The 33 Ruthless Rules of Local Advertising Hardcover
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Top Customer Reviews
I think this book should be on the shelf and in the hands of every business owner who uses local media. There isn't anything close to this information from anything I've read. It's more than common sense, it's crucial sense.
If you pair this with the copy ideas of Roy Williams (The Wizard of Ads) you'll have the most important references available today for advertisers. Not since "Positioning" has there been a more powerful look at how to make advertising work; what to do, what to avoid doing.
I have made many mistakes common to most advertisers and I now understand why Michael Corbett says over 90% of local advertisers are not happy with their results. If I only had this information 20 years ago I'd have saved myself countless wasted dollars. If you have anything to do with advertising, selling it, buying it, teaching it, and you don't have this book....you have an impotent advertising arsenal.
The same brevity that contributes heavily to the book's clarity has one negative side effect. There are times when added detail might help. For example, more research data would make it easier to understand why some words are useless cliches` while their synonyms are effective motivating terms. For most readers, the author's word is likely to be enough. Others will want to make their own determination as to the effectiveness of words like "value" and "benefit" or "price" and "improved."
As might be expected, some of them are much less relevant than others. That fact in no way diminishes the value of those that do apply to the reader's situation. Actually, most concepts support or complement some other rule.
Given the intended audience, the flaws are inconsequential. The 33 rules help readers level the playing field. It is very likely this book has and will make the crucial difference that allows some entrepreneurs to succeed while others fail.
I write local advertising copy everyday, and what Michael Corbett provides as answers in "33 Ruthless Rules...", are the questions every media sales representative should be asking potential clients. In turn, if local business managers put these 33 Rules into practice, they'll know what what want, when they want it, and how to get it from their local advertising plan. In less than 200 easy-to-read pages, you'll discover all you need to gain and strengthen your grip on any local market.
This book should be required reading for Marketing Students, Media Sales Reps, and definitely for local business owners and managers.
Most recent customer reviews
As an advertising sales manager, I reccomend this book to fellow sales managers as the new bible for walking in the shoes of retail. Read morePublished on Sept. 19 2001 by Arthur R. Taft
This book is an excellent resource for any business owner. The authors give you a step by step approach to advertising, including how to choose the right medium and what... Read morePublished on June 10 2000
A clear, concise summary of local advertising philosophy. My copy usually sits right next to my copy of "Elements of Style. Read morePublished on Sept. 18 1998