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Advertising & Marketing Checklists [Paperback]

Ron Kaatz (Author)

4.0 out of 5 stars See all reviews (2 customer reviews) |

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Book Description

Publication Date: January 11, 1995

Advertising & Marketing Checklists gives you the distilled wisdom of decades of experience in advertising and marketing communications. It's a valuable tool for any marketing professional seeking to plan, implement, or manage any advertising or marketing effort. This totally updated and expanded second edition offers the advertising and marketing professional fast, practical solutions to teh challenges of marketing communications. WIth 30 all-new checklists and charts, Ron Kaatz has significantly expanded and improved his highly successful first edition. Topics new to the second edition include:

Protecting your brands
Creating effective Yellow Pages ads
Making "the numbers" work for you
Evaluating new media opportunities
Keys to home stopping and infomercial success
Monitoring your agency's media capabilities

Author Ron Kaatz is a professor of Integrated Marketing Communications at Northwestern University and is the Senior Vice President/Director of Media Concepts at the J. Walter Thompson advertising agency.

#outer_postBodyPS { display: none; } #psGradient { display: none; } #psPlaceHolder { display: none; } #psExpand { display: none; } Advertising & Marketing Checklists gives you the distilled wisdom of decades of experience in advertising and marketing communications. It's a valuable tool for any marketing professional seeking to plan, implement, or manage any advertising or marketing effort. This totally updated and expanded second edition offers the advertising and marketing professional fast, practical solutions to teh challenges of marketing communications. WIth 30 all-new checklists and charts, Ron Kaatz has significantly expanded and improved his highly successful first edition. Topics new to the second edition include:

Protecting your brands
Creating effective Yellow Pages ads
Making "the numbers" work for you
Evaluating new media opportunities
Keys to home stopping and infomercial success
Monitoring your agency's media capabilities

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Editorial Reviews

About the Author

Ron Kaatz is a professor of Integrated Marketing Communications at Northwestern University and is the senior vice president/director of media concepts at the J. Walter Thompson advertising agency.

Product Details

Paperback: 256 pages
Publisher: McGraw-Hill; 2 edition (January 11, 1995)
Language: English
ISBN-10: 0844235202
ISBN-13: 978-0844235202
Product Dimensions: 11 x 8.6 x 0.8 inches
Shipping Weight: 1.6 pounds

Average Customer Review: 4.0 out of 5 stars See all reviews (2 customer reviews)

Amazon Best Sellers Rank: #1,059,617 in Books (See Top 100 in Books)

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› Visit Amazon's Ronald B. Kaatz Page

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5.0 out of 5 stars Great book from a great man, October 15, 2010

jns (Chicago, IL United States) - See all my reviews

This review is from: Advertising & Marketing Checklists (Paperback)

Ron Kaatz was my advertising professor at Northwestern University. He inspired us to dig deep within ourselves for answers. He believed that we, as young professionals, could create simple tools to gauge the effectiveness of our communication and marketing efforts. His book gives a variety of checklists that corporate communicators and advertising professionals can use in practical applications. I'm biased, but I think the book is great for what it does.

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3.0 out of 5 stars Pretty good but not very complete, July 20, 2008

S. Elliott (Phoenix, AZ) - See all my reviews
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This review is from: Advertising & Marketing Checklists (Paperback)

This is a good book but an experienced person will not get a whole lot of insight.

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Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!

Inside This Book (learn more)

First Sentence:
Whether you are General Motors Corporation or a Chevrolet dealership in Sioux Falls, South Dakota...Procter & Gamble Co. or Sunset Foods in Highland Park, Illinois...John Hancock Life Insurance Co. or The McRae Insurance Agency in Winston-Salem, North Carolina, you have asked yourself these questions more than once. Read the first page

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
creative media concept, marketing communicator, marketing communications activities, marketing communications program, idea starters, media option, sponsorship opportunities, media vehicles, consumer insights, media plan, media department, much frequency

Key Phrases - Capitalized Phrases (CAPs): (learn more)
Suggested Improvement, Key Note, Commercials That Sell, Good News, Yellow Pages, Suggested Change, Force Significance, Productive Business-to-Business Telemarketing, Better Decisions, Establish Good Client Relations, Key Values of Infomercials, Last-Minute Checkup, Marketing Communications Needs Assessor, Maxwell Sroge, Message That Sells, Monitoring Your Agency's Media Capabilities, Press Release Checklist, The Creative Media Pocket Planner, Use of Research Reports, Create Successful Catalogs, David Thomas, Good Idea, Key Reasons, Maridell Fryar, Sales Promotion Management

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Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!

Citations (learn more)

This book cites 8 books:

Handbook For Business Writing by L. Sue Baugh on page 202, page 203, and page 206
Sales Promotion Management by William Robinson on page 147, page 151, and page 158
Successful Direct Marketing Methods by Bob Stone on page 129, and page 133
How To Create Successful Catalogs by Maxwell Sroge on page 140, and page 141
How to Have a Winning Job Interview (Vgm How to Series) by Deborah Perlmutter Bloch on page 218

See all 8 books this book cites

5 books cite this book:

Careers in Advertising by S. William Pattis in Back Matter
Value-Added Public Relations: The Secret Weapon of Integrated Marketing by Thomas Harris in Back Matter
Value-Added Public Relations: The Secret Weapon of Integrated Marketing by Thomas L. Harris in Back Matter
Entrepreneur Magazine: Successful Advertising for Small Businesses by Conrad Berke in Back Matter
Careers in Advertising by S. William Pattis in Back Matter

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Advertising Media Planning, Sixth Edition by Jack Zanville Sissors

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Advertising and Promotion by Michael A. Belch

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The New Marketing Paradigm by Don E. Schultz

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The Advertising Business by John Philip Jones

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