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Book Synopsis Ogilvy on Advertising by : David Ogilvy
Download or read book Ogilvy on Advertising written by David Ogilvy and published by Vintage. This book was released on 2013-09-11 with total page 592 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis The Advertising Concept Book by : Pete Barry
Download or read book The Advertising Concept Book written by Pete Barry and published by . This book was released on 2012 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now thoroughly revised and updated, this systematically presented coursebook tells you everything you need to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides dont, the book can help anyone produce better advertising. This new edition features a thoroughly revised and updated chapter on interactive advertising, with new exercises and some thirty new illustrations. 'Invaluable' Creative Review 'Enormously encouraging, practical and entertaining. If this book could stand in front of a class (of creative students) and talk, I'd be out of a job.' Tony Cullingham, Course Director, The Watford Creative Advertising Course, West Herts College
Book Synopsis The End of Advertising by : Andrew Essex
Download or read book The End of Advertising written by Andrew Essex and published by Random House. This book was released on 2017-06-13 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: A recovering Mad Man throws down the ultimate challenge to his profession: Innovate or die. The ad apocalypse is upon us. Today millions are downloading ad-blocking software, and still more are paying subscription premiums to avoid ads. This $600 billion industry is now careening toward outright extinction, after having taken for granted a captive audience for too long, leading to lazy, overabundant, and frankly annoying ads. Make no mistake, Madison Avenue: Traditional advertising, as we know it, is over. In this short, controversial manifesto, Andrew Essex offers both a wake-up call and a road map to the future. In The End of Advertising, Essex gives a brief and pungent history of the rise and fall of Adland—a story populated by snake-oil salesmen, slicksters, and search-engine optimizers. But his book is no eulogy. Instead, he boldly challenges global marketers to innovate their way to a better ad-free future. With trenchant wit and razor-sharp insights, he presents an essential new vision of where the smart businesses could be headed—a broad playing field where ambitious marketing campaigns provide utility, services, gifts, patronage of the arts, and even blockbuster entertainment. In this utopian landscape, ads could become so enticing that people would pay—yes, pay—to see them. Praise for The End of Advertising “New York media types aren’t quick to pass up a party, even one celebrating a book that predicts their demise. . . . The future of marketing will need to rely on creative, innovative models, Mr. Essex wrote, pointing to The Lego Movie and New York’s Citi Bike bicycle-share program as promising examples.”—The New York Times “A rabble-rousing indictment of the ad industry from one of its own. Essex predicts that success will depend less on the ability to annoy and more on the capacity to create and entertain.”—Adam Grant, New York Times bestselling author of Originals and Give and Take “Fresh and timely, The End of Advertising is an eye-opening take on the current media landscape. And along with it, Essex provides a road map for how brands can reinvent themselves and navigate this new world.”—Arianna Huffington “In this dynamic little book, Essex challenges brands—even those of us who pride ourselves on thinking outside the box—to think bigger still. He’s got me thinking.”—Neil Blumenthal, co-founder of Warby Parker “Mandatory reading for anyone who wants to get a message across in this age of authenticity.”—Alexis Ohanian, co-founder, Reddit
Book Synopsis The Book of Guinness Advertising by : Brian Sibley
Download or read book The Book of Guinness Advertising written by Brian Sibley and published by . This book was released on 1985 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Beyond Advertising by : Yoram (Jerry) Wind
Download or read book Beyond Advertising written by Yoram (Jerry) Wind and published by John Wiley & Sons. This book was released on 2016-02-15 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption. Are you and your organization prepared to deal with today’s unprecedented speed and scope of technological change? Beyond Advertising provides a business transformation road map for an aspirational future, based on the insights of more than 200 of the world’s most forward-thinking executives, innovators, and academics all grappling with today’s unique challenges and opportunities. This book offers a concrete set of principles, including The All Touchpoint Value Creation Model, designed to lift us out of reactive thinking and encourage the co-creation of a future better for business, better for people, and better for society. Actionable steps include: Holistically orchestrate and allocate resources across all touchpoints Redefine expectations of success to align for multi-win outcomes Provide every stakeholder at all touchpointsa R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a shareworthy story Develop all touchpoints to maximize the M.A.D.E.s value of context: the complete person, the features of the delivery platform, the dynamic environment, and synergies with other touchpoints
Book Synopsis My Life in Advertising and Scientific Advertising by : Claude Hopkins
Download or read book My Life in Advertising and Scientific Advertising written by Claude Hopkins and published by McGraw Hill Professional. This book was released on 1998 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Test marketing. Coupon sampling. Copy research. All are standard practices in today's world of advertising. All were invented by Claude C. Hopkins (1866-1932), who worked for various advertisers including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company until, at the age of 41, he was hired by Albert Lasker to write copy for Lord & Thomas advertising agency (forerunner to today's Foote, Cone & Belding). He stayed for 18 years. Scientific Advertising and My Life in Advertising remain essential, vital guideposts for present and future generations of advertising professionals. - Publisher.
