Learnings of an Advertising Practitioner - Krishnamurthy, A. G. (New Delhi Tata McGraw Hill Education Private Limited, 2010)
Commonsense is key Think like your consumer does Make your ads work hard for their money Follow Movie Moods Research for customers' dislikes Benchmark against the best (in your category) Advertising is 'accountable' commercial creativity Maintain your product boundaries Identity and continuity are a brand's pillars Never overrule your intuition; it can be dangerous You don't have to be hip to be a successful adman Knowledge is king-The Age of the specialist is here Brands are alive; handle with care Rewards are in the market place; not the showcase The things ad people do Stay with a brand, watch it grow, reap its fruits Advertising is a team sport; share the glory Clients buy from people they like Cheers to pitches Behind every remarkable campaign there is a client
Keywords: Advertising