1001 Advertising Tips

This brilliant Quebec bestseller (now translated into three languages) answers the question “Why does one advertisement succeed and another fail?” Using dozens of examples from actual advertising campaigns and marketing strategies, Luc Dupont lays out important advertising principles that are essential reading for all business managers, advertising directors, designers … as well as the advertisers who use their services.Written in how-to terms, Dupont explains what works and what doesn’t work in advertising. Among the subjects he deals with are how to plan your advertising campaign, how to write advertising copy that sells using the right words and colours, and how to position your products in ads to increase your sales. The original, French-language version of 1001 Advertising Tips has sold over 20,000 copies in Quebec. In February 1999, it became the only Canadian book included in the prestigious Top 100 Advertising and Marketing Books of John Kremer (author of The CompleteDirect Marketing Sourcebook and High-Impact Marketing On A Low-Impact Budget).Among the facts that Luc Dupont unveils:• Women look at a photograph of a naked woman longer than men do (they are comparing themselves with the model)• On average, people spend 3.2 seconds scanning a page in a magazine, and 4 seconds in a daily newspaper • Round products sell better than square ones, particularly if they are intended for women• The first year that tobacco advertising was banned from broadcasts, cigarettesales increased by 3% and advertisers saved $70 million in TV advertising