Ogilvy on Advertising in the Digital Age

This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.

Author: Miles Young

Publisher: Bloomsbury Publishing USA

ISBN: 1635571472

Category: Education

Page: 288

View: 718

From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future. This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.

Confessions of an Advertising Man

Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller.

Author: David Ogilvy

Publisher: No Exit Press

ISBN: 9781904915010

Category: Business & Economics

Page: 207

View: 778

Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller. Regarded as the father of modern advertising, David Ogilvy created some of the most memorable advertising campaigns that set the standard for others to follow. Anyone aspiring to be a good manager in any kind of business should read this.

The King of Madison Avenue

The book describes the creation of some of history's most famous advertising campaigns, such as: * "The man in the Hathaway shirt" with his aristocratic eye patch * "The man from Schweppes is here" with Commander Whitehead, the elegant ...

Author: Kenneth Roman

Publisher: St. Martin's Press

ISBN: 9780230618343

Category: Business & Economics

Page: 304

View: 815

From the former CEO of Ogilvy & Mather, the first biography of advertising maverick David Ogilvy Famous for his colorful personality and formidable intellect, David Ogilvy left an indelible mark on the advertising world, transforming it into a dynamic industry full of passionate, creative individuals. This first-ever biography traces Ogilvy's remarkable life, from his short-lived college education and undercover work during World War II to his many successful years in New York advertising. Ogilvy's fascinating life and career make for an intriguing study from both a biographical and a business standpoint. The King of Madison Avenue is based on a wealth of material from decades of working alongside the advertising giant, including a large collection of photos, memos, recordings, notes, and extensive archives of Ogilvy's personal papers. The book describes the creation of some of history's most famous advertising campaigns, such as: * "The man in the Hathaway shirt" with his aristocratic eye patch * "The man from Schweppes is here" with Commander Whitehead, the elegant bearded Brit, introducing tonic water (and "Schweppervesence") to the U.S. * Perhaps the most famous automobile headline of all time--"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock." * "Pablo Casals is coming home--to Puerto Rico." Ogilvy said this campaign, which helped change the image of a country, was his proudest achievement. * And his greatest (if less recognized) sales success--"DOVE creams your skin while you wash." Roman also carries Ogilvy's message into the present day, showing the contemporary relevance of the bottom-line focus for which his business ventures are remembered, and how this approach is still key for professionals in the modern advertising world.

How to Advertise

" - Bob Seelert, chairman, Saatchi & Saatchi "I didn't think it was possible to improve upon the original version of How to Advertise, but Ken Roman and Jane Maas have done just that in this new edition of a classic book.

Author: Kenneth Roman

Publisher: Macmillan

ISBN: 9780312340216

Category: Business & Economics

Page: 263

View: 906

An updated guide to advertising contains in the latest edition coverage of such topics as marketing communications, generating creative ideas, advertising on the Internet, and integrating communications. Reprint. 10,000 first printing.

We Are What We Sell How Advertising Shapes American Life And Always Has 3 volumes

Thus, in my book, he is indeed the seventh giant who invented modern
advertising. “I Hate Rules”13 While Confessions of an Advertising Man and
Ogilvy on Advertising read more like instruction manuals—do this, don't do that—
Ogilvy, in his ...

Author: Danielle Sarver Coombs

Publisher: ABC-CLIO

ISBN: 0313392455

Category: Social Science

Page: 1004

View: 953

For the last 150 years, advertising has created a consumer culture in the United States, shaping every facet of American life—from what we eat and drink to the clothes we wear and the cars we drive. • Includes original essays by noted cultural and advertising historians, commentators, and journalists • Provides analysis from experts in advertising and popular culture that places American advertising in historical and cultural context • Supplies a comprehensive examination of advertising history and its consequences across modern America • Presents an extensive analysis of the role of new media and the Internet • Documents why advertising is necessary, not only for companies, but in determining what being "an American" constitutes

Fables Fashions and Facts About Advertising

Young refers to lessons he learned from direct response in How to Become an
Advertising Man, p. 80; Ogilvy did the same in Confessions of an Advertising Man
, pp. 91–92. The Starch research is discussed in Jones, How Advertising Works, ...

