Underdog Advertising Product Description Underdog Advertising is written for the small-to-midsize business that must compete against bigger companies for sales, market share and brand awareness. Based on proven creative and strategic advertising principles that have developed and refined over the last twenty-five years, the book helps smaller businesses create and execute advertising programs that are effective in the face of strong competition. Just as David toppled Goliath with a well-aimed rock, the methods and principles described in Underdog Advertising have consistently helped "budget underdogs" hit the mark and become the real winners. From the Inside Flap Are you ready to become a giant-killer? If you must fight the Goliaths in your industry for sales or customer awareness with limited resources, Underdog Advertising® introduces proven strategic and creative advertising principles to win the high ground. These disciplines, which have been developed and refined over more than twenty years, can help any advertiser get the most out of his marketing budget. In this book, you will find: 1) Ten principles of Underdog Advertising that you can use to get the higher returns on your advertising 2) A fast-track Big Dog Branding Process that will help you create branding strategies that differentiate you from your competition in meaningful and compelling ways 3) An introduction to Junkyard Dog Executions, an approach to marketing tactics that deliver results beyond expectation. The book comes with the Underdog Advertising Workbook, a how-to supplement that walks you step-by-step through the ten Underdog Advertising principles and helps you apply them to your business. Just as David toppled Goliath with a well-aimed rock, the disciplines introduced in Underdog Advertising have consistently helped "budget underdogs" hit the mark and become the real winners. It may be just the weapon you need. Welcome to Underdog Advertising. File : bổ sung sau
