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Author : Alexey Ivanov
Publisher : Unknown
Page : 128 pages
File Size : 44,5 Mb
Release : 2024-04-16
Category : BUSINESS & ECONOMICS
ISBN : 3838272331
Author : Alexey Ivanov
Publisher : Ibidem Press
Page : 150 pages
File Size : 52,6 Mb
Release : 2019-03-30
Category : Creative ability in business
ISBN : 3838212339
Why are recommendations like "Think outside the box!" the real killers of creative thought? How do you force competitors to advertise your services? What useful insights can an advertiser learn from a taxi driver? Alexey Ivanov, one of the best advertisers and copywriters in Russia, gives convincing answers to these questions and more.
Author : Derek Yates,Jessie Price
Publisher : Bloomsbury Publishing
Page : 208 pages
File Size : 45,9 Mb
Release : 2015-02-26
Category : Design
ISBN : 9781474239257
The success of a piece of communication has always been dependent on the connection between content, form, audience and context – what the message is, who it's aimed at, what it looks like, and how and where it's communicated. In recent years the balance between these elements has shifted. This book bridges the gap between education and emerging practices to provide students and practitioners with the information they need to understand the new skillsets required to succeed in this changing communication environment. Organized into themes of brand, experience, conversation, participation, navigation, advocacy and critique, it explores the core ideas shaping contemporary practice. Alongside case studies of game changing projects, it uses analysis of historical context and interviews with key thinkers and practitioners to provide a relevant and contemporary guide to the creative employment landscape.
Author : David Ogilvy
Publisher : Unknown
Page : 172 pages
File Size : 42,8 Mb
Release : 2002
Category : Advertising
ISBN : OCLC:1148602313
Author : David Ogilvy
Publisher : Profile Books
Page : 208 pages
File Size : 51,8 Mb
Release : 2012-12-06
Category : Business & Economics
ISBN : 9781847659453
First collected by his devoted family and colleagues as a 75th birthday present, The Unpublished David Ogilvy collects a career's worth of public and private communications - memos, letters, speeches, notes and interviews - from the 'Father of Advertising' and founder of Ogilvy & Mather. Still fizzing with energy and freshness more than 25 years after it was first published, its success outside the private circle of friends and colleagues it was created for was, in the words of one of its editors: 'because so often he spoke out on important matters long before the crowd caught up to him; because all of what he says, he says so well; because so little of what he says in the book had ever before appeared in print'. It includes The Theory and Practice of Selling the AGA Cooker, described by Fortune magazine as 'the finest sales instruction manual ever written', and an interview in which he makes disclosures that even long-standing associates had never heard before. This is a business book unlike any other: a straightforward and incisive look at subjects such as salesmanship, management and creativity, presented in his trademark crisp prose. Whether carefully prepared for a lecture or as a private joke to a friend, his writing always underlines the importance of the rule, 'it pays an agency to be imaginative and unorthodox'.
Author : David Ogilvy
Publisher : Hachette UK
Page : 376 pages
File Size : 50,5 Mb
Release : 2023-02-02
Category : Business & Economics
ISBN : 9781802796988
David Ogilvy is 'The Father of Advertising' and in this new format of his seminal classic, he teaches you how to sell anything. 'The most sought-after wizard in the advertising business.' Times Magazine From the most successful advertising executive of all time comes the definitve guide to the art of any sale. Everything from writing successful copy to finding innovative ways to engage people and from identifying with your audience to the various ways to sell a lifestyle, Ogilvy on Advertising looks at what sells, what doesn't and why. And, in doing so, he teaches what you can do to sell the most brilliant item of all... yourself. From a titan of not just the advertising industry, but the business world, this book is David Ogilvy's final word on what you're doing wrong in any pitch and how you can finally fix it.
Author : Allen P. Adamson
Publisher : Palgrave Macmillan
Page : 257 pages
File Size : 42,9 Mb
Release : 2007-08-07
Category : Business & Economics
ISBN : 9781403984906
In an era of mixed media messages, in which brands are extended to the breaking point and marketing theories compete for attention, it is difficult to create effective brands. Drawing on the authors' experience of working with the world's top brands, this book shows how to communicate with customers and make your brand resonate.
Author : Craig Simpson
Publisher : Entrepreneur Press
Page : 192 pages
File Size : 45,5 Mb
Release : 2016-10-17
Category : Business & Economics
ISBN : 9781613083512
Distilling the wisdom of the world’s greatest advertisers, direct marketing expert Craig Simpson delivers an education on direct marketing and advertising copy that creates brand awareness, sells products, and keeps customers engaged. Walks readers through time-tested methods of creating effective ad copy that increases profits. Dissects the principles of legendary marketers like Robert Collier, Claude Hopkins, John Caples, and David Ogilvy.
Author : Rory Sutherland
Publisher : Random House
Page : 301 pages
File Size : 53,5 Mb
Release : 2019-05-07
Category : Psychology
ISBN : 9780753551370
‘A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.’ Nassim Nicholas Taleb Why is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste? Discover the alchemy behind original thinking, as TED Talk superstar and Ogilvy advertising legend Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic on his mission to turn us all into idea alchemists. He shows how economists, businesses and governments have got it all wrong: we are not rational creatures who make logical decisions based on evidence. Instead, the big problems we face every day, whether as an individual or in society, could very well be solved by thinking less logically. To be brilliant, you have to be irrational.
