Underdog advertising : proven principles to compete and win against the giants in any industry / Paul W. Flowers.

Format:

Book

Author/Creator:

Flowers, Paul W.

Language:

English

Subjects (All):

Advertising.

Advertising campaigns.

Marketing.

Physical Description:

1 online resource (228 p.)

Edition:

1st ed.

Place of Publication:

Dallas, Tex. : Brown Books, c2006.

Language Note:

English

Summary:

'Underdog Advertising'® is written for the small-to-mid size business owner/operator who cannot afford to hire an advertising agency. The book presents principles and processes that have proven successful for advertisers who must compete with larger companies in their industries for sales, awareness and market share. 'Underdog Advertising' has four primary components and just as David toppled Goliath with a well-aimed rock, the disciplines introduced in this book have consistently helped "budget underdogs" hit the mark and become the real winners. It may be just the weapon you need. First, under the heading 'Underdog Advertising Principles,' here are ten principles of 'Underdog Advertising' that consistently generate higher returns on advertising. These include: Principle #1 - Think Outside The Box; Principle #2 - Take Risks; Principle #3 - Strategy Before Execution; Principle #4 - Be Contrary; Principle #5 - Select Your Battlefield; Principle #6 - Focus! Focus! Focus!; Principle #7 - Be Consistent; Principle #8 - Demonstrate Value; Principle #9 - Speed & Surprise; Principle #10 - Have Patience. Next, under the heading 'Big Dog Branding' the book will cover a fast-track 'Big Dog Brand 'development process that helps create branding strategies that differentiate a brand from its competitors in a meaningful and compelling way. 'Junkyard Dog Executions' is an approach to marketing tactics that deliver results beyond expectation and for those wanting even more, the 'Underdog Advertising Workbook, a how-to supplement that walks the reader step-by-step through the ten Underdog Advertising principles and helps apply them to any business situation, is made available by the author.

Contents:

Intro

Underdog Advertising

Table of Contents

Introduction

Chapter One: The Underdogs' Poster Boy

Chapter Two: Ten Principles of Underdog Advertising

Chapter Three: Principle #1: Think Outside The Box

Chapter Four: Principle #2: Take Risks

Chapter Five: Principle #3: Strategy Before Execution

Chapter Six: Principle #4: Be Contrary

Chapter Seven: Know Your Prospect

Chapter Eight: Know Your Competition

Chapter Nine: Principle #5: Select Your Battlefield

Chapter Ten: Principle #6:Focus! Focus! Focus!

Chapter Eleven: Principle #7: Be Consistent

Chapter Twelve: Principle #8: Demonstrate Value

Chapter Thirteen: Principle #9: Speed and Surprise

Chapter Fourteen: Principle #10: Have Patience

Chapter Fifteen: Big Dog Branding

Chapter Sixteen: Lessons From Junkyard Dogs

Chapter Seventeen: David And Goliath Revisited

Appendix I: Underdog Advertising® Workbook

Appendix II: Big Dog Branding Process Worksheets

Acknowledgements

About The Author

Index.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and index.

ISBN:

1-281-37736-8

9786611377366

1-60557-039-7

OCLC:

237797123