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The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising (Anglais) Broché – 11 juin 2010
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Description du produit
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Biographie de l'auteur
Kenneth Roman worked directly with David Ogilvy at Ogilvy & Mather for 26 years, beginning as an account executive and rising up to eventually become Chairman and CEO. He is the co-author of several books, including the bestselling business classics How to Advertise and Writing that Works, both of which are in their third editions. He lives in New York City.
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Commentaires client les plus utiles sur Amazon.com
Oglivy was one of the most famous men in advertising. Upon his death in 1999 at age 88, advertising executive Jerry Della Femina said, "He (Oglivy) will be the last advertising man whose death will be marked on the front of the New York Times."
In 1935, the 24-year-old Oglivy joined an advertising agency in London owned by his older brother. He went on to work for Gallup and British Intelligence in World War II before starting his own agency in 1948.
The 1950's was the golden age for Oglivy's advertising company. He handled accounts such as Helen Rubenstein, Dove, Hathaway Shirts (the man with the eye patch), Schweppes and Rolls Royce. The agency was so successful by 1957 that Oglivy turned away 50 clients that year.
In the 1960's, Oglivy handled accounts such as Sears, General Foods, Shell, American Express and Campbell Soup. But Oglivy's agency was not on the front lines of the creative revolution of the 1960s and 1970s.
Oglivy is perhaps best known for being the "apostle of brand image." He believed that every ad is part of a long-term investment in the personality of the brand.
He also believed that advertising is based on the ability to sell, not entertain, and that it should be based on research about what consumers want. He said there was nothing clever about good advertising. That it is a question of common sense and obeying certain proved principles.
Oglivy is also well known for his comment, "The consumer is not a moron. She's your wife. Don't insult her intelligence."
Oglivy retired in 1973 and sold the agency in 1989. The 1990s marked a downward spiral for Oglivy and Mather, which once had been the third largest advertising agency in the country.
Roman offers a balanced view of Oglivy, portraying his eccentricities and shortcomings. He points out that Oglivy, a product of the print generation, was slow to appreciate television and the power of music to evoke emotion and sell products.
This book is interesting, thoroughly researched and well documented. Roman writes well and never lets the book bog down in places where it might have.
I think the first half of this book would be greatly valuable to young people particularly young men. It's easy to get discouraged when things don't work out the way you want them. You had advantages and squandered them. Or, you had disadvantages that prevented you from achieving what you wanted to achieve. You had talent but found yourself in the wrong field. You went to the wrong college or majored in the wrong subject. You took the wrong job with the wrong company It might sound contradictory but David Oglivy's story has elements of all of these things. It also shows how much chance and being prepared to take advantage of unexpected opportunities play a role in success. It gets you to think if there was one route to success, there would only be one successful person. His clear headed vision of what advertising should do (sell the products) may seem trite and obvious but not if you can do it with the flair of a David Ogilvy.
Don't let the cover photo scare you. Why someone who was in advertising chose that picture for the cover of the book, I'll never know. It is a very valuable book despite the cover.