Description:
A breakthrough guide to the universal principles underlying great advertisingWritten by an all star team of international advertising professionals, this guide offers readers a lively, in depth exploration of advertising principles as they are understood and applied by many of the world's most respected advertising experts. Each chapter features numerous illustrations, case studies and vignettes, and reproductions of print ads and TV commercial stills.Michael Newman is a former Executive Creative Director of Saatchi & Saatchi Australia and Director of the Worldwide Toyota Board. While at Saatchi, he was Australia's most awarded creative director.

About the Author:
Michael Newman was executive creative director at Saatchi & Saatchi in Australia during a period of prolific award winning and billings growing, and sat on their worldwide creative board until 2001. He's also an executive creative director of rival group, M&C Saatchi, in Singapore, and helped establish their office in Kuala Lumpur. In 2004, he launched M&C Saatchi's second agency network, DNA, in Melbourne, Australia. He runs the ideas company, brandnewman, is the author of the advertising book, Creative Leaps published in 2002 by John Wiley & Sons Asia.

Table of Contents:
Acknowledgments.

Foreword.

Introduction - The Rules of Engagement.

The Lawgivers.     

1. The Law of Simplicity (Marcello Serpa).

2. The Law of Positioning (Al Ries).

3. The Law of Consistency (Ian Batey).

4. The Law of Selling (Dave Trott).

5. The Law of Emotion (John Shaw).

6. The Law of Love (Kevin Roberts).

7. The Law of Experience (Kash Sree).

8. The Law of Relevance (Anne Bologna).

9. The Law of Humor (James Lowther).

10. The Law of Disruption (Jean-Marie Dru).

11. The Law of Jump (Sebastian Turner).

12. The Law of Fascination (Reg Bryson).

13. The Law of Irreverence (Jim Aitchison).

14. The Law of Taste (Allen Rosenshine).

15. The Law of Topicality (Michael Newman).

16. The Law of the Silver Elephant (Graham Warsop).

17. The Law of the Chat (Neil French).

18. The Law of Nice (Jamie Barrett).

19. The Lore of Negativity (Jack Vaughan).

20. The Law of Execution (Mike OSullivan).

21. The Law of Evolution (David Lubars).

22. The Outlaw (MT Rainey).

Appendix 1: The Law of Deadlines.

Appendix 2: The 10 Irresponsible Crimes Against Advertising (That Always Violate Profits).

Index.