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Behind the Scenes in Advertising,Mark III: More Bull More [Paperback]

Jeremy Bullmore
5.0 out of 5 stars  See all reviews (2 customer reviews)

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Table of Contents


Part 1: What Advertising is
Advertising: what is it?
Competitive persuasion
Whatever happened to the Hidden Persuaders?
The hair restorer that didn’t
If you know an ad is misleading, how can you be misled?
The 60-foot peacock in Times Square: a role model for the networks
Two hot tips: beware Barnum, remember Ratner
Why soft-sell is hard to sell: it isn’t selling
Big prize in worst ever ad competition!*

Part 2: Advertising and Marketing
Polishing the apples: the value of marketing communications
Frozen lasagne and the future of advertising
One of many batty old observations about marketing
A Mickey Mouse answer to internet stocks*
Why New Labour is better than spray-on socks
Parity products: more and more of what isn’t there*
That toothpaste is an imposter! (But who cares?)
Don’t forget the absence factor: or why fmcgs become smcgs
Why reality in advertising is to be avoided at all costs
In praise of hypocrisy*
Fall guy wanted to save moronic chairman’s skin*
Should we all go barefoot for our children’s sake?*
Why is my shaving foam more interested in other men than me?*
Cheese rind and chicken shit – that’s progress for you
New role for Mr Kipling: e-commerce consultant to geeks and anoraks*
If you make ’em laugh, do you make ’em buy?
Don’t shoot the packshot
The value of saying nothing
When doing a little is better than doing a lot *
Never use irony in Chicago

Part 3: Understanding Brands

Elastic brands
The clipboard and the copywriter – and why the uncalculable can be of incalculable value*
Never underestimate the critical importance of the trivial*
Would Odorono smell as sweet by any other name?
What sort of family does this Jaffa cake come from?
Why every brand encounter counts: seductive, anarchic or catastrophic*
Posh Spice and Persil*
The new Stella: unnervingly inexpensive
High noon in Elkhart, Indiana

Part 4: Marketing and People: How Advertising Works
The consumer has a mind as well as a stomach
Why a pointless relaunch may be just the ticket*
A new neurosis: too many people may be seeing your advertising
Giles and the end of admass (which never existed in the first place)*
Never underestimate the value of bathwater*
Bet you can’t remember how to tie the bow*
And so to Tracey Emin’s bed*
Avoid criticism: write ads that nobody reads
Consumer identification: the PG Chimps and the novelist’s mother
Brand loyalty: irrational affinity vs. the golden manacle*
Was it really more fun then?*

Part 5: Making Advertising Happen
Marketing 1948: how easy it was – just like Wembley
What Jim Young said. And what he didn’t say.
Training creative people to carry newspapers
Irresponsibility at Princeton
How do I know if I agree with what we think?
Thinking up things: the advertising creative process*
Wanted: a new kind of incubator for hatching Harry Potters*
What are account planners for, Daddy?
Why giraffes are luckier than ad agencies*
Anti-clockwise starting from the middle*
The consumer is not your enemy so hold your fire*
Poor old Abraham Lincoln: not a single bullet point in his armoury*
Old consumers never die: they just get richer and start surfing the internet*
The focus group: its use and abuse*
Ten tried and trusted ways of getting the least from your ad agency
Astonish your clients: listen to them*
The case of the missing policeman

Part 6: Beyond Advertising
How to postpone the beginning of the next recession*
Marks & Spencer: once the Citizen Kane of the high street*
What we need is millions more peers, peeresses, poodles and placemen*
At last a vote, at last a voice – the royal family of your choice*
Time-and-motion man and the mad inventor: the dream team for the next millennium*
Free with this issue! How to write your own best-selling business book kit*
Wanted: a snappy soundbite or two in favour of profound complexity*
Saving on the chardonnay: your very own conference theme while-u-wait Farewell, Berkeley Square*

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