Ogilvy on Advertising

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Knopf Doubleday Publishing Group, 11. 9. 2013 - Počet stran: 224
2 Recenze
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business."

Told with brutal candor and prodigal generosity, David Ogilvy reveals:

• How to get a job in advertising
• How to choose an agency for your product
• The secrets behind advertising that works
• How to write successful copy—and get people to read it
• Eighteen miracles of research
• What advertising can do for charities

And much, much more.
 

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LibraryThing Review

Recenze od uživatele  - MLBowers - LibraryThing

This was a quick read. Light and fun in parts. More directed toward someone looking to understand how the advertising business has worked, rather than instructive about good advertising. Had elements ... Přečíst celou recenzi

LibraryThing Review

Recenze od uživatele  - jasonli - LibraryThing

"Ogilvy on Advertising" is a primer on advertising by the founder and former head of Ogilvy & Mather advertising agency. Written from the perspective of a curmudgeonly but wizened old man, the book is ... Přečíst celou recenzi

Obsah

Overture
How to produce advertising that sells
Jobs in advertising and how to get them
How to run an advertising agency
How to get clients
Open letter to a client in search of an agency
a renaissance in print advertising
How to make TV commercials that sell
Direct mail my first love and secret weapon
Advertising for good causes
Competing with Procter Gamble
Miracles of research
What little I know about marketing
Is America still top nation?
Lasker Resor Rubicam Burnett Hopkins and Bernbach 19 Whats wrong with advertising?
predict 13 changes

Advertising corporations
How to advertise foreign travel
The secrets of success in businesstobusiness advertising
Reading list
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O autorovi (2013)

David Ogilvy (1911–1999) was a business executive who founded the advertising, marketing, and PR agency Ogilvy & Mather in 1948. Throughout his illustrious career, the mogul Time magazine called “the most sought-after wizard in the business” shared his knowledge of the industry in the books Ogilvy on Advertising and the bestselling Confessions of an Advertising Man.

Bibliografické údaje