Author : Glenn Fisher
Publisher : Harriman House Limited
Page : 236 pages
File Size : 53,6 Mb
Release : 2018-10-01
Category : Business & Economics
ISBN : 9780857196958
Every business making sales online is engaged in a battle to get customers to click. More clicks equals more sales equals a more successful business. How do you write copy that will encourage more people to buy from you? How do you persuade customers over the line to make that final buying decision? What is The Art of the Click? The answer lies in the power of direct-response copywriting. In this entertaining and highly readable guide, copywriting expert Glenn Fisher boils down over a decade of experience to present a huge array of techniques, tactics and industry secrets to improve your copywriting, get more clicks... and ultimately, get more sales. You will discover: - The single thing every great writer must do if they want to improve. - How anyone can learn to write a headline that will stop all potential customers in their tracks. - Where to find inspiration and how to feed ideas. - How you can get a customer physically nodding along with every word you write. - How to avoid waffle and make your copy more succinct. - How you can write irresistible offers than no one can refuse. - And much more! Pick up The Art of the Click now to improve your copywriting. You’ll soon be wondering how you ever made a sale without it...
Author : William Mazzarella
Publisher : Duke University Press
Page : 392 pages
File Size : 44,9 Mb
Release : 2003-08-05
Category : Business & Economics
ISBN : 0822331454
DIVAn inside look at the creation of several ad campaigns in the major Bombay ad agency and what they say about Indian national identity./div
Author : Greg Orme
Publisher : Pearson UK
Page : 223 pages
File Size : 44,5 Mb
Release : 2014-08-08
Category : Business & Economics
ISBN : 9781292005317
Includes interviews with Gail Rebuck (CEO of Penguin Random House), Sir John Hegarty (Founder of BBH) and Stuart Murphy (Director of Entertainment Channels atSky) Def: Spark (n) - an elusive moment when a new idea strikes that has the potential to transform the way you do business. Big or small, new ideas are the lifeblood of all successful businesses. They are responsible for higher profits, quicker growth and game-changing innovations. But how do you foster a creative culture, nurture new ideas and manage the people behind the electricity? The Spark answers these questions and more, unravelling the mystique around business creativity and offering 10 practical steps to building an innovative team and becoming an inspiring creative leader.
Author : Annlee A. Hines
Publisher : John Wiley & Sons
Page : 338 pages
File Size : 51,9 Mb
Release : 2002-10-02
Category : Computers
ISBN : 9780471431992
Keep your network safe from security disasters with a dependable recovery strategy Companies are finally learning that a network disaster recovery plan is mandatory in these times, and they must be prepared to make difficult choices about network security. In the information-packed pages of this book, Annlee Hines shares her unique and diverse work experience. She explains that the first thing you need, whatever your business may be, is reliable information and an idea of what you need to protect, as well as what you are protecting it from. She then dives into a discussion of how much you can expect to spend depending on what kind of security your network requires. She also delves into addressing the variables that determine why your needs will not necessarily be the needs of your closest competitor. Most importantly, Hines writes this valuable material realizing that you already know how to do your job --it's just that you now have to reconsider just how vulnerable the information nervous system of your company really is. From major terrorist attacks to natural disasters to hackers, Annlee Hines explores how to defend your network and reviews such topics as: * Probes, viruses, worms, and Trojan horses * The most common vulnerabilities networks face * Understanding and justifying costs * Lessons to be learned from successful defense strategies * Preparing for the worst and the requirements of network survival * Remedies, cyber recovery, and restoration
Author : Peter J. LaPlaca,Newton Frank
Publisher : Marketing Classics Press
Page : 219 pages
File Size : 54,7 Mb
Release : 2011-10-15
Category : Business & Economics
ISBN : 9781613112274
Author : Hugh MacLeod
Publisher : Penguin
Page : 176 pages
File Size : 50,5 Mb
Release : 2009-06-11
Category : Self-Help
ISBN : 9781101057728
When Hugh MacLeod was a struggling young copywriter, living in a YMCA, he started to doodle on the backs of business cards while sitting at a bar. Those cartoons eventually led to a popular blog - gapingvoid.com - and a reputation for pithy insight and humor, in both words and pictures. MacLeod has opinions on everything from marketing to the meaning of life, but one of his main subjects is creativity. How do new ideas emerge in a cynical, risk-averse world? Where does inspiration come from? What does it take to make a living as a creative person? Now his first book, Ignore Everyone, expands on his sharpest insights, wittiest cartoons, and most useful advice. A sample: *Selling out is harder than it looks. Diluting your product to make it more commercial will just make people like it less. *If your plan depends on you suddenly being "discovered" by some big shot, your plan will probably fail. Nobody suddenly discovers anything. Things are made slowly and in pain. *Don't try to stand out from the crowd; avoid crowds altogether. There's no point trying to do the same thing as 250,000 other young hopefuls, waiting for a miracle. All existing business models are wrong. Find a new one. *The idea doesn't have to be big. It just has to be yours. The sovereignty you have over your work will inspire far more people than the actual content ever will. After learning MacLeod's 40 keys to creativity, you will be ready to unlock your own brilliance and unleash it on the world.