Author: John Philip Jones

Publisher: SAGE

ISBN: 1452236836

Category: Business & Economics

Page: 328

View: 629

John Philip Jones, bestselling author and internationally known advertising scholar, has written a textbook to help evaluate advertising "fables" and "fashions," and also to study the facts. He uses the latest trends and cutting-edge research to illustrate their occasional incompleteness, inadequacy, and in some cases total wrongheadedness. Each chapter then attempts to describe one aspect of how advertising really works. Unlike most other advertising textbooks, Fables, Fashions, and Facts About Advertising is not written as a "how to" text, or as a vehicle for war stories, or as a sales pitch. Instead, it is a book that concentrates solely on describing how advertising works. Written to be accessible to the general public with little or no experience studying advertising, it makes the scholarship of an internationally renowned figure accessible to students taking beginning advertising courses.

Business

He was a late starter in advertising at 39. Yet he still made it to the top of his
profession - and made an indelible mark there too . Ogilvy died on 21 July 1999 .
GLOSE BUT NO GIGAR advertising agency , S.H. Benson , to invest a further ...

Author: 布卢姆斯伯里出版公司

Publisher: 中信出版社

ISBN: 9787800736599

Category: Business

Page: 2114

View: 776

责任者取自版权页。

The Indian Textile Journal

Nalanda BOOK & RECORD SHOP Shopping Centre , The Taj Inter • Continental ,
Apollo Bunder , Bombay 400 039 Telephone : 242514 Announcing David
Ogilvy's new controversial book : OGILVY ON ADVERTISING 1 On sale at
NALANDA ...

Author:

Publisher:

ISBN:

Category: Textile fabrics

Page:

View: 820


Powers of Persuasion

The Inside Story of British Advertising 1951-2000 Winston Fletcher ... McDonald,
Colin, How Advertising Works, Advertising Association, with NTC Publications,
1992. ... Ogilvy, David, Confessions of an Advertising Man, Atheneum, 1963.

Author: Winston Fletcher

Publisher: OUP Oxford

ISBN: 0191647594

Category: Business & Economics

Page: 314

View: 132

During much of the second half of the 20th century advertising in Britain led the world. Yet no history of British advertising covering this heady period has previously been published. During those years advertising increasingly came to touch upon almost every aspect of every individual's life, and reached its peak as a proportion of the Gross National Product. It boosted economic growth and peoples' affluence. But at the same time the advertising industry was frequently under siege, as politicians, pressure groups, and others constantly sought to restrain its influence - and often succeeded. For several decades the creativity of British campaigns was preeminent around the globe. But Powers of Persuasion is not just about advertisements - it is about advertising. During those years Britain was also a world leader in setting industry benchmarks - innovating the account planning discipline, setting the standard for public service advertising, launching global advertising awards festivals, introducing the best system of advertising regulation, setting up both the world's largest advertising archive and the world's most comprehensive on-line advertising research databank. These were the keystones on which British creativity was built. Simultaneously, major British advertising companies - particularly Saatchi & Saatchi and WPP - raced to the top of the global league. Powers of Persuasion tells the authoritative story of this dynamic, exhilarating era, with pen portraits of the personalities involved, anecdotes, case histories, and essential data. Written (from the inside) by one of the industry's leaders, this is a book for all interested in advertising and its role in society, business, and the media.

Blood Brains and Beer

Author: David Ogilvy

Publisher:

ISBN:

Category: Advertising

Page: 118

View: 773


Essentials of Marketing Communications

Myers , G. ( 1994 ) Words in Ads . London : Edward Arnold . Few textbooks give
more than a passing coverage of outdoor media . For a view of the use of words
in ads , this book is difficult to beat . Ogilvy , D. ( 1983 ) Ogilvy on Advertising .

