David Ogilvy was een visionaire denker wiens werk het belang van nauwkeurig onderzoek en vasthouden aan de realiteit benadrukte. Zijn benadering van verkoop legde de nadruk op de kwaliteit van het verkoopmanschap boven de pure hoeveelheid van oproepen. Hij putte inspiratie uit de methoden van George Gallup en paste deze principes toe om opmerkelijk succes te behalen. Zijn invloed reikt veel verder dan reclame en marketing.
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.
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business". 223 photos.
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.
David Ogilvy was an advertising genius. Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made the book an international bestseller. If you aspire to be a good manager in any kind of business, then this is a must read. His views are timeless and form a blueprint for good practice in business. Book jacket.
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
