Bernice Loman's Marketing Campaign Handbook - A Book Review
Marketing Campaign Handbook by Bernice Loman is not a book for the novice marketer, but any experienced marketer can use it to learn new techniques and strategies to help you make more money.
Creating marketing campaigns for any size company is not complicated. There is a common misconception that marketing campaigns are just for large companies, highly experienced marketers, and those with deep pools of money to spend.
The truth is, this book does not focus solely on how to create a successful marketing campaign but rather gives you a simple step-by-step blueprint to help you put together a good marketing plan for any size company or any product or service you offer.
The book also includes ten case studies that offer real-life examples and successful marketing strategies as a bonus.
These case studies show you what works and what does not work for creating a successful marketing plan and executing a marketing campaign. Furthermore, the Handbook also focuses on creating and executing effective sales and customer service programs.
Loman shows you how to write effective sales letters, how to set up strong advertising campaigns, and how to evaluate your results. The book not only gives you new techniques and strategies, but it also provides you with a great deal of practical advice. If you’re a marketing manager or a sales manager, you will find much that you’ve never seen before in a book like this. In fact, if you are interested in learning more about creating, implementing, and evaluating marketing plans, you’ll probably find this book very useful. It will provide you with new ideas and strategies and give you new ways to implement them and develop a better marketing program for your company.
However, before you go off and buy this first in a series of marketing books just because Brad Yates writes it, make sure you read the synopsis. The description given there is actually pretty good, and I think that the majority of people who will pick up the book will agree with me. It is probably one of the best-written texts on how to run a marketing campaign. It starts by describing the book in one of its many chapters, each dealing with a different aspect of running a successful campaign. Each chapter also lists the topics and subtopics covered in the chapter, and at the end of the book, there is a short index.
I liked that the first four chapters were called “The Fundamentals,” and each chapter gave a brief description of what was covered in that chapter. The fifth chapter actually explained what the fundamentals of advertising are and what the basics of marketing are. That chapter also described what a first campaign should look like. I really liked these first four chapters, and even though I have read other books about these topics before, I liked this one the best.
After the first chapter, however, things start to change. Brad Yates spends the next two chapters describing what common mistakes are and how you can avoid them. He gives examples of what he has seen and what he’s done in his own campaigns, and he talks about what you should be doing to make sure your message is being delivered effectively. Several case studies come from this book that was especially memorable for me. After reading the case studies, I sure understood what the biggest mistakes were. It starts by describing the book in one of its many chapters, each dealing with a different aspect of running a successful campaign. Each chapter also lists the topics and subtopics covered in the chapter, and at the end of the book, there is a short index.