Newman, Michael 22 Irrefutable Laws of Advertising And When to Violate Them
1. Edition - January 2006 14.90 Euro 2006. 350 Pages, Softcover - General Reading - ISBN-10: 0-470-82186-8 ISBN-13: 978-0-470-82186-2 - John Wiley & Sons
Detailed description 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.
From the contents 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).
