Daniel Yadin shows how to apply the art of good salesmanship to the crafts of advertising, public relations and sales promotion. Above all, Creative Marketing Communications is about motivation, persuasion and seduction, and is crammed with practical advice, including: an extensive section on marketing-related tools, techniques and resources; branding and positioning techniques, and how to exploit them; 10 key questions to ask when planning creative marketing campaigns; the true power of AIDA, and how to use it; guidelines for creating sales-winning headlines and body copy; 16 guidelines for writing powerful, sales-winning direct mail; 29 essentials for improving your brochures and leaflets; 20 essentials for preparing and writing effective news releases; practical design techniques for press and print; and creative marketing on the Web: planning, creating, promoting and evaluating.
