The 22 Irrefutable Laws of Advertising and When to Violate Them

Year 2004

ISBN No. 9780470821060

No.of pages 250

Subject Business and Management, Advertising and Public Relations

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A breakthrough guide to the universal principles underlying great advertising Written 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 (Palm Beach, Australia) 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.

Table of contents

Foreword Introduction -- the Rules of Engagement 1 The Law of Simplicity by Marcello Serpa 2 The Law of Positioning by Al Ries 3 The Law of Consistency by Ian Batey 4 The Law of Selling by Dave Trott 5 The Law of Emotion by John Shaw 6 The Law of Love by Kevin Roberts 7 The Law of Originality by Sebastian Turner 8 The Law of Relevance by Anne Bologna 9 The Law of Humour by James Lowther 10 The Law of Disruption by Jean Marie Dru 11 The Law of Honesty by David Droga 12 The Law of Fascination by Reg Bryson 13 The Law of Irreverence by Jim Aitchison 14 The Law of Respect by Bob Garfield 15 The Law of The Customer by Tony Fisher 16 The Law of the Silver Elephant by Graham Warsop 17 The Law of the Chat by Neil French 18 The Law of Niceness by Jamie Barrett 19 The Lore of Negativity by Jack Vaughan 20 The Law of Execution by Mike O'Sullivan 21 The Law of Evolution by David Lubars 22 The Outlaw by MT Rainey Appendix 1 -- The 10 Irresponsible Crimes Against Advertising Appendix 2 -- The Jury