دانلود کتاب On Target : The Book on Marketing Plans

YES, this excellent book is a basic primer for new students and non-savvy marketing VP's. And maybe that's where some folks should get back to? Back to the basics of reporting to their COO and CEO and CFO the ABC's of Marketing, Publicity and Advertising. WHAT'S THE ROI OF YOUR PLAN?

A= Is it Authorized?

B= Was it Budgeted?

C= Will it be Cost effective?

For too long, too many Marketing, Publicity and Advertising folks have gone to their bosses and submitted proposals as high as 50 million dollars and gotten it. Six months later, the product was pulled from the shelves and the funds had been wasted.

This book is a basic, hard school of knocks which helps a creative person establish and lay out what and how and who will be responsible for budgeting and producing results. There are no shortage of great ideas, great campaigns, great new jingles and slogans coming from top agencies, worldwide - for a hefty multi-million dollar cost.

Having worked for the largest ad and marketing company in the world (which owns almost 100 companies) there are at least a half dozen colleagues whom could care less if the CAMPAIGN produced any sales results. This book puts an end to irresponsible behavior.

You can't have your income of 400k per year anymore if you can't prove the ROI or prove sales were lifted or the P & L benefited! Just because you have a great marketing idea - doesn't mean you get your requested project budget!

YES, my own family's company that we have helped created enduring slogans that MADE MONEY FOR PEOPLE like, "When it rains it pours," for Morton Salt - "Reach out and touch someone," for Bell Telephone (my Uncle Tony Galli) and others like, "A diamond is forever." These ideas and jingles or slogans with campaigns made and make money still for clients - even after 100 years they are still being used today.

What I found in Tim Berry's and Doug Wilson's book and software program is that they are holding people accountable for their proposals. And that is a back to the basics, school desk approach that most CEO's, COO's and CFO's find refreshing. Forecasting is key but so is Actual Results for Sales.

To this day, I can't erase from my mind a senior VP at a major ad agency telling me, "the 20 million dollar campaign we handled was for delivery of an excellent campaign - we have no responsibility or interest in the financial results for the client."

In this case, the client was a Fortune 100 client...