Book Synopsis Scientific advertising by : Claude C. Hopkins
Download or read book Scientific advertising written by Claude C. Hopkins and published by David De Angelis. This book was released on 2022-09-06 with total page 90 pages. Available in PDF, EPUB and Kindle. Book excerpt: The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct methods of procedure have been proved and established. We know what is most effective, and we act on basic laws. Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly, no other enterprise with comparable possibilities need involve so little risk. Therefore, this book deals, not with theories and opinions, but with well-proved principles and facts. It is written as a text book for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to established fundamentals. If we enter any realms of uncertainty we shall carefully denote them. The present status of advertising is due to many reasons. Much national advertising has long been handled by large organizations known as advertising agencies. Some of these agencies, in their hundreds of campaigns, have tested and compared the thousands of plans and ideas. The results have been watched and recorded, so no lessons have been lost. Such agencies employ a high grade of talent. None but able and experienced men can meet the requirements in national advertising. Working in cooperation, learning from each other and from each new undertaking, some of these men develop into masters. Individuals may come and go, but they leave their records and ideas behind them. These become a part of the organization's equipment, and a guide to all who follow. Thus, in the course of decades, such agencies become storehouses of advertising experiences, proved principles, and methods. The larger agencies also come into intimate contact with experts in every department of business. Their clients are usually dominating concerns. So they see the results of countless methods and polices. They become a clearing house for everything pertaining to merchandising. Nearly every selling question which arises in business is accurately answered by many experiences. Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination. We learn the principles and prove them by repeated tests. This is done through keyed advertising, by traced returns, largely by the use of coupons. We compare one way with many others, backward and forward, and record the results. When one method invariably proves best, that method becomes a fixed principle.
Book Synopsis Hegarty on Advertising by : John Hegarty
Download or read book Hegarty on Advertising written by John Hegarty and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: John Hegarty is one of the worlds most famous advertising creatives. Packed with generous, engaging and witty advice, 'Hegarty on Advertising' contains over four decades worth of wisdom from the man behind hugely influential campaigns for brands such as Levi Strauss, Audi, Boddingtons and Unilever.
Book Synopsis Breakthrough Advertising by : Eugene Schwartz
Download or read book Breakthrough Advertising written by Eugene Schwartz and published by . This book was released on 2017-04-15 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Advertising as Culture by : Chris Wharton
Download or read book Advertising as Culture written by Chris Wharton and published by Intellect Books. This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Penned by contributors from a range of disciplines, including art history, sociology, and media and cultural studies, this title explores such topics as the conceptual relationship between advertising and culture; the relationship of advertising to cultural fields such as art, fashion, and music; and developments in digital media practice.
Book Synopsis Advertising Empire by : David Ciarlo
Download or read book Advertising Empire written by David Ciarlo and published by Harvard University Press. This book was released on 2011-01-03 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt: At the end of the nineteenth century, Germany turned toward colonialism, establishing protectorates in Africa, and toward a mass consumer society, mapping the meaning of commodities through advertising. These developments, distinct in the world of political economy, were intertwined in the world of visual culture. David Ciarlo offers an innovative visual history of each of these transformations. Tracing commercial imagery across different products and media, Ciarlo shows how and why the “African native” had emerged by 1900 to become a familiar figure in the German landscape, selling everything from soap to shirts to coffee. The racialization of black figures, first associated with the American minstrel shows that toured Germany, found ever greater purchase in German advertising up to and after 1905, when Germany waged war against the Herero in Southwest Africa. The new reach of advertising not only expanded the domestic audience for German colonialism, but transformed colonialism’s political and cultural meaning as well, by infusing it with a simplified racial cast. The visual realm shaped the worldview of the colonial rulers, illuminated the importance of commodities, and in the process, drew a path to German modernity. The powerful vision of racial difference at the core of this modernity would have profound consequences for the future.
