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Ordinary Advertising. And How To Avoid It Like The Plague.

Ordinary Advertising. And How To Avoid It Like The Plague.

Penned By Mark Silveira
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4.85
24,453 Global Ratings
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Ordinary Advertising. And How To Avoid It Like The Plague.

Ordinary Advertising. And How To Avoid It Like The Plague.

Penned By Mark Silveira
4.85 24,453 Ratings
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Editor's Note:
The problem with most advertising isn't that it's bad. The problem is it's ordinary. And while it may be perfectly fine for many things to be ordinary, (after all, most things are), it's not okay for advertising. Because only extraordinary advertising attracts enormous attention, makes a firm connection with its audience and returns a value far in excess of the amount invested in it. So why isn't more advertising extraordinary? It's not because clients don't want it, or because there's a shortage of people who can do it. It's because too few people involved in the selection of advertising have had much training in how to do so. Which is precisely what this book is meant to provide. Starting with the basic impediments to extraordinary advertising--like poor listening and even worse research--this book lays out the cardinal principles for getting to better than ordinary advertising. How to get a feel for what your audience wants to hear and know, not what you want to say. The critical role "truth" plays in all extraordinary advertising. And how to develop a strategy that creates an open field for original thinking instead of a box that constrains it. Using many instructive examples, (and more than a few amusing anecdotes), this book covers traditional positioning and how to put it to use, along with a new and highly effective approach the author has dubbed "Zone" marketing. Also included is a revealing look at "integrated marketing" and how disintegrated it largely remains. Some valuable insights into the semiotics of advertising communications, the role of new media, the impact of media killers such as DVRs and the like, and since no book on the subject of advertising would be complete without it, a very scrutinizing examination of that much talked about, but little understood concept: Branding. For anyone involved in the selection of advertising--new media or old--or anyone whose ultimate business success is to some degree, (usually large) driven by communications, this book will provide a straightforward, but highly untextbook-like guide to identifying, championing and understanding extraordinary advertising. Which, at the end of the day (to use a most ordinary, cliched term) is the only kind worth investing in.

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Released August 27, 2003
Identifier (ISBN) 20185348
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Mark Silveira
The Mind Behind the Work
Mark Silveira

Mark Silveira is a writer and avid reader based in the Pacific Northwest. Before pursuing writing full-time, they spent over a decade working in education. When not working on their next book, Mark Silveira can usually be found hiking with their dog or trying out new coffee shops in their neighborhood.

