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Rigorous Magic: Communication Ideas and Their Application [Hardcover]

Steve Hatch , Jim Taylor
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

30 Mar 2007
In the marketing world, communication ideas are revered for their magical ability to affect how consumers behave towards brands. Despite this, they are poorly understood. How many types are there? What are their characteristics? How should you use them? And what makes a good one? Most marketers simply cannot answer these questions. Rigorous Magic  answers these questions, bringing science to the art of ideas. Jim Taylor and Steve Hatch dispel the myths around communication ideas and create a practical ‘road map’ for marketers to select which types are best for their brand to compete. Only through a rigorous process of cataloguing and evaluation can ideas truly be understood – and the right ones selected to change consumer behaviour in today’s global, multi–channel marketing world.  

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Product details

  • Hardcover: 304 pages
  • Publisher: John Wiley & Sons (30 Mar 2007)
  • Language: English
  • ISBN-10: 0470026014
  • ISBN-13: 978-0470026014
  • Product Dimensions: 23.4 x 16.5 x 2.3 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 650,538 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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"...useful for students of marketing and communication and those seeking to learn to implement communication idea in to practise."  ( Gulf Business , Vol. 12/ Issue 7)

“…a book written by two senior executives of mediaedge:cia that is, in effect, a kind of account planners’ manual…” Admap July 2008


"...a book written by two senior executives of mediaedge:cia that is, in effect, a kind of account planners' manual..."

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6 of 8 people found the following review helpful
By J. Rex
Rigorous magic is the first book I have come across that succeeds in putting some method around the madness of Communications Ideas. Every brand it seems these days must have/wants to have/needs to have/thinks they have a Big Idea. Yet it practice, most brands appear to masquerade advertising concepts or a creative idea/theme as the brands Big Idea. No doubt such an approach used to be viable however nowadays this is no longer the case.

By identifying the different types of ideas out there in the real world of communications, one is able to see quite clearly what is what. It is only when a framework such as proposed in the book is referenced that one can accurately understand where an idea sits, and perhaps more importantly, the implications for communications therein.

The book includes an interesting section on creating a brand - where the authors put to the test their own thinking. I'd be surprised if they or someone else doesn't actually go and create the product.......it is that good the thinking that I am of no doubt that it would be a winner.

Whilst the book doesn't answer the question as to who or what discipline is best placed to generate ideas - perhaps that is the authors intentions not to. One thing is for certain however, this book gives all involved in communications a right to be involved in ideas, regardless of discipline - and should also finally signal the death once and for all of ideas being the sole remit and domain of creative agencies. Thank goodness for that!
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