Overview
"Creativity in marketing communications is one of the most potentways for companies to increase their productivity. This bookcontains case after case, which demonstrates the leveraging powerof innovative thinking in advertising today." -Joseph E. DeDeoChairman of Latin America,Young & Rubicam, Inc.
The days of expensive network television rollouts of newadvertising campaigns are over. Targeted, niche-driven selectivemarketing is less expensive, more profitable, and far more sensiblein today's thriving culture of special-interest media.
Here's your chance to learn all about this revolutionary newmarketing strategy.
Written by the advertising genius behind some of the mostunforgettable campaigns of the past 30 years, Divide and Conquerteaches you what you need to know to conduct your own successfulselective-marketing campaigns. Fifteen fascinating and instructivecase studies demonstrate how to identify your markets precisely,get to know them inside and out, fashion a message that they'llhear and respond to, and find the perfect media mix to deliver yourmessage.
No matter what size company you work for, in Divide and Conqueryou'll learn valuable lessons about how to find your customers,reach out to them, and forge profitable, long-term relationshipswith them.
With the advent of cable TV, the Web, and other new platforms,media have become as diverse as the increasingly fragmented marketsthey serve -dangerous terrain for one-size-fits-all advertising. Inthe 1980s, a handful of visionaries began developing an alternativedesigned to take advantage of today's thriving culture ofspecial-interest media. It's called selective marketing, and unlikemass-market advertising, it doesn't tell people what they want, itasks them. Selective marketing uses sophisticatedintelligence-gathering techniques to pinpoint niche markets andlearn all about them. It plies everything from print, TV, andradio, to Web technology, fax response, and even performance art tocapture specific markets and forge lasting relationships with them.And it helps clients find the best ways to satisfy or surpasscustomer expectations.
In Divide and Conquer, Harry Webber reveals the secrets behind thisrevolutionary new marketing strategy. The advertising genius behindsuch memorable campaigns as "I am stuck on Band-Aid," Webberclearly and concisely lays out basic selective-marketing principlesand practices. With the help of 15 selective-marketing casestudies, he demonstrates that any advertiser can use his proventechniques to identify markets, create the right message for aparticular market, and develop the most effective media mix todeliver that message.
Fascinating and instructive success stories, the case studiesprovide a unique insider's look at selective marketing in action.You'll learn how selective marketing was used to restore theinvestment community's faith in Ford; win the alternative adultmarket for Dr Pepper; entice baby boomers to Kentucky FriedChicken; and even forge an alliance between the Crips and Bloodsstreet gangs for the Los Angeles city attorney's office. Each casestudy presents concise descriptions of the target market, marketingchallenge, selective-marketing solution, and outcome, and concludeswith a quick summary of important selective-marketing lessonslearned. Throughout the book, sidebars spell out keyselective-marketing principles embodied by the case at hand.
The first practical guide to the revolutionary marketing strategythat threatens to make mass marketing a thing of the past, Divideand Conquer is essential reading for marketing managers,entrepreneurs, and professionals working in small businesses,midsize companies, and large corporations.
The days of expensive network television rollouts of newadvertising campaigns are over. Targeted, niche-driven selectivemarketing is less expensive, more profitable, and far more sensiblein today's thriving culture of special-interest media.
Here's your chance to learn all about this revolutionary newmarketing strategy.
Written by the advertising genius behind some of the mostunforgettable campaigns of the past 30 years, Divide and Conquerteaches you what you need to know to conduct your own successfulselective-marketing campaigns. Fifteen fascinating and instructivecase studies demonstrate how to identify your markets precisely,get to know them inside and out, fashion a message that they'llhear and respond to, and find the perfect media mix to deliver yourmessage.
No matter what size company you work for, in Divide and Conqueryou'll learn valuable lessons about how to find your customers,reach out to them, and forge profitable, long-term relationshipswith them.
With the advent of cable TV, the Web, and other new platforms,media have become as diverse as the increasingly fragmented marketsthey serve -dangerous terrain for one-size-fits-all advertising. Inthe 1980s, a handful of visionaries began developing an alternativedesigned to take advantage of today's thriving culture ofspecial-interest media. It's called selective marketing, and unlikemass-market advertising, it doesn't tell people what they want, itasks them. Selective marketing uses sophisticatedintelligence-gathering techniques to pinpoint niche markets andlearn all about them. It plies everything from print, TV, andradio, to Web technology, fax response, and even performance art tocapture specific markets and forge lasting relationships with them.And it helps clients find the best ways to satisfy or surpasscustomer expectations.
In Divide and Conquer, Harry Webber reveals the secrets behind thisrevolutionary new marketing strategy. The advertising genius behindsuch memorable campaigns as "I am stuck on Band-Aid," Webberclearly and concisely lays out basic selective-marketing principlesand practices. With the help of 15 selective-marketing casestudies, he demonstrates that any advertiser can use his proventechniques to identify markets, create the right message for aparticular market, and develop the most effective media mix todeliver that message.
Fascinating and instructive success stories, the case studiesprovide a unique insider's look at selective marketing in action.You'll learn how selective marketing was used to restore theinvestment community's faith in Ford; win the alternative adultmarket for Dr Pepper; entice baby boomers to Kentucky FriedChicken; and even forge an alliance between the Crips and Bloodsstreet gangs for the Los Angeles city attorney's office. Each casestudy presents concise descriptions of the target market, marketingchallenge, selective-marketing solution, and outcome, and concludeswith a quick summary of important selective-marketing lessonslearned. Throughout the book, sidebars spell out keyselective-marketing principles embodied by the case at hand.
The first practical guide to the revolutionary marketing strategythat threatens to make mass marketing a thing of the past, Divideand Conquer is essential reading for marketing managers,entrepreneurs, and professionals working in small businesses,midsize companies, and large corporations.
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