Join Jane Barratt for an in-depth discussion in this video Resources for ongoing learning, part of Advertising Fundamentals.
- Advertising as a sub-set of the marketing world…is a fascinating and ever-changing business.…And it's important to always be learning.…The first thing to do, is to make reading a part…of your everyday practice.…And don't just go for the long-form reporting.…Sometimes the industry gossip blogs and digital publications…will tell you more about what's going on…than the big trade press names.…But you should still read both.…The marketing and media sections…of the bigger newspapers are good to keep up with too.…And don't forget books.…
Some of the classics like "Ogilvy on Advertising"…or "Hey, Whipple, Squeeze This"…are great for the basics even though they were written…in much simpler times.…The strategic brilliance of Jon Steele…and John Gerzema really help frame what planning is,…and "Next Now" by Marian Salzman is a great way…to get a preview of trends as they're forming.…It's always interesting to see what work is winning awards.…And there's no shortage of awards…in the advertising business.…The Cannes Lions in June every year…
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- Defining your audience
- Crafting your message
- Placing your ad
- Establishing a digital, competitive, and editorial presence
- Working with advertising partners
- Working with an ad agency