Book Synopsis Advertising Management by : C. L. Tyagi
Download or read book Advertising Management written by C. L. Tyagi and published by Atlantic Publishers & Dist. This book was released on 2004 with total page 452 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Is An Ideal And Most Comprehensive Textbook Presenting An Integrated Approach To The Principles, Concepts And The Cases In Advertising Management. Based On Authentic Publications And Practical Experience Of The Authors, The Book Deals With Advertising And Sales Promotion, Economic And Social Effectiveness Of Advertising Decisions And Plans. The Book Is Well-Written And Well-Structured In Lucid, Simple And Conversational Language. Different Topics Are Systematically Arranged With Proper Blend Of Theories And Models So As To Make Easy And Clear Understanding Of Principles And Their Applications In Advertising.The Book Will Be Very Useful For Students Doing M.B.A., M.Com., D.I.M. And B.B.M. It Will Also Be Most Valuable Reference Source For Advertising Professionals.
Download or read book Targeted written by Mike Smith and published by AMACOM. This book was released on 2014-11-19 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nowadays, we fast-forward through commercials and we only pick up magazines at the doctor’s office (and even then only if our phone’s battery power is low!). But the one place of advertising we cannot avoid for longer than a few minutes is online--the vast and shifting Internet universe filled with pop-ups and our own personalized cookies. In fact, an advertising avenue that barely existed 20 years ago is now the second-largest advertising channel in the United States--and is still growing!Part history book, part guidebook, part prediction for the future, Targeted tells the story of the companies, individuals, and innovations driving this revolution. This one-of-a-kind resource takes readers behind the scenes--examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. Author and COO Mike Smith, a proven authority on how using real-time bidding systems with finesse can dramatically promote online advertising and branding, has provided an essential resource for anyone interested in finding and connecting with customers in the astronomically large universe we call the Internet that is only growing more aware and specialized for each of its millions of users.
Book Synopsis Great Print Advertising by : Tony Antin
Download or read book Great Print Advertising written by Tony Antin and published by . This book was released on 1993-02-15 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: The definitive book on creating ads that sell by one of the world's leading experts in this area. Gives detailed, step-by-step instructions for developing print ads that are always effective. Packed with examples of ads that work--and those that don't--plus clear, specific explanations of the subtle differences between them.
Download or read book Absolut Book written by Richard W. Lewis and published by Journey Editions (VT). This book was released on 1996 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: A New York Times bestseller, Absolut Book is the behind-the-scenes account of the birth and growth of this award-winning campaign and provides a definitive illustrated history of one of the most successful ad campaigns ever. It is a collector's delight with nearly five hundred ads.
Book Synopsis Practice of Advertising by : Adrian Mackay
Download or read book Practice of Advertising written by Adrian Mackay and published by Routledge. This book was released on 2007-03-30 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made.
Book Synopsis Mass Media Advertising by : Edith Smit
Download or read book Mass Media Advertising written by Edith Smit and published by Het Spinhuis. This book was released on 1999 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: For most consumers, advertising is less important than ad- vertisers might think. Advertising appears to function as something in the background that is hardly noticed, as "wallpaper," But mass-mediated advertising should at least function as a reminder when people are making choices. Smit addresses these questions through in-depth interviews, a nation-wide telephone survey with follow-up mail and a face-to-face survey. Edith Smit is associate professor at the Department of Communication at the University of Amsterdam and at the Amsterdam School of Communications Research (ascor). She is also Deputy Director of swocc, the Dutch Foundation for Fundamental Research on Commercial Communication.
