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Steal These Ideas

Marketing Secrets That Will Make You a Star

Steve Cone

Bloomberg Press, 2005

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Author Steve Cone distills some of the best ideas and observations from his 30-year career in marketing and advertising into a breezy, but valuable basic book for anyone who provides or purchases marketing services. His book covers the basics of ad design, placement, branding, integrated marketing, public relations, sponsorships and the use of spokespeople. Each chapter is succinct, and packed with practical advice. Cone helpfully critiques or praises actual ads to drive home his points. getAbstract.com recommends this fine elementary book to up-and-coming marketers, or to nonmarketers who need to know what is going on.

Summary

Keys to Success

A successful marketing campaign has three essential elements: it is exciting, it is newsworthy and it spurs people to act. These elements are important since market competition is fierce and marketing costs are huge. Each year marketers spend billions with one specific purpose in mind: to get consumers’ attention.

One of the best examples of a powerful ad appeared in a few newspapers in London in 1913. British explorer Sir Ernest Shackleton is said to have placed the ad in search of some 50 applicants for his polar expedition. It read: "Men wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success. - Sir. Ernest Shackleton"

This 26-word ad was so compelling that it attracted about 5,000 applicants. The ad had all the crucial elements. It also looked distinctive and stood out from the surrounding ads. To create your brand, add up the same elements that made Shackleton’s simple ad successful, including clarity, drama and visual distinction.

What Makes a Brand Work?

A brand is a person, place or thing that people recognize...

About the Author

Steve Cone is managing director and head of advertising and brand management at Citigroup Global Wealth Management. In conjunction with five other executives, he coordinates worldwide brand management for all of Citigroup’s businesses in more than 100 countries.

Steal These Ideas

Marketing Secrets That Will Make You a Star

Read or listen offline

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Summary

Keys to Success

What Makes a Brand Work?

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