The book Budi voda (Be the Water), published by Laguna, is an exciting autobiography by Igor Arih, one of the greatest regional marketing professionals and at the same time an unconventional source of new advertising approach.
Founding his conclusions on firsthand experience, the author declares classic advertising dead, demystifies the advertising industry and convincingly presents a universally applicable model of communication based on the traditional values of integrity and quality. On the example of his own successes and mistakes, he humorously links rock and roll, religion and public relations, to introduce the reader to the excellent results of the application of the ancient but currently suppressed principles of communication, and writes an extremely educational, entertaining and practical book – valuable to managers of all kinds, as well as to anyone who seeks to radically improve their communication with the world.
“Advertising is no longer effective. Its expiration date has passed. The principle that lived its golden years in the eighties, when the media were one-directional, is simply outdated. Gone are the expensive and arrogant ads. It’s over with the ‘heavy artillery’ in large agencies. ‘The cookie lady has been and gone away’ they would say in my neighborhood. The form is passé. The content is in,” says Igor Arih.
This innovative book turns head over heels the current process in which the advertiser used their message to target a large audience and in the crowd hit the right customers, and on practical examples demonstrates how you first need to shoot for the narrowest, but representative audience, that will disseminate the good reputation of the product.
The point of advertising, which this book promotes, excludes the effects and manipulations and sets a new advertising, which is based exclusively on high quality products.
On the following link you can order the book and read the first 30 pages: www.laguna.rs
