Download Ebook Awareness Without Advertising, by Chris C. Birt
After obtaining the documents of the Awareness Without Advertising, By Chris C. Birt, you need to recognize ways to handle your time to check out. Naturally, many individuals will have various means to arrange the moment. You could use it in your leisure in your home, at the workplace, or at the night before sleeping. Guide file can be additionally stored as one of today reading product
Awareness Without Advertising, by Chris C. Birt
Download Ebook Awareness Without Advertising, by Chris C. Birt
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Product details
Paperback: 86 pages
Publisher: Independently published (January 12, 2019)
Language: English
ISBN-10: 1793959307
ISBN-13: 978-1793959300
Product Dimensions:
5.1 x 0.2 x 7.8 inches
Shipping Weight: 4 ounces (View shipping rates and policies)
Average Customer Review:
4.9 out of 5 stars
20 customer reviews
Amazon Best Sellers Rank:
#612,648 in Books (See Top 100 in Books)
The behemoths of the Internet (the FAANGs) that want to soak up all of your advertising dollars aren't going to like this book. But you will, if you are a B2B or B2C marketer looking to build brand awareness while generating measurable, outsized results for your budget. Chris Birt shows how to use the organic reach algorithms employed by Google/Facebook etc. to generate "buzz" for your brand without (or with only minimal spending on) advertising. The secret is surprise, and he explains how to employ it with copious examples. The "half face" Minnesota Lynx campaign was a surprise. Celebrities on buses were a surprise. Supermodels in supermarkets, ditto. This book is short enough to read in a single evening or on a reasonably short flight; but the lessons you'll take away can help you generate big results without breaking the bank.
Our business is very proficient at SEO and leveraging the semantic web. I am always looking for ways to deepen our edge in this area. I originally purchased this book with the expectation that it would dig more deeply into SEO and other ways to generate brand awareness organically.It does not offer that depth. It does offer a deeper look at the much bigger picture out there for brand awareness by examining the PESO model and the use of advertising campaigns that generate awareness without paying the FAANGs for it. It was worth a read, but not for the purpose I had intended.
Brilliant
This is an interesting book. The author's approach is grounded in brand advocacy which is different from influencer marketing or word-of-mouth. While the ends are the same--or getting analysts, editors, insiders and otherwise influential people and media to talk about your brand--this book claims you need to create a stable of advertising-driven content that targets a zeitgiest in popular culture to get your message out.I think this insight is timely when you look at recent work from Gillette and Nike. The book is filled with case studies that the author claims to have generated millions of dollars in press. There is a hilarious story about how the author's agency created a fake Italian "Influencer" to sell a new beer and used a clever twist on Starbucks to promote tourism. He also mentions work for the Minnesota Lynx of the NBA and the United Way.The big question, obviously, is whether all of this can be accomplished without "advertising." The book asserts, and the case studies appear to support that brands should support strong advocacy for a focused audience through a variety of media channels. While it feels a bit self-serving at times (as he relies heavily on his agency work), there are enough examples to make a strong case for this approach.
As an established magazine publisher, I was hesitant to buy this book. Advertising revenue, after all, is what print publication need to thrive. Once I read a few chapters, however, I was hooked on the idea that advocacy is really what our magazine is all about. We bring useful features and stories to our readers and we remain a trusted, informative and entertaining resource in the markets we serve. This book does not "diss" advertising as much as it pops the bubble that blowing your budget on digital media and the FAANGs is actually passe'. I particularly like the chapter where it describes the demarcation between web 2.0 (or FAANG ads) and web 3.0 which is all about taking back control of your information and identity online. Our magazine thrives because it focuses on specific types of "content" or stories that speak to people where they live. If I were to build our business over again, I would find a lot to like in this book.
I read this book because I'm fascinated by ads. Its pages don't disappoint. The book examines a number of ads with an eye to color, meaning, composition and irreverence. Through notation, analysis and critique Birt tells a story about ads in the 21st century, pointing out they have to both get our visual as well as intellectual attention. As a Minneapolis native, I liked the references to Bob Dylan and to Birt's local ad series about our public libraries. However, the book takes a broad, international view while keepings its lens pointed appropriately narrowly at advertisement as a medium of communication.
The first thing I noticed about this colorful print book was its size. It fits in my jacket pocket and that is handy for travel. This would not matter if there wasn’t anything between the covers. I am delighted to say there are many great stories in this book, not just about advertising, but also about pop culture and the impact of technology on communication.I have worked with non-profits and we are always trying to make a big impact on a volunteer budget. I would agree with the author that most organizations follow the latest fad marketing idea to get the word out about their story. This book tells you that brand advocacy is neither a fad nor an old-fashioned idea and that it can do big things without blowing your budget on digital media. It suggests you spend time getting your story right.From what I understand you can generate quite a bit of free press, if you have the right advertising material. The book makes some large claims about the ROI this delivers but I feel like I need to do more research on it. And it’s not entirely true that you can get awareness without advertising, unless you buy the book's premise that advertising is really the act of paying for media, not creating advertising material. OK, I get it.This book is still very informative and entertaining, even funny. It’s worth a read.
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