广告营销的22条金科玉律/THE 22 IRREFUTABLE LAWS OF ADVERTISING pmlz 电子版 pdf docx 网盘 kindle azw3 下载

This is a guide through the uncertain future of advertising, with a star chart of luminaries to show the way. It examines the underlying principles and the living bones that shape the most successful body of work being done in the world of ideas today.

Acknowledgments

Foreword

Introduction – The Rules of Engagement

The Lawgivers

1 The Law of Simplicity (Marcello Serpa)

2 The Law of Positioning (Al Ries)

3 The Law of Consistency (Ian Batey)

4 The Law of Selling (Dave Trott)

5 The Law of Emotion (John Shaw)

6 The Law of Love (Kevin Roberts)

7 The Law of Experience (Kash Sree)

8 The Law of Relevance (Anne Bologna)

9 The Law of Humor (James Lowther)

10 The Law of Disruption (Jean-Marie Dru)

11 The Law of Jump (Sebastian Turner)

12 The Law of Fascination (Reg Bryson)

13 The Law of Irreverence (Jim Aitchison)

14 The Law of Taste (Allen Rosenshine)

15 The Law of Topicality (Michael Newman)

16 The Law of the Silver Elephant (Graham Warsop)

17 The Law of the Chat (Neil French)

18 The Law of Nice (Jamie Barrett)

19 The Lore of Negativity (Jack Vaughan)

20 The Law of Execution (Mike O’Sullivan)

21 The Law of Evolution (David Lubars)

22 The Outlaw (MT Rainey)

Appendix 1: The Law of Deadlines

Appendix 2: The 10 Irresponsible Crimes Against Advertising (That Always Violate Profits)

Index

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