E-Book Overview
Proven strategies that make sure your marketing message stands out from the rest The average American is exposed to as many as 5,000 marketing messages per day, so it’s more important than ever to create the most effective marketing and advertising campaigns as possible. Manager’s Guide to Marketing, Advertising, and Publicity explains The 14 principles of marketing communications strategy Common marketing mistakes to avoid Techniques for creating powerful marketing messages The many choices for delivering your marketing message How to take full advantage of digital platforms Today, you must come up with a bigger, better, brighter marketing campaign, or you’re guaranteed to be lost in the noise. This primer is ideal for anyone looking to position his or her organization as a powerful competitor in the twenty-first century. Briefcase Books, written specifically for today’s busy manager, feature eye-catching icons, checklists, and sidebars to guide managers step-by-step through everyday workplace situations. Look for these innovative design features to help you navigate through each page: Clear definitions of key terms, concepts, and jargon Tactics and strategies for overseeing marketing initiatives Insider tips for getting the most out of marketing, advertising, and publicity Practical advice for creating effective campaigns Warning signs when preparing for and undertaking marketing initiatives Stories and insights from the experiences of others Specific marketing procedures, tactics, and hands-on techniques
E-Book Content
What people are saying about Barry Callen . . . “I'm one of those people who think outside the box. Our message strategy session with Barry Callen made me realize there is a zone beyond the space outside the box. This ain’t your mama's marketing session.” —Deanna Springer, Nancy's Notions "Brother Barry made our communications congregation see the light." —Michael Bridgeman Wisconsin Public Television “Barry Callen received the highest praise and the highest marks ever recorded for a Super Stars Training session since we began in 1996.” —Theresa T.K. Timm Mid-West Family Broadcasting “Barry is one of the most insightful creatives I've worked with over my 25-year career. His ability to ‘think like the customer’ and to turn consumer insights into strategy is unmatched. In the 17 years I've known him, he has never failed to bring more value to the table than what he was paid.” —Scott W. Cooper author, The One-Day Marketing Plan “He provided clever and inexpensive strategies to solve real marketing problems as well as authentic methods to disarm those negative nellies among us. He's whip-smart, wickedly creative, and stylishly cool.” —Rolanda Taylor Enroth Television Producer/Anchor “Since we met in class a few weeks ago, I wanted to reemphasize how much I got out of your session. It was by far the most useful section of my series.” —Jennifer Janowski, GE Healthcare Other titles in the Briefcase Books series include: Customer Relationship Management by Kristin Anderson and Carol Kerr Communicating Effectively by Lani Arredondo Performance Management by Robert Bacal Manager’s Guide to Performance Reviews by Robert Bacal Recognizing and Rewarding Employees by R. Brayton Bowen Sales Techniques by Bill Brooks Motivating Employees by Anne Bruce and James S. Pepitone Building a High Morale Workplace by Anne Bruce Six Sigma for Managers by Greg Brue Design for Six Sigma by Greg Brue and Robert G. Launsby Manager’s Guide to Planning by Peter J. Capezio Leadership Skills for Managers by Marlene Caroselli Negotiating Skills for Managers by Steven P. Cohen Effective Coaching by Marshall J. Cook Manager’s Guide to Mentoring by Curtis J. Crawford Conflict Resolution by Daniel Dana Manager’s Guide to Strategy by Roger A. Formisano Project Management by Gary R. Heerkens Budgeting for Managers by Sid Kemp and Eric Dunbar Hi