The 22 Irrefutable Laws of Advertising (and When to Violate Them)
1st Edition
Published on 14. May 2004
Book
Hardback
350 pages
978-0-470-82106-0 (ISBN)
Description
This breakthrough guide explores the universal advertising principles that underlie great advertising. 22 Irrefutable Laws of Advertising offers readers a lively, in-depth exploration of those principles as they are understood and applied by many of the world's most respected advertising professional.
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Persons
Michael Newman is the former Executive Creative Director of Saatchi & Saatchi Australia and Director of the giant agency's Worldwide Toyota Board. During this time he was Australia's most awarded Creative Director. He was at the forefront of the groundbreaking Saatchi creative work on giant accounts like Toyota. He led the agency to numerous wins at the Cannes Advertising Festival. He's a sought after judge on award juries and is well known for his articles and speeches in various trade magazines and industry publications. As a writer and creative director, he has won numerous national and international creative awards including Cannes, Caxton, D&AD and AFA Golden Pinnacle for Effectiveness. He is now Principal Director at brandnewman, an ideas resource for advertisers and agencies.
Content
Foreword Introduction -- the Rules of Engagement 1 The Law of Simplicity by Marcello Serpa 2 The Law of Positioning by Al Ries 3 The Law of Consistency by Ian Batey 4 The Law of Selling by Dave Trott 5 The Law of Emotion by John Shaw 6 The Law of Love by Kevin Roberts 7 The Law of Originality by Sebastian Turner 8 The Law of Relevance by Anne Bologna 9 The Law of Humour by James Lowther 10 The Law of Disruption by Jean Marie Dru 11 The Law of Honesty by David Droga 12 The Law of Fascination by Reg Bryson 13 The Law of Irreverence by Jim Aitchison 14 The Law of Respect by Bob Garfield 15 The Law of The Customer by Tony Fisher 16 The Law of the Silver Elephant by Graham Warsop 17 The Law of the Chat by Neil French 18 The Law of Niceness by Jamie Barrett 19 The Lore of Negativity by Jack Vaughan 20 The Law of Execution by Mike O'Sullivan 21 The Law of Evolution by David Lubars 22 The Outlaw by MT Rainey Appendix 1 -- The 10 Irresponsible Crimes Against Advertising Appendix 2 -- The Jury