How not to Plan: 66 ways to screw it up

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In these they set out to bust a lot of myths and nonsense that swirl around marketing and communications by using evidence-based approaches and interesting examples to make their points. Packed with insights, this book is a compendium of 66 articles originally published in Admap, “all loosely based on a myth-busting theme.

What we get instead is a lot of plugging of their own work, and why it’s better than anything else out there. Less, wider targeted and with better production value is generally far better than more, tighter targeted and 'low cost'. The How Not to Plan of 2018 is a manageably sized handbook which leaves room for your scribbles and notes and can be read as a guide or used as a constant helpful reference point. Autori, dlhodobo pôsobiaci v odbore, ich vyvracajú a používajú na to dlhodobé dáta, vlastné skúsenosti, ale aj skúsenosti iných.Google’s London office has a proper old-fashioned library for people to work in, with a strict policy of silence. Kuriér – Ak zvolíš tento tip doručenia, delikatesu vychystáme najneskôr do 48 hodín a odošleme kuriérom. Brands have convinced themselves they need a stream of new news, but unless it's a radical innovation, it's likely to be ineffective.

Or as Peter McGraw says, “In a world where people want hot tea or iced tea, stop trying to please everyone by serving warm tea. Remember: brand associations are built through repetition… 2019 marks 30 years since the Felix cat food campaign first appeared on UK TV… Felix has only ever had this campaign… Once a winning formula is found, advertisers should stick with it… Familiarity and consistency boost effectiveness. Autori az prilis casto a prilis intenzivne zlahcuju ulohu a vyznam digitalnych kanalov v komunikacii. The paragraph after each quote is my attempt at a brief explanation using my own thoughts and some snippets from the book.You Can Never Be Too Efficient: “ROI can be a useful measure—for comparing different ways of spending budget, for example. Remember: just because a routine is habit that doesn’t mean there are not better, more fulfilling ways of doing things. calculated your position so slowly, that the car was often 10m past the turning that you should have taken – especially disastrous when you are on a narrow one-way street with no easy means of turning back. This doesn't mean loyalty strategies are irrelevant, but it does suggest the biggest impact comes from focusing on growing your audience rather than driving more frequency from existing purchasers. Or I could roll with it, and move the party to a park or bar down the road, or a friend’s house, whatever.

At the very least, if you overspend on branding it means the campaign won't be as efficient, but the brand will remain strong so in the long term effectiveness is secure.For example, in financial services, it's easier to conduct direct response and performance marketing, and it's effective too. Celkovo ale mozem s cistym svedomim dat 5 hviezdiciek a som si isty, ze kazdy sa po precitani stane aspon o kusok lepsim marketerom. How Not to Harness Our Collective Brainpower: “Creativity, intelligence and innovation are the lifeblood of our business. V podstate sa neustale vyhranuju voci marketerom, ktori (prehnane) evanjelizuju digitalny marketing.

The gurus like to argue that because millions of people are on Facebook, it’s superior to TV in its marketing effectiveness. As you spend more on advertising, it often gets more effective (sales and profits generated go up), but less efficient (ROI goes down). Got me wondering about awarding it a 5 star but the topics are so interesting and the blocks of insights and case studies are so packed of useful ideas that it ends up deserving it. V marketingu, hlavne s rastucim vplyvom socialnych sieti, pribuda vela nepochopenia toho, ako komunikacia funguje, co znamena budovanie znacky, co je relevantne a co len pekne posobi.A concentrated, healthy dose of insights for - well, from the way it's written, it's clear they're aiming for creative agency workers - but I'd recommend it for brand managers from the clients side too, and even for anyone in marketing it's a good way to remind (or introduce, depending on experience) the core truths of the business without sounding boring, both because all the lessons are short, all the checklists in place and the mood is light, with an occasional joke or a good practical example. In an era of short-termism, many brands have engaged in scorched earth direct response tactics, particularly with digital. Online, Evaluation is No Longer a Problem: “Don’t treat online and offline worlds as separate siloes: each affects the other… Contrary to what people think, most life still takes place offline, not online. How Not to Be Interesting: “Adding interest to things that people don’t care about is one of the most important functions of advertising. This criticism might be fun once a month in a magazine article, but one after another (66 times) in a book gets quite tiresome.