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Bill Glazer
Outrageous Advertising That's Outrageously Successful
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Acknowledgments
Foreword
PREFACE
Contents
1) Take The OUTRAGEOUS Path To OUTRAGEOUS Success
the path less traveled, think differently
OUTRAGEOUS yet systematic
translating to other media
OUTRAGEOUS produces results from … EVERYONE
ideas are in every industry
ideas are everywhere
defining results
2) Defining Advertising And The Three Possible Responses
this is direct response, NOT BRANDING
GOOD NEWS!!! often direct response leads to branding
yellow pages: a yellow brick road
three piles of advertising
yes or no – or maybe later
options equal opportunities
options equal profits
Страница 26
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