By Linda Kaplan Thaler
The founders of 1 of contemporary most popular, such a lot cutting edge advertisements firms clarify how one can ignite the type of advertising explosions that may trap shoppers' attention.Linda Kaplan Thaler, the CEO and leader artistic Officer of the Kaplan Thaler team, is the brains at the back of a bunch of memorable and hugely winning advertisements, from the irresistibly sentimental "Kodak second" crusade to natural Essences' "totally natural adventure" to, such a lot lately, the irrepressible AFLAC duck. In Bang!, Kaplan Thaler and Robin Koval of the Kaplan Thaler staff, at the moment ranked because the fastest-growing advert supplier within the kingdom, provide the type of out-of-the-box pondering and confirmed innovations that agents at any place can use to create loud, transparent, interesting messages approximately their items and services.Presenting an arsenal of "big bang" rules, the authors talk about the right way to create a memorable exposure hook and the way to layout interesting packaging that faucets into shoppers' innermost wishes. They interweave unique debts in their successes and screw ups, in addition to these of different businesses to indicate particular how you can determine an environment conducive to leading edge breakthroughs--why having "enough" time to paintings on a undertaking could be a drawback, and why having a small employees in a cramped area is usually how one can get a hold of enormous ideas.Full of colourful anecdotes and encouraging money owed of campaigns that experience catapulted sales and elevated industry stocks, Bang! exhibits how you can create a campaign that rises above the banal barrage of ads to create a real advertising explosion.
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Includes companion files which can be downloaded by clicking on the links found at the bottom of the launch page for programs. Title is in personal folders Contains a bookmark which can be found by clicking the link on the Table of Contents page. Corporate Annotations Includes supplemental CD content which can be downloaded by clicking the link found on the Table of Contents page Offers a full text Adobe PDF which can be retrieved by clicking the download tool. Offers a downloadable Microsoft Reader file which can be retrieved by clicking the download tool.
54 Chapter 2: Lose The Rules Chapter 2: Lose The Rules 55 Blood . . Sweat and Tears In 1998 the American Red Cross asked us to create a new public service announcement to boost its support for its life-saving services. , I felt that the organization deserved more. We needed something bigger, something more disruptive. Then one day I was hit with inspiration. “I’ve got it,” I announced as I walked into Robin’s office one morning. ” Robin stared at me blankly. There was no one on our staff who had worked in television programming.
And they looked at me like I was nuts. I finally made the decision that I wouldn’t tell anybody, including the board of directors. ” And speak they have. On December 31, 1999, the commercial aired for the first time. Within six days, AFLAC had received more hits on its website than in the entire previous year. KTG went on to create over a dozen more AFLAC commercials starring the frustrated duck. The AFLAC duck aired on the opening ceremony of the 2002 Winter Olympics. AFLAC’s annual sales increase, which historically had hovered around 12 to 15 percent, was up 28 percent for the year 2000, 29 percent for 2001.