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开 本: 大32开纸 张: 胶版纸包 装: 平装是否套装: 否国际标准书号ISBN: 9780385508179
marketing gurus Linda Kaplan Thaler and Robin Koval tell us how.
They and their talented colleagues are the brains behind a host of
memorable and highly successful ads, from the enormously successful
AFLAC duck to the irresistibly sentimental “Kodak Moment” to Herbal
Essences’ outrageous “Totally Organic Experience.” In Bang!,
Kaplan Thaler and Koval offer proven strategies for creating a
loud, clear, attention-grabbing message about and product or
service.
Full of entertaining anecdotes and inspiring accounts of campaigns
that have propelled revenues and dramatically increased market
share, Bang! shows managers how to create a marketing
campaign that cuts through the message clutter and creates a
genuine marketing explosion.
Acclaim for Bang!
“This top-notch book… is as much about
creating an atmosphere that fosteres creativity as it is about
memorable marketing.”
— Fast Company
“Bright, breezy, but deadly serious guide to creating a buzz—and a
bang.”
— Miami Herald
“Linda Kaplan Thaler and Robin Koval ‘get it’ from every angle.
This book is full of extraordinary insight on effective message
delivery.”
— Gordon Bethune, Chairman and CEO, Continental Airlines
“The AFLAC duck campaign that Linda and Robin’s agency created
…dramatically increased our brand awareness. Today nine out of
ten people recognize the AFLAC name.”
— Daniel P. Amos, Chairman and CEO, AFLAC Incorporated
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