David Ogilvy Knihy

Legendární kniha klasika světové reklamy je zasvěceným průvodcem oborem reklamy a reklamní tvorby. Ogilvy v ní nezapře svou "původní" profesi textaře a se svou typickou argumentační přesvědčivostí shrnuje své celoživotní zkušenosti s tím, jak dělat reklamu, která prodává. Bohatý obrazový doprovod přináší příklady úspěšných i nepovedených reklam.

Kniha má kapitoly, jak řídit reklamní agenturu, jak získávat klienty, jak si udržet klienty, jak být dobrým klientem, jak budovat velké kampaně, jak vytvářet působivé reklamy, jak ilustrovat reklamy a plagáty, jak dělat dobré televizní reklamy, jak dělat kamapaně na potravinářské výrobky, turistické cíle a volně pdodejná léčiva. Končí kapitolou, má se reklama zrušit?

The former, and pioneering, advertising executive recalls with gusto and humor his Scottish childhood and his pre-advertising adventures as a chef in Paris, a salesman in Scotland, a pollster in Hollywood, and a farmer in Pennsylvania

A unique personality, David Ogilvy is hailed as the creative force of modern advertising, with his sharp, iconoclastic nature illuminating the industry like no other. Despite starting with no credentials, clients, or money, he became a revolutionary figure whose influence is still felt today. His campaigns transcended mere advertising, creating pop culture icons like the Hathaway shirt man. His impressive client roster includes Rolls Royce, Campbell's Soup, and IBM, showcasing his versatility. Born in 1911 in Surrey, Ogilvy faced early challenges, including economic hardship during World War I, which led his family to London. He attended boarding school and Oxford before embarking on a diverse career path that took him to America, where he ran a polling service for Hollywood elites, and back to England, where he worked for British Intelligence. His journey culminated in a position at the London advertising agency Mather and Crowther, marking the beginning of his legendary career. Ogilvy's life is filled with colorful experiences, from his unconventional upbringing—where his father’s rigorous methods included a daily tumbler of raw blood—to his adventures in the Amish community and beyond. An innovative businessman and great storyteller, David Ogilvy's autobiography reflects his extraordinary life and the many twists that shaped his path to success.

This is the memoirs of one of the most important individuals in the aircraft preservation scene.

Whether the reader is a newcomer starting from scratch on a shoestring budget, or an established business person looking to cash in on the mail-order boom, Julian Simon's definitive book provides A-to-Z coverage of how to plan, execute, and maintain a successful mail-order operation. Step-by-step, Simon shows how to strike it rich in mail order from selecting the right products, to promoting them effectively, to creating ads and copy that sell, and much more. In each information-packed page, the fifth edition reports on today's trends and developments in this fast-changing field, while continuing to offer the expert guidance that has stood the test of time. Readers will learn how to: Use computers, databases, and desktop publishing to simplify and enhance operations; Take advantage of the emerging opportunities in international direct marketing; Benefit from insider advice from the field's biggest success stories thanks to special chapters by David Ogilvy, John Caples, Victor Schwab, and Paul Bringe; Deal with postal increases, legal requirements, cash flow, competition, and a host of potential pitfalls; Make smart tactical decisions about customer service, mailing lists, trial offers, selling a business, and more.

A legend in advertising for more than 60 years, John Caples still serves as a guide to generations of creative marketing people. Now his classic work on how to create successful advertising has been updated by respected advertising consultant Fred Hahn. It retains all the clarity, candid analysis, time-tested experience and invaluable award-winning ideas from the original, while bringing it right up-to-the-minute on the many new changes in the field.