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Susan Diaz
Susan Diaz January 01, 2025
"I thoroughly enjoyed the elegance of it. The middle had a deliberate pace, but the climax was phenomenal. A wonderful companion for a quiet weekend."
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"Masterpiece from start to finish. The prose is exquisite. It’s accessible yet undeniably sophisticated. A true literary gem."
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Emily Scott June 18, 2025
"An acceptable diversion. The prose was competent, yet the characters lacked the depth I usually seek. Perhaps more aligned with a different audience's tastes."
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Matthew Hall June 11, 2024
"Such a rich narrative. The prose is exquisite. It’s accessible yet undeniably sophisticated. An absolute must-read for connoisseurs of the genre."
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Matthew Collins February 24, 2025
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Edward Cruz
Edward Cruz September 29, 2025
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Linda Anderson November 03, 2024
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John Phillips
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"Absolutely brilliant. I became deeply invested in the protagonist's journey. A masterclass in storytelling. I will undoubtedly revisit this masterpiece."
Deborah Hernandez
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"Such a rich narrative. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. A true literary gem."
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"Exceeded all my expectations. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. An absolute must-read for connoisseurs of the genre."
John Anderson
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"I thoroughly enjoyed the elegance of it. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. A wonderful companion for a quiet weekend."
Barbara Williams
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"Exceeded all my expectations. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. An effortless 5 stars."
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Cynthia Clark
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"Honestly one of the most premium reading experiences lately. The prose is exquisite. It’s accessible yet undeniably sophisticated. A true literary gem."
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Deborah White
Deborah White March 12, 2024
"Took a moment to build, but the payoff was spectacular. The middle had a deliberate pace, but the climax was phenomenal. Quite impressive overall."
Ashley Sanchez
Ashley Sanchez October 29, 2024
"Exceeded all my expectations. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An effortless 5 stars."
Nancy Jones
Nancy Jones November 27, 2024
"I thoroughly enjoyed the elegance of it. It held my rapt attention, even when certain twists were telegraphed. A wonderful companion for a quiet weekend."
Mary Taylor
Mary Taylor August 27, 2024
"Honestly one of the most premium reading experiences lately. I adored how the story unfolded. It kept me captivated without sacrificing elegance. Worth every moment spent reading."
Ryan Hill
Ryan Hill March 24, 2024
"Honestly one of the most premium reading experiences lately. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. I will undoubtedly revisit this masterpiece."
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"Such a rich narrative. I adored how the story unfolded. It kept me captivated without sacrificing elegance. An absolute must-read for connoisseurs of the genre."
Eric Hall
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"I find myself somewhat conflicted. It possessed moments of brilliance, but the narrative felt slightly disjointed ultimately. Perhaps more aligned with a different audience's tastes."
Kevin Cruz
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"Absolutely brilliant. I adored how the story unfolded. It kept me captivated without sacrificing elegance. I will undoubtedly revisit this masterpiece."
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"Absolutely brilliant. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. I am now a lifelong fan of this author."
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"I was completely blown away. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. I will undoubtedly revisit this masterpiece."
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"I was completely blown away. The author orchestrated a breathtaking finale. Truly a work of art. An effortless 5 stars."
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"Took a moment to build, but the payoff was spectacular. The middle had a deliberate pace, but the climax was phenomenal. I would highly recommend this to discerning readers."
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Nicholas Reyes June 04, 2024
"A profoundly satisfying read. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An effortless 5 stars."
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Betty Scott March 01, 2025
"A very strong entry. It held my rapt attention, even when certain twists were telegraphed. A wonderful companion for a quiet weekend."
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"An acceptable diversion. The tempo was somewhat languid, and I found my mind wandering. Not poor, simply average. Perfectly average."
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"Absolutely brilliant. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. Worth every moment spent reading."
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"Absolutely brilliant. The prose is exquisite. It’s accessible yet undeniably sophisticated. A true literary gem."
Linda Thompson
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"Excellent, though slightly flawed. The protagonist was compelling, though some subplots felt slightly overshadowed. A very distinguished novel."
Mark  Parker
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"A profoundly satisfying read. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. I am now a lifelong fan of this author."
Michael Torres
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"Such a rich narrative. The prose is exquisite. It’s accessible yet undeniably sophisticated. I am now a lifelong fan of this author."
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Carol Edwards February 26, 2025
"Such a rich narrative. The prose is exquisite. It’s accessible yet undeniably sophisticated. I will undoubtedly revisit this masterpiece."
Rebecca Rodriguez
Rebecca Rodriguez May 30, 2025
"Absolutely brilliant. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An absolute must-read for connoisseurs of the genre."
Ryan Walker
Ryan Walker October 28, 2024
"It was adequate. It verged on repetitive in the second act. A more concise edit would have served it well. Suitable if your reading queue is empty."
Daniel Gomez
Daniel Gomez February 11, 2025
"A highly sophisticated read. It held my rapt attention, even when certain twists were telegraphed. A very distinguished novel."
Donald Torres
Donald Torres September 27, 2025
"A profoundly satisfying read. I became deeply invested in the protagonist's journey. A masterclass in storytelling. A true literary gem."
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John Phillips November 11, 2024
"Masterpiece from start to finish. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. A true literary gem."
