Aucun appareil Kindle n'est requis. Téléchargez l'une des applis Kindle gratuites et commencez à lire les livres Kindle sur votre smartphone, tablette ou ordinateur.
Pour obtenir l'appli gratuite, saisissez votre numéro de téléphone mobile.
|Prix livre imprimé :||EUR 18,21|
|Prix Kindle :||
Économisez EUR 7,46 (41%)
Ogilvy on Advertising Format Kindle
Les clients ayant acheté cet article ont également acheté
Descriptions du produit
Détails sur le produit
Commentaires en ligne
Meilleurs commentaires des clients
Commentaires client les plus utiles sur Amazon.com (beta)
The entire premise of Ogilvy on Advertising boils down to one simple statement (coined by Claude Hopkins nearly 80 years ago in his book Scientific Advertising): "Advertising is salesmanship."
Sadly, the advertising world has drifted from that solid mooring. And now those who profess it are considered anachronistic at best. And kooky at worst.
Ogilvy, a staunch admirer of Hopkins, firmly embraced that tenet -- and it propelled him and his agency (Ogilvy and Mather) to the Mount Olympus of the advertising world. Most importantly, it made his clients rich beyond the dreams of avarice.
Ogilvy's writing is captivating. His work, legendary. His ideas, timeless. The information in this book is easily work 10 times the cover price.
I've been in the profession of advertising for nearly 15 years. I'm also an adjunct professor at a nearby university. I wholeheartedly recommend Ogilvy On Advertising to my students. I firmly embrace its principles in my profession.
And I, without hesitation, urge you to read it as well.
I did not realize, until I recently picked up a copy to re-read, how much it had influenced me the first time I read it. Half of the way I conduct myself at work and a lot of my thought processes and strategy is still influenced by what is in this book. I make over 6 times what I made back in 1991. I realize now I have Mr. Ogilvy to thank for a great deal of that.
Read this book. At least once.
1) "The wrong advertising can actually reduce the sales of a product" (pg 9)
2) "If you are lucky enough to write a good advertisement, repeat it until it stops selling." (pg 19)
3) "If it does not sell, it is not creative." (pg 24)
4) Hire "gentlemen with brains." (pg 48)
5) Communicate verbally. Attend the right meetings. Remember the French saying, "He who is absent is always wrong." (pg 56)
6) "Any fool can write bad advertising, but it takes a genius to keep his hands off a good one." (pg 67)
7) People read headlines 5 times as often as they read the body. People remember ads with news 22% more than ads without news. (pg 71)
8) Ads in four colors cost 50% more, but are 100% more memorable. (pg 79)
9) In TV ads, use the name it the first 10 seconds. Show the package.
10) Learn from P&G: They are disciplined. They only enter categories they think will grow. They have multiple brands that compete against each other. They invest heavily to launch a brand. They never change a successful strategy. 60% of the ads show a demonstration. They communciate the name of the products repeatedly. The names fo the products are easy and simple. They don't use celebrities. (pg 155)
As for dogmatism, it's actually refreshing to get an unambiguous read on a profession that is by nature nebulous, and if anyone has a right to an opinion, he's the man.
The chapter on print advertising contains enough densely packed information to allow an intelligent novice to design and write a creditable ad, and the book concludes with a series of short profiles of advertising pioneers such as Leo Burnett that are highly engrossing.
Ogilvy's writing style is exemplary for anyone in the communications field: terse, forceful, devoid of hot air. Anyone interested in advertising, marketing, or public relations---or in David Ogilvy as a figure in his own right---will enjoy this classic.
Rechercher des articles similaires par rubrique
- Boutique Kindle > Ebooks Kindle > Ebooks en langues étrangères > Ebooks en anglais > Business & Investing > Marketing & Sales > Advertising
- Boutique Kindle > Ebooks Kindle > Ebooks en langues étrangères > Ebooks en anglais > Business & Investing > Marketing & Sales > Marketing
- Livres anglais et étrangers > Business & Investing > Marketing & Sales > Advertising
- Livres anglais et étrangers > Business & Investing > Marketing & Sales > Marketing > Direct
- Livres anglais et étrangers > Business & Investing > Marketing & Sales > Marketing > Industrial