Below The Line Marketing. Way, Way, Below The Line.

As long as you’re in a book buying mood, I have one to recommend as well.
Every so often, a marketing book comes along that captures precisely what’s going on at the moment–the “zeitgeist,” if you will.
We Know What You Want: How They Change Your Mind by Martin Howard is a fascinating overview of all the marketing tactics that are working to influence consumers on a much subtler level than traditional advertising.
No, this isn’t a conspiracy theory, naked chicks-hidden-in-the-ice-cubes kind of book. But in covering such tactics as event marketing, in-store marketing, targeted CRM, advergaming, word-of-mouth, PR, buzz marketing, etc., Howard lays it all out in a kitschy, well-designed book full of little graphics to keep you enthralled.
I read a lot of marketing stuff, but this book has quite a few “I can’t believe someone’s doing THAT” marketing ideas in here. It’s well-done.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. gabe chouinard says:

    This sounds very interesting – a definite ‘must buy’. But I wonder how well these tactics actually work in the real world?
    Have you read this article?
    I think it’s a fitting response to many of the marketing tactics mentioned in your list, actually.

  2. I don’t know about the effectiveness per se, but in the book, Howard cites directly all the companies and websites that are involved in these tactics–the folks behind the pr, the buzz marketing, etc. It’s not just his personal overview.