andreweverett360 Book Review, Marketing

Go Luck Yourself: 40 Ways to Stack the Odds in Your Brand’s Favour

Go Luck Yourself: 40 Ways to Stack the Odds in Your Brand’s Favour

by Andy Nairn

“After almost 30 years in advertising, I’ve often been struck by the pivotal role that chance plays… Luck remains a dirty secret because it’s seen to undermine the virtues of hard work, talent, and intelligence that are at the heart of any successful business culture… I believe that luck exists—and also that you can improve it.”

Andy Nairn is co-founder of Lucky Generals, a creative agency in the UK whose clients include Yorkshire Tea and the Co-op. His book consists of 40 bite-sized chapters divided into to four sections:

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andreweverett360 Book Review, Marketing

Media Planning from Recency to Engagement

Media Planning from Recency to Engagement

by Erwin Ephron (1934-2013)    

Erwin Ephron was a media executive at several ad agencies. He was a proponent of the recency model of media planning, which aims to be present when people are most receptive to the advertising. Recency attempts “to intercept the next purchase with a brand message.”

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andreweverett360 Book Review, Marketing

B2B Institute’s B2B Trends

2030 B2B Trends: Contrarian Ideas for The Next Decade

by Peter Weinberg and Jon Lombardo, The B2B Institute

The B2B Institute published a 43-page PDF on what they foresee as the three major trends in business-to-business marketing: (1) a greater emphasis on building long-term brand equity; (2) greater consistency in creative execution; and (3) a shift from hyper-targeting to broader reach within categories. Some of the ideas presented in this paper will sound familiar to anyone who has read the work of Ehrenberg-Bass Institute or the work of Les Binet and Peter Field.

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andreweverett360 Book Review, Marketing

How Not to Plan: 66 Ways to Screw it Up

How Not to Plan: 66 Ways to Screw it Up

by Les Binet and Sarah Carter

Packed with insights, this book is a compendium of 66 articles originally published in Admap, “all loosely based on a myth-busting theme.” The word “not” in the book title and each article title is in strikethrough type. The articles are grouped into 9 chapters: Setting Objectives; Product, Price, and Place; Brand and Communication; Research and Analysis; Talking and Thinking Strategy; Who Are You Talking To?; Media and Budgets; Creative Work; and Effectiveness and Evaluation. 

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andreweverett360 Book Review, Marketing, Writing

Copywriting Made Simple

Copywriting Made Simple: How to Write Powerful and Persuasive Copy that Sells

by Tom Albrighton

This is an excellent introduction to copywriting, offering general advice on the process as well as specific tips for print advertisements, audio and video scripts, sales letters, emails, brochures, and social media posts. The book is divided into three parts: plan your copy, write your copy, and improve your copy.

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andreweverett360 Book Review, Marketing

Eat Your Greens: Fact-Based Thinking to Improve Your Brand’s Health

Eat Your Greens: Fact-Based Thinking to Improve Your Brand’s Health

Edited by Wiemer Snijders

This book is a compilation of 42 chapters written by 37 practitioners and scholars of branding, advertising, and marketing. “The brief to all of the contributors was simple: tell us how you apply or find inspiration from marketing science in a short, easy-to-digest paper… I did not ask them to write about a particular topic; this was intended as a bag of nutritious ‘mixed greens.’” There is no chapter on spinach or basil, but somehow cauliflower scored a cameo role in chapter 26.

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andreweverett360 Book Review, Marketing

Effectiveness in Context: A Manual for Brand Building

Effectiveness in Context: A Manual for Brand Building

by Les Binet and Peter Field

Binet and Field have analyzed 18 years of data (1998-2016) from the London-based Institute of Practitioners in Advertising’s IPA Databank, “the confidential data submitted alongside entries to the biennial IPA Effectiveness Awards competition.” This book presents their findings on what works best—in general and in various contexts.

Topics include market penetration, brand-building vs. sales activation, emotional vs. rational consideration, share of voice, pricing, and innovation. 

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andreweverett360 Book Review, Marketing

How Brands Grow

How Brands Grow

by Byron Sharp

This excellent, clearly-written book is based on empirical research covering market share, brand equity, price promotions, and advertising. It includes some counter-intuitive conclusions regarding customer retention, loyalty programs, segmentation, and competitor differentiation. Byron Sharp is the director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia.

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andreweverett360 Book Review, Marketing

BadMen: How Advertising Went From a Minor Inconvenience to a Major Menace

BadMen: How Advertising Went From a Minor Inconvenience to a Major Menace

by Bob Hoffman

In this concise, informative, hilariously irreverent, and brutally honest book, former advertising agency CEO Bob Hoffman explains why ad tech is bad for advertisers, publishers, and consumers. He also calls on advertisers to stop enabling this menace.

“Surveillance marketing is powered largely by advertisers through the tracking of our movements on the web. This is called ‘ad tech.’”

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andreweverett360 Book Review, Marketing

101 Things I Learned in Advertising School

101 Things I Learned in Advertising School

by Tracy Arrington with Matthew Frederick

“To some, advertising has no soul, no center… It’s the art of lying.” Advertising executive Tracy Arrington writes, “I would argue the opposite. Advertising is the art of telling the truth. An ad campaign succeeds when it brings forward an embedded truth—about the product or service, our needs or idiosyncrasies as consumers, our daily foibles, or the fixations and biases of our culture. An ad campaign resonates when it shows us, at some level, who we are.”

Here’s a sampling of the expertise shared by the author. 

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