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Michael Turner November 16, 2025
"I was completely blown away. I adored how the story unfolded. It kept me captivated without sacrificing elegance. An absolute must-read for connoisseurs of the genre."
Stephanie Martin
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"Such a rich narrative. I adored how the story unfolded. It kept me captivated without sacrificing elegance. A true literary gem."
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"A highly sophisticated read. A brilliant concept executed with flair. Just a few pacing choices I would change. Quite impressive overall."
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Kevin Campbell
Kevin Campbell June 29, 2025
"Exceeded all my expectations. The author orchestrated a breathtaking finale. Truly a work of art. An absolute must-read for connoisseurs of the genre."
Patricia Garcia
Patricia Garcia March 22, 2025
"Absolutely brilliant. I became deeply invested in the protagonist's journey. A masterclass in storytelling. I am now a lifelong fan of this author."
Linda Anderson
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"Took a moment to build, but the payoff was spectacular. The protagonist was compelling, though some subplots felt slightly overshadowed. A very distinguished novel."
Barbara  Davis
Barbara Davis October 15, 2024
"Masterpiece from start to finish. I became deeply invested in the protagonist's journey. A masterclass in storytelling. I am now a lifelong fan of this author."
Jennifer Martinez
Jennifer Martinez June 11, 2025
"A profoundly satisfying read. The author orchestrated a breathtaking finale. Truly a work of art. Worth every moment spent reading."
William Martinez
William Martinez June 02, 2025
"I find myself somewhat conflicted. The tempo was somewhat languid, and I found my mind wandering. Not poor, simply average. Perhaps more aligned with a different audience's tastes."
Deborah Jackson
Deborah Jackson December 07, 2024
"A very strong entry. It held my rapt attention, even when certain twists were telegraphed. A solid 4 stars from me."
Andrew King
Andrew King June 11, 2024
"I thoroughly enjoyed the elegance of it. A brilliant concept executed with flair. Just a few pacing choices I would change. A solid 4 stars from me."
Deborah Martinez
Deborah Martinez September 15, 2024
"Exceeded all my expectations. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. An effortless 5 stars."
Rebecca Young
Rebecca Young October 25, 2025
"A highly sophisticated read. It held my rapt attention, even when certain twists were telegraphed. Quite impressive overall."
Susan Martin
Susan Martin September 11, 2025
"Took a moment to build, but the payoff was spectacular. The middle had a deliberate pace, but the climax was phenomenal. A very distinguished novel."
Patricia Hernandez
Patricia Hernandez April 27, 2024
"A very strong entry. A brilliant concept executed with flair. Just a few pacing choices I would change. A very distinguished novel."
Betty Campbell
Betty Campbell October 08, 2024
"Absolutely brilliant. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. A true literary gem."
Joseph Carter
Joseph Carter October 26, 2024
"I thoroughly enjoyed the elegance of it. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. A very distinguished novel."
Andrew Robinson
Andrew Robinson March 07, 2024
"I was completely blown away. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An effortless 5 stars."
Patricia Collins
Patricia Collins November 02, 2024
"Honestly one of the most premium reading experiences lately. The prose is exquisite. It’s accessible yet undeniably sophisticated. A true literary gem."
Carol Edwards
Carol Edwards December 21, 2024
"A profoundly satisfying read. The prose is exquisite. It’s accessible yet undeniably sophisticated. I will undoubtedly revisit this masterpiece."
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Nancy Jones August 25, 2024
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Ryan Taylor
Ryan Taylor July 25, 2024
"Masterpiece from start to finish. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. A true literary gem."
John Cruz
John Cruz October 08, 2024
"Excellent, though slightly flawed. It held my rapt attention, even when certain twists were telegraphed. A very distinguished novel."
Melissa Carter
Melissa Carter August 19, 2024
"A highly sophisticated read. The middle had a deliberate pace, but the climax was phenomenal. A solid 4 stars from me."
Jacob Clark
Jacob Clark January 12, 2024
"I was completely blown away. The author orchestrated a breathtaking finale. Truly a work of art. An effortless 5 stars."
Emily Smith
Emily Smith August 18, 2024
"Such a rich narrative. The prose is exquisite. It’s accessible yet undeniably sophisticated. I am now a lifelong fan of this author."
Edward Moore
Edward Moore January 10, 2024
"Absolutely brilliant. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An effortless 5 stars."
Betty Scott
Betty Scott October 19, 2025
"Such a rich narrative. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An absolute must-read for connoisseurs of the genre."
Nicholas Torres
Nicholas Torres October 13, 2024
"An acceptable diversion. It possessed moments of brilliance, but the narrative felt slightly disjointed ultimately. Suitable if your reading queue is empty."
Sharon Torres
Sharon Torres March 29, 2025
"I was completely blown away. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. A true literary gem."
Kimberly Jones
Kimberly Jones November 12, 2024
"A highly sophisticated read. It held my rapt attention, even when certain twists were telegraphed. A very distinguished novel."
Sandra Lewis
Sandra Lewis December 07, 2025
"I was completely blown away. I became deeply invested in the protagonist's journey. A masterclass in storytelling. A true literary gem."
Ryan Rodriguez
Ryan Rodriguez September 28, 2025
"Masterpiece from start to finish. The prose is exquisite. It’s accessible yet undeniably sophisticated. Worth every moment spent reading."
Richard  Davis
Richard Davis October 12, 2025
"A very strong entry. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. I would highly recommend this to discerning readers."
Charles Phillips
Charles Phillips April 17, 2024
"A very strong entry. The middle had a deliberate pace, but the climax was phenomenal. I would highly recommend this to discerning readers."
Nancy Gomez
Nancy Gomez February 19, 2025
"Honestly one of the most premium reading experiences lately. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An absolute must-read for connoisseurs of the genre."
Dorothy Walker
Dorothy Walker April 07, 2024
"Exceeded all my expectations. The prose is exquisite. It’s accessible yet undeniably sophisticated. An absolute must-read for connoisseurs of the genre."
Carol Sanchez
Carol Sanchez July 15, 2024
"Took a moment to build, but the payoff was spectacular. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. I would highly recommend this to discerning readers."
Andrew King
Andrew King June 29, 2025
"Such a rich narrative. The prose is exquisite. It’s accessible yet undeniably sophisticated. Worth every moment spent reading."
Mark Edwards
Mark Edwards September 04, 2025
"It was adequate. The prose was competent, yet the characters lacked the depth I usually seek. Suitable if your reading queue is empty."
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Sharon Lopez September 06, 2024
"Exceeded all my expectations. The author orchestrated a breathtaking finale. Truly a work of art. Worth every moment spent reading."
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