How not to Plan: 66 ways to screw it up

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How not to Plan: 66 ways to screw it up

How not to Plan: 66 ways to screw it up

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Spending in media that reaches lots of people using high quality creative delivers a 'signalling effect' that shows the value of the brand and engenders trust. Celkovo ale mozem s cistym svedomim dat 5 hviezdiciek a som si isty, ze kazdy sa po precitani stane aspon o kusok lepsim marketerom. Brands are right to think about drivers of authenticity, but should carefully consider hitching themselves to the social purpose wagon.

The gurus like to argue that because millions of people are on Facebook, it’s superior to TV in its marketing effectiveness.For them, social channels are fireworks, TV and traditional media are still king, consumers haven’t changed one bit and marketers who advocate change are no different than the aforementioned gurus.

Less, wider targeted and with better production value is generally far better than more, tighter targeted and 'low cost'. So in the sink or swim world of planners, strategists and their clients, now more than ever, there is a need for a practical handbook to guide us through all the main parts of the process.

How Not to Use Focus Groups: “Expertly practiced groups can give us a uniquely sensitive understanding of people’s relationships with brands and communication. With all due respect to Byron Sharp (whose book I still consider as narrow minded) these guys managed to deliver very complex concepts in a very insightful way. Encourage clients to invest in them over the long term… Advertising influences people as a weak force, not a strong one. When circumstances do change, you are better prepared to face them because you do not cling to a desire of how things should be. A brilliant reminder that real people are illogical and contradictory, and certainly don’t care much about ads.

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