Scientific Advertising 9788377012840

Table of contents :
Przedmowa wydawcy ........................................................................5
Rozdział 1. Jak ustala się prawa reklamy .........................................................7
Rozdział 2. Dobra praktyka sprzedaży .............................................................15
Rozdział 3. Oferowanie usługi ..........................................................................21
Rozdział 4. Reklamy w sprzedaży wysyłkowej .................................................25
Rozdział 5. Nagłówki .........................................................................................33
Rozdział 6. Psychologia .....................................................................................39
Rozdział 7. Podawanie konkretów ....................................................................47
Rozdział 8. Opowiadanie pełnej historii ...........................................................53
Rozdział 9. Sztuka w reklamie..........................................................................59
Rozdział 10. Rzeczy zbyt kosztowne ...................................................................65
Rozdział 11. Informacja .......................................................................................71
Rozdział 12. Strategia ..........................................................................................77
Rozdział 13. Korzystanie z próbek .....................................................................83
Rozdział 14. Budowanie kanałów dystrybucji ....................................................91
Spis treści

Rozdział 15. Kampanie testowe ...........................................................................97
Rozdział 16. Poleganie na pośrednikach ..........................................................103
Rozdział 17. Indywidualność ..............................................................................107
Rozdział 18. Reklamy negatywne ......................................................................111
Rozdział 19. Pisanie listów ................................................................................113
Rozdział 20. Nazwa, która pomaga ..................................................................117
Rozdział 21. Dobry biznes .................................................................................121

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