Over the years, the world of advertising has experienced economic expansion, endured damaging recessions, and stood by as new media and changing audiences have reshaped the way people view and react to advertising. One of the things remaining constant in this ever-changing society is: great advertising that works. Effective advertising is developed by people who know what to do in our dynamic environment to make it succeed. For this group of people, fundamental advertising elements are essential to their professional, everyday lives.

So how can you acquire and develop these essential components to make advertising work for your clients?

“The Little Blue Book of Advertising: 52 Small Ideas That Can Make A Big Difference” is a literary toolbox of fundamental ideas that offers real, useable help for advertising professionals. Co-authors Steve Lance and Jeff Woll have compiled years of know-how into a handy book that helps to form a foundation on which one can produce effective results. Broken down into 10 sections, which are broken down further into 52 mini-chapters (53, if you count the bonus chapter – “the most important one of all”), the book acts like a reference manual, a necessity for anyone in advertising…those who want to be successful, that is. And, if that’s not enough to get you interested in this indispensable must-read, the book has clever little cartoons sprinkled throughout the pages – and who doesn’t love clever little cartoons? “The Little Blue Book of Advertising” is a quick, interesting, often humorous read, but most importantly, it’s informative – making the everyday obvious…OBVIOUS. As it says on the book jacket, “All of you know some of this. Some of you know all of this. All of us forget some of this most of the time. It’s mostly a helluva lot of common sense…. Common sense isn’t so common.”

“I think that often, we get so wrapped up in a project’s impossible deadline, the client destroying our brilliant concept, and sweating the work that’s coming down the pipeline, that our focus gets blurred and unfortunately we lose sight of the goal; separating that project from the competition, making it a success… advertising to the consumer, not the guy paying the bills…. (see tips 14-17).” –Lisa Gorham, GFAF Treasurer

Want to find out more about the ideas that can make you a more successful advertising professional? Well, here’s your chance! On Tuesday, April 15, 2008, the GFAF hosts co-author Steve Lance as he leads a lively, relevant discussion about the “language disconnect” between creatives and marketers – the #1 roadblock to getting great work the first time and every time. There’s always been tension between marketers and creatives; that tension is one of the secrets to creating great advertising. Marketers will learn why they can’t live with creatives (and certainly can’t take them to lunch). Creatives will learn why they’ve never wanted to take a marketer out for a beer.
Come, be a part of this entertaining exploration into the creative process – it could transform the relationship between you and everyone in your organization. The evening will begin at 5:00pm with a meet-and-greet reception where attendees will have the opportunity to network, enjoy refreshments and meet Steve Lance. The reception will be followed by the engaging presentation, “Marketers are from Mars, Creatives are from Venus, and How to Solve Your Earthly Problems.” It will be during this discussion that Steve will address those lingering questions: “How come all the great advertising you like isn’t yours?”; “Are your marketers ‘creative meddlers?’”; and “Are your creatives ‘strategy ignorant?’”

This presentation will be followed with a book signing, where Steve will personally autograph your copy of “The Little Blue Book of Advertising.” Anyone interested in purchasing a copy of Steve’s book can do so at the event. They will be on sale for $20/per book and please note that cash or check will be accepted.

If you are interested in purchasing Steve’s book beforehand, it can be purchased on amazon.com or by visiting: www.thelittlebluebookofadvertising.com. Be sure to get your hands on a copy of the “…book (that) should be on the desk of every new advertising and marketing professional the day they begin their career.”

“I had the opportunity to attend a Steve Lance program in Louisville and he is just as entertaining in person as he is in the book. His book, ‘The Little Blue Book of Advertising,’ is a quick read that offers great ideas we all can apply to our work.” –Sandy Sponaugle, GFAF President

RSVP to reserve you spot now – space is limited.

Plus, if you RSVP and pay your attendance fee by Tuesday, April 8, you will be entered in a drawing to win a free copy of “The Little Blue Book of Advertising: 52 Small Ideas That Can Make A Big Difference”!

Here are all the details you need to know:

RSVP: http://greaterfrederickadfed.org/news/index.php
RSVP BY: Tuesday, April 8th, 2008
WHERE: Hood College, Whitaker Campus Center, Common Room (first floor)
WHEN: Tuesday, April 15th, 2008
5:00PM Refreshments and Appetizers, Meet-and-Greet with Steve Lance
6:00PM Presentation
7:00PM Book Signing
FEE: $20 Members, $30 Non-Members

About Steve Lance
Multiple Emmy award-winner, Steve Lance, began his career in Chicago as a copywriter. Through his career, Steve has consulted prestigious companies from New York to LA, including NBC, CBS, The Discovery Channel, Animal Planet, The Hallmark Channel, PBS, The National Geographic Channel, and Crest Toothpaste.

Steve has been a Member of the Board of Directors of The Copy Club of New York; a guest lecturer on promotion and advertising at universities, clients & advertising clubs across America; a marketing lecturer at the University of Connecticut and Purchase College; and author of “The 49th Annual of Advertising, Editorial & Television Art and Design.” He also hosts a radio talk show “Talking Picture” with his brother, screenwriter Paul Lance.

For more on Steve Lance and “The Little Blue Book of Advertising,” visit www.thelittlebluebookofadvertising.com.

Thanks to our generous sponsors for making this event a success: Fairfield Inn, Hood College, Platinum PR, and Tourism Council of Frederick County.

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