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After seeing a rating of 4.3 stars on Audible.com, I happily downloaded the book expecting a treat. What a disappointement! I've been an Audible subscriber for some time now, and this has been the first book I haven't finished. I got about one quarter of the way through and deleted it.
Pros: Some good stories and ideas (but nothing that you couldn't find in any other marketing book of higher quality).
Cons: As another reviewer suggested, the author merely gives examples of successful ads and tries to explain how they worked because they went against the grain and got a lot of attention. Well, I could have told you that! The real problem lies in the author's conclusions. The underlying theme seems to be: "Do the opposite of whatever you think will work best." If you think an ad is tasteless, inappropriate, and irrelevant, then run it because it will be a great success. If the ad has nothing whatsoever to do with the product, then it is more likely to succeed. For example, one of her "bright" ideas is: "You must forget about what makes sense...illogical thinking means that when you're asked to promote a bottle of water, you realize that water is the last thing you should focus on."
Conclusion: I give this book a rating of 1.5 stars. Don't waste your time on this book.
23 of 24 people found this review helpful
As an engineer turned entrepreneur, I thought this audio book would be of great value to me. I was wrong.
While this agency has great creative, the book is light on content, with asides that are consistently distracting and of little or no value. Platitudes like "Creative people need special working environments" or "flat structures are better for small teams" seem to make up the bulk of the management advice.
Finally, as a small businessperson, hearing about how "we won a 15 M dollar contract for advertising" and not "we generated 50 M dollars worth of new business" through campaign x reminded me why a typical marketing exec will be late on our list of hires.
Avoid this book, and watch an AFLAC commercial instead--the duck can communicate more about marketing than this book.
8 of 8 people found this review helpful
I listened intently for the entire duration of this, what I can only describe as 'advert' for the author's own advertising/marketing company KPG. Time after time she tells us about how she, often singlehandedly from her own self-confessed brilliance, won the account, came up with the concept and project managed and wrote the theme tune - and each time ending the anecdote with the phrase '...and the client LLLLOVED it!'
We are given very few new ways of thinking about marketing, advertising etc... In fact the entire book is filled with cliches on how to run a business. I admit the these cliches are in fact good advice for anyone new to business, I just expected more from this book mainly as it is true that KPG have had some really successful campaigns over the years. Unfortunately the only piece of advice I could gain from this book (and I did so indirectly) was that as a company, self publicity is everything - which explains excactly what this book is, a brand-awareness exercise for the author's company!
I did not LLLLLOVE it! I'm afraid, Linda.
3 of 3 people found this review helpful