Creative Marketing Communications

The full title of the book is "Creative Marketing Communications: Top Creative Minds Reveal The Secrets Of Powerful Marketing Communication Campaigns" and is written by what are described as the "creative hot-shots from some of the world's leading marketing, advertising and public relations firms."

My comments are based on the BusinessSummaries summary because there is no way that I would buy and read the full book.

You see because I prefer a direct marketing approach which can be measured through enquiries, orders and sales I am suspicious of the big marketing companies.

Too often I see adverts on TV or in the glossy magazines that leave me totally unmoved and often even unsure about just what it is that they are selling.

Changing Landscape of Marketing Communications

The world of advertising is changing with users having the ability to skip past TV ads and the classic media of TV, radio, magazines and newspapers becoming fragmented into more specialised channels which will require more targeted advertising messages.

Consumers and commercial purchasers are also becoming more tuned into the Internet, both in times of searching for options and for product reviews and this trend is only increasing with the rise of the social media sites. Some advertising videos on YouTube do become very popular but this is because of the entertainment factor involved and while it may lead to greater brand awareness, it may not move people to buy.

Inside the Creative World

Much of the book appears to be more focused on promoting creative marketing to people who want to work in the industry rather than as it describes what's needed in very flattering terms.

Good and Bad Advertising

According to the book good advertising becomes part of the popular culture while bad advertising is devoid of emotion.

I agree and I don't agree.

Advertising is there to sell, perhaps not immediately because I accept that there is a cumulative effect of the promotional messages but the bottom line is simple:

Good advertising makes money, bad advertising loses money.

If being entertaining helps to increase sales then great.

If the advert becomes part of popular culture and that increases sales, fantastic.

Conclusion on "Creative Marketing Communications"

It's interesting to read about creative marketing from the big agency perspective but the "Creative Marketing Communications" book did nothing to convince me that the focus should be on anything else but direct response marketing.

But this is the beauty of the BusinessSummaries service. You get to read another perspective in twenty minutes and then you can make your own mind up whether you want to take it further.