Summary
The book opens with Edward R. Murrow’s timeless quote, “The obscure takes time to see, the obvious takes longer.” Regrettably, the obvious lessons that take time to learn in the advertising business are rarely being taught. Most big agencies today are too pressed for profit to do the kind of studying or training they could once afford. Shortcuts to the Obvious fills the gap by teaching those critical lessons that count most at each step of the way.
Shortcuts is short on the abstract, long on the real world, with some of the most effective campaigns ever serving as the real teachers. Campaigns included are Visa, Mac, Oreo, Pepsi, Budweiser, Viagra, Cheer, Nike, among many others. Key chapters include:
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Positioning—What to know in under three pages
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Creative Strategy—The most important chapter
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The Initial Exploratory—What to look for, What risks to take
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How to pre-test advertising without getting burned
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How to get a great test score, and still get a great ad
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Producing a full-up commercial—The five key issues
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When to change ads, When to change campaigns
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The elusive media threshold—How to find it
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Ten obvious things to know about media planning and buying
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The Internet—An advertising work in progress
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How to get your agency’s best, and what to pay for it
Who should read Shortcuts? Anyone involved in the advertising development process, or anyone who wants to be, but especially the clients on the front line responsible for executing their brand’s marketing plans.
