Convergence Marketing Convergence Marketing

Richard Rosen, John Wiley and Sons, 2009

You’ve probably heard it said that managers know that 50% of their advertising works – but they don’t know which 50%! If you are in marketing, PR or advertising, you need to read this book carefully from end to end. Whenyou have done that you might be able to tell much more accurately which percentage – and it could be more than 50%! – is working.

Richard Rosen is the founder, president and award-winning CEO of ROSEN, a global consultancy that specializes in transforming marketing and advertising campaigns into cost-effective business models. If you are having trouble persuading boss or client of the value of embarking on an ad campaign, here is where you will find the material in this book may provide the convincing clincher.

Rosen is practitioner with a proven track record which has been based on some models which he has developed for himself. In this quite small book – only 178 pages – he shares these models with you and gives you the opportunity to use them and become a top line professional.

The book is divided into three parts, the first of which is an introduction to the subject, while the second – containing most of the book’s content – is the how-to part, and this is where you should be reading with pencil in hand. He introduces several ideas which I am sure will be new to you, but he does it in a very useful way. Included in this section is a full series of ads prepared for a well-known golf club manufacturer, which he uses to explain the new process he is presenting. This alone separates this book from many others which claim to be how-to books. After you have read how-to, you still don’t know how to! The concept he is explaining is not simple and straightforward, even though it is highly valuable. But when you can actually see the real thing unfold before your eyes, then it is so much more meaningful.

This is not s dry academic tome. Rosen writes clearly and so is easy to understand. He uses many illustrations through the book other than these I have just mentioned . Nor does he simply make assertions about the value of following his approach. He actually gives tables and figures that you can adapt which will help you win over the doubting boss or client.

Armed with the information in the book, you will be streets ahead of any competitor who has not read it, so get in quick and become a leader of the pack.

I’ll share a couple of ideas from the book with you over the next week or so in case you are still unsure of whether to make the investment. When you do buy the book and get to use the ideas, please share the outcomes with the blog so we can all learn

Bob