Brilliant Marketing > Part 2 Ladies and gentlemen choose your weapons > How to make advertising work - Pg. 69: Safari Books Online

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Brilliant Marketing

Brilliant Marketing

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Contents

Table of Contents

Brilliant marketing

Author's acknowledgements

Publisher's acknowledgements

Part 1 Let's get marketing into context - psychology, history and alchemy

Part 2 Ladies and gentlemen choose your weapons

Advertising - the root of the great sales pitch

How to make advertising work

Where to advertise so it reaches the people you want to reach

PR - just give them the facts

Sponsorship - living close to excitement

Direct marketing - the world of measuring results

Customer relations marketing - the people side of marketing

Experiential marketing - using the senses to market yourself

Buzz marketing - when everyone starts talking about you

Digital marketing - nothing will be the same again

Branded entertainment - when programmes and advertising join together (and other wacky ideas)

Part 3 Creating and executing a great marketing plan

Part 4 Strategy, creativity and the bigger picture

Part 5 Summary and highlights

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CHAPTER 6 How to make advertising work