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

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. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.