Ogilvy on Advertising
Autor David Ogilvyen Limba Engleză Paperback – mar 2007
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Specificații
ISBN-10: 1853756156
Pagini: 224
Ilustrații: colour/duotone photographs
Dimensiuni: 186 x 246 x 18 mm
Greutate: 0.64 kg
Ediția:New ed
Editura: Headline
Locul publicării:United Kingdom
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Descriere
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; Wanted: a renaissance in print advertising; How to make TV commercials that sell; Advertising corporations; How to advertise foreign travel; The secrets of success in business-to-business advertising; Direct mail, my first love and secret weapon; Advertising for good causes; Competing with Procter & Gamble; 18 Miracles of research; What little I know about marketing; Is America still top nation?; Lasker, Resor, Rubicam, Burnett, Hopkins and Bernbach; What's wrong with advertising?; I predict 13 changes; Reading list; Index.
Cuprins
In 1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting with no clients and a staff of two, he built his company into one of the eight largest advertising networks in the world. He wrote three books about the basic principles of modern advertising: Confessions of an Advertising Man, Blood, Brains & Beer and Ogilvy on Advertising. Sadly, he died in 1999.