A common-sense course in how to write advertising copy that gets people to buy your product or service, written by a plain-speaking veteran mail order copywriter in 1960.
Best part: 100 “archetypal” headlines that people are still using in various forms today to create new controls (e.g., “When Doctors Feel Rotten, This is What They Do”).
Content: Book | Author: Vic Schwab | Subject: Advertising
Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity–an approach that gains access to consumers’ hearts and minds, develops ongoing relationships … [ Read more ]
Content: Book | Author: Jon Steel | Subjects: Advertising, Market Research, Marketing / Sales
This third edition of a classic aimed at generalist users and creators of advertising services is written in the tradition of David Ogilvy’s Confessions of an Advertising Man. The authors (Kenneth Roman is former chairman and CEO of Ogilvy & Mather Worldwide; Jane Maas is chairman emeritus of Earle Palmer Brown; Martin Nisenholtz is CEO of New York Times Digital) acknowledge their debt to David … [ Read more ]
Content: Book | Authors: Jane Maas, Kenneth Roman, Martin Nisenholtz | Subjects: Advertising, Marketing / Sales
As the advertising industry’s Dave Barry, Garfield has written the influential ad criticism column “AdReview” for Ad Age for 17 years and is cohost of NPR’s On the Media. His first book, aimed at advertising pros, is a brazenly funny take on the industry practices that Garfield loves to hate. “Most advertising is unnecessarily terrible,” he writes, proceeding to enumerate the reasons why: a misguided … [ Read more ]
Content: Book | Author: Bob Garfield | Subjects: Advertising, Industry Specific | Industry: Advertising
Content: Book | Authors: Jonathan Bond, Richard