Author: Jim Blythe

Publisher: Pearson Education

ISBN: 9780273702054

Category: Business & Economics

Page: 332

View: 706

Essentials of Marketing Communications 3rd edition gives students a concise overview of the strategic and tactical decision-making processes involved in marketing communications. It also links the current theories of marketing communications to consumer behaviour issues as well as explaining how marketing communications works in the real world. The text is ideal for those studying marketing communications for the first time.

Persuasive Advertising

These nine bookswereparticularly valuable:Scott (1912), The Theoryand
Practiceof Advertising;Starch (1914), Advertising; Hopkins (1923), Scientific
Advertising; Reeves(1961), Reality in Advertising; Ogilvy (1983), Ogilvy on
Advertising; ...

Author: J. Armstrong

Publisher: Springer

ISBN: 0230285805

Category: Business & Economics

Page: 388

View: 678

Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this.

Advertising Account Planning

In his book Ogilvy on Advertising, David Ogilvy says, “Unless your campaign
contains a big idea, it will pass like a ship in the night.” The point is that there are
big ideas and there are execution ideas. For advertising to be truly remarkable,
you ...

Author: Larry Kelley

Publisher: Routledge

ISBN: 1317507436

Category: Business & Economics

Page: 262

View: 145

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

Guerrilla Marketing in 30 Days

Guerrillas use advertising that is more focused to a target market, less on the
masses, and more personal, resulting in more sales conversions. Advertising is
the most visible form of ... David Ogilvy said in Ogilvy on Advertising (Vintage
Books): ...

Author: Al Lautenslager

Publisher: Entrepreneur Press

ISBN: 161308269X

Category: Business & Economics

Page: 304

View: 249

Updated with fresh examples, the latest techniques and trends, new success stories, and fresh, practical marketing habits for today’s aspiring guerrillas, this new edition provides marketers with the latest guerrilla marketing tools and tactics. In just 30 chapters and 30 days, famous marketers Jay Conrad Levinson and Al Lautenslager show eager entrepreneurs how to zero in on their marketing goals and maximize their profits. New marketers learn from updated real-life examples and success stories and proven fundamental concepts, and use daily exercises to take their marketing to the next level — ultimately increasing profits, cutting costs, and gaining new customers. Topics detailed in this new edition include proximity marketing, thought leadership, integration of online and offline marketing, speaking and events, direct email, personalization, and implementation. With every step, Levinson and Lautenslager provide thorough action plans to help aspiring guerrillas stay on track, leaving no excuse for anything but success.

Ultimate Small Business Marketing Guide

1500 Great Marketing Tricks That Will Drive Your Business Through the Roof
James Stephenson ... Ogilvy, David. Ogilvy on Advertising. New York: Vintage
Books, 1987. Schmid, Jack. Creating a Profitable Catalog: Everything You Need
to ...

Author: James Stephenson

Publisher: Entrepreneur Press

ISBN: 1613080433

Category: Business & Economics

Page: 564

View: 103

The second edition of this comprehensive guide introduces new marketing, advertising, sales and public relations techniques to the 1,500 proven ideas from the first edition. It adds dozens of new high-tech strategies required to stay one step ahead in today’s highly competitive global marketplace. Off- and online resources have been updated and new ones—including blogs and new websites—have been added.

Advertising Sales and Marketing

David Ogilvy, Advertising mogul The man who did the most to make advertising
what it is today was himself a career changer. David Ogilvy was born in Surrey,
England, in 1911. Ogilvy inherited both financial sense and a hard work ethic
from ...

Author: Ken Mondschein

Publisher: Infobase Publishing

ISBN: 1438125704

Category: Advertising

Page: 150

View: 798

Guide for pursuing a career in the advertising field.

Media Selling

marketing with his 1960 article “Marketing myopia,” and he changed the
perception of advertising ten years later with his ... As David Ogilvy, the
advertising genius and practitioner par excellence, wrote to his advertising
agency copywriters in ...

Author: Charles Warner

Publisher: John Wiley & Sons

ISBN: 1444359274

Category: Business & Economics

Page: 616

View: 712

This newly revised and updated edition of Media Selling addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales. A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data

Standard Directory of Advertising Agencies

628 NORTH COAST BEHAVIORAL RESEARCH GROUP— See Wyee
Advertising, pg, 904 NORTH LKSHT COMMUNICATIONS, pg. 62* NORTHCOTE
ft ASOCIADOS A OGILVY & MATHER— See Ogrfvy ft Mather Worldwide, Inc.. pg.

Author:

Publisher:

ISBN:

Category: Advertising

Page:

View: 501


In My Blood

Quite by chance, I bought a book called Ogilvy on Advertising. It had a picture of
the author, David Ogilvy (who had founded Ogilvy & Mather in the US after the
Second World War), on the cover. I was intrigued because he looked a bit like a ...

Author: Greg Waggett

Publisher: IN MY BLOOD

ISBN: 0955704707

Category: Private security services

Page: 191

View: 764


Sticking My Ads Out

Often, I thought, [can do better than this stujf I began to read every book in the
library on the subject of writing, especially advertising writing. There weren't
many. I devoured David Ogilvy's Ogilvy on Advertising and Rosser Reeves's
Reality in ...

Author: Al Hampel

Publisher: Xlibris Corporation

ISBN: 1469162857

Category: Business & Economics

Page: 106

View: 948

In the first part of this warm and funny memoir Al Hampel relates his life growing up a poor kid in the industrial city of Paterson, New Jersey. He attends the Y camp in nearby Pennsylvania as a charity case wearing hand-me-down donations with labels featuring assorted names he never heard of. Just the beginning of his identity crisis he writes. After high school with WW II in full swing he enlists in the Navy and serves on a repair ship in the Pacific. With benefits from the GI bill Hampel earns a degree in marketing from NYU. Following a series of small time copywriting jobs, Al lands a position in Young&Rubicam, an ad agency he could only dream of joining . Y&R was considered the most creative of all the shops on Madison Avenue. He recounts his rise through the ranks, stepping around and over the very talented copywriters who wrote the award winning advertising that set Y&R apart. Along the way he describes the ads and the work habits that helped him scale the Everest of copy departments to become copy chief. Hampel was a pioneer in the writing of cast or integrated commercials. He would get the scripts of the most popular TV shows weeks in advance and write a minute second ending tailored to the story line of the entire episode. The second ending contained the sponsors commercial. Viewers believed they were seeing a continuation of the show they were watching but instead they were exposed to a commercial seamlessly and entertainingly. Shows that Hampel wrote second endings for included, Jack Benny, Danny Thomas, Andy Griffith, Hogans Heroes, Lucy, Gomer Pyle, Jean Arthur, and Laugh In. In those years Hampel wrote the endings to more TV shows than any other writer for television. In the course of working on the Lays Potato Chip account Al chose Buddy Hackett to replace Bert Lahr who had been the beloved Lays spokesman before passing away. It was not an easy transition, but Al formed a close and mutually respectful relationship with Hackett that led to the creation of dozens of humorous spots and a profitable alliance for Frito Lay. In some of the funniest anecdotes in the book Hampel tells of his travels with Buddy, the Vegas years and the celebrities he meets along the way. One chapter describes, How Buddy Hackett became the Lays Potato Chip spokesman and how he blew the job". In the 1970s, Al Hampel wrote one line that he will ever be remembered for and that is now quoted in ad agencies the world over, Its Not Creative Unless It Sells. Recently he updated the line in keeping with the surge of Internet advertising. From hits and views you can tell everything but will it sell.