Advertising & Marketing Checklists Review

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Advertising & Marketing Checklists ReviewRon Kaatz was my advertising professor at Northwestern University. He inspired us to dig deep within ourselves for answers. He believed that we, as young professionals, could create simple tools to gauge the effectiveness of our communication and marketing efforts. His book gives a variety of checklists that corporate communicators and advertising professionals can use in practical applications. I'm biased, but I think the book is great for what it does.Advertising & Marketing Checklists OverviewAdvertising & Marketing Checklists gives you the distilled wisdom of decades of experience in advertising and marketing communications. It's a valuable tool for any marketing professional seeking to plan, implement, or manage any advertising or marketing effort. This totally updated and expanded second edition offers the advertising and marketing professional fast, practical solutions to teh challenges of marketing communications. WIth 30 all-new checklists and charts, Ron Kaatz has significantly expanded and improved his highly successful first edition. Topics new to the second edition include: Protecting your brands Creating effective Yellow Pages ads Making "the numbers" work for you Evaluating new media opportunities Keys to home stopping and infomercial success Monitoring your agency's media capabilities Author Ron Kaatz is a professor of Integrated Marketing Communications at Northwestern University and is the Senior Vice President/Director of Media Concepts at the J. Walter Thompson advertising agency.

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How To Market A Product For Under $500 (Volume 5) Review

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How To Market A Product For Under $500 (Volume 5) ReviewThis is another book by Dobkin covering his multiple exposure marketing methods. There's over 350 pages of checklists, resources, and great ideas. Here's a synopsis of the contents:
I - Big Results from Free Press (publicity) - 30 sections outlining how to create a PR campaign that gets published. This was very well done, and I wish he would come out with a book on this topic exclusively.
II - Direct Mail - 46 sections outlining how to create a direct mail campaign. These 46 are organized into 3 main sub-sections:
a - In Direct Mail Your Success May Be Just 32 Cents Away,
b -Other Elements of a Direct Mail Package
c - Lists: the Most Important Element in Any Mailing.
III - Marketing Through Magazines. This is broken into 4 sub-sections totalling 32 different topics:
a - Overview (how to integrate with PR releases, etc.),
b - Research Tools of the Trade Made Easy,
c - The One Evening Marketing Plan,
d - Marketing Through Magazines with Paid Advertising.
IV - Ads. This is broken down into 4 sub-sections containing 30 different topics. The sub-sections are:
a - Overview (writing your ads to an objective... a favorite of his, you'll also see it in his other book on Uncommon Marketing),
b - Types of Headlines
c - Business to Business Inquiry Generating Ads
d - Ad Design and Procurement
V - The $500 Campaign. Here he has 11 sections put together a complete campaign. * - He even includes a few pages in the back of the book for the "A Technique for Delaying Brain Death in Heart Attack Victims" as a public service. At first I looked at this and said "Huh?", then after I read it I was amazed at Dobkins concern for others. He really describes a zero cost way even a child could use on an adult having a heart attack.
What I liked about this book:
+ Lots of practical advice,
+ He organizes the material to help your marketing campaigns,
+ He covers PR as an important element, as well as direct marketing,
+ He pushes multiple-exposure marketing (which I agree is very powerful - as I've used in on software letters and tracked the results),
+ He gives copywriting advice for your letters and ads,
+ Very good coverage of "the offer". I particularly liked his concept of "complementing the offer" (adding on guarantees, etc.). He gives lots of examples here.
+ He describes a marketing cost model that you can use.
+ How to buy and position magazine ads,
+ Use of low cost techniques (inquiry generating ads, postcards)
+ Lots of reproduced examples (letters, mag ads, postcards, classifieds)
+ Long list of resources.
I liked this book very much. After I bought it, several years later he came out with the Uncommon Marketing book. I bought that one also. Although there is a certain amount of overlap, I'm happy I bought both. They are both rated an "A +" read, and make great reference books to keep on your shelf forever.
You can also see my my review of his other book at Amazon. I believe this book lives up to the claim in the title: you can market a product for as little as $500, or at least get it rolling.
John DunbarHow To Market A Product For Under $500 (Volume 5) OverviewSpecific instructions on how to market any products or service at low cost. This book includes step by step, low-cost tips and techniques on public relations, direct mail, marketing and direct marketing, advertising, and thecampaign. Explicit instru

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Full Frontal PR: Building Buzz About Your Business, Your Product, or You Review

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Full Frontal PR: Building Buzz About Your Business, Your Product, or You ReviewI found this book to be packed with practical ideas and information. After reading it I felt that I had a sound basic knowledge of how the news media works, and was confident about how to prepare materials for them to use. Of course every layman thinks they know how the media works, but after reading this you realise how intricate it can be.
Strengths of the book:
- Covers the whole industry - print, TV, internet
- Fairly up to date (2003), with a better Internet chapter than a 2005 PR book I just finished
- Dense with tips and practical information
- Written in a fun, up-beat style
- You will walk away from this book and actually use many of the suggestions. I've had a top-name PR agency on retainer for a year and I now realise how uninspiring and lazy they have been.
Weaknesses:
- Information isn't logically laid out. The first third is set out as an encylopedia in alphabetical order, rather than a logical narrative, which I find is a poor way of "teaching". Overall it is a collection of tips rather than the step-by-step guide it claims to be
- Assumes you are in US and only deal with US media
- A little bit too up-beat at times for my taste (no shortage of exclamation marks)
- Assumes quite an advanced understanding of the media to begin with - reads like he's talking to a fellow PR buddy over a coffee
- I think case studies are especially useful, but there aren't many in here.
Overall: Highly recommended, it really gave me a "quantum leap" in terms of my understanding of the media, inspiration, and practical ideas for how to get my material out.
Incidentally: Much, much better than "Media Relations" by David Henderson which I finished last week.Full Frontal PR: Building Buzz About Your Business, Your Product, or You Overview

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