National Mail Order Association
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Asinine Advertising |
by Herschell Gordon Lewis Direct magazine's Curmudgeon-at-Large has done it again…this time with a scathing analysis of how bad advertising--based on false notions of "creative, over-produced and under-thought-out sales appeals, and just plain stupidity and dishonesty--are costing all of us--business people and consumers, sellers and buyers--a lot of money needlessly.\ Table of Contents SECTION ONE The Ignoble Art of
Online Messup Remember what John Wanamaker said
about wasting half his advertising dollars? Too bad he couldn’t
have read this great book. With true expertise and a great sense
of humor, Lewis illuminates the path to recognizing inept and
unethical ads and offers valuable insights into developing
marketing that generates greater response and increased revenue.
It’s a must-read. Herschell has the wealth of
copywriting knowledge and experience to help ensure that your
marketing messages are sublime—and, more important,
effective—rather than asinine. And he has the hearty skepticism
and cynical wit to make the process fun as well. Another brilliant piece of industry
observation—rueful in picking over examples of poor modern
marketing, and rib-tickling: the hilarious conversation with a
telemarketer will live with me forever. The man may be a prolific
author, guru and all-round good egg(head), but he’s also a comic
genius. Yet more bang-up-to-date wit and wisdom from the King of
Copywriting. Long may he reign! If you chose to read one book to
enlighten you and entertain you on what not to do in advertising,
while teaching you what to do, this is it. Those of us who have
utilized Herschell’s creative talents know that he delivers
results. I highly recommend this book to anyone who wants to
maximize their return on investment in advertising by avoiding
pitfalls. Whether you are an expert or a beginner, there are many
nuggets of gold here. If you’re (not your) a Herschell
Gordon Lewis fan, then this book is a must read. Herschell’s
ascerbic writing and insight instruct anyone interested in
communicating a marketing message how to do it in a compelling and
intelligent manner and in a way that will raise response and not
insult the reader. About the Author of Asinine Advertising Herschell Gordon Lewis is
one of the leading copywriters of the past half-century. He is
author of 27 books, including Marketing Mayhem, The Advertising
Age Handbook of Advertising, Selling on the Net, and Sales Letters
That Sizzle. Mr. Lewis has written for many trade
publications, including Direct, Direct Marketing Magazine,
Selling, 1 to 1, Direct Marketing News, and is the copy
columnist for Catalog Age. He also has addressed
advertising and marketing audiences around the world. In 2003, he
was inducted into the Direct Marketing Hall of Fame. Ordering inside the USA For information on the cost of International shipping, please email our order department and make sure you provide your address to receive a reply with accurate shipping cost. Click here to order Asinine Advertising for only $22.95 plus $7.00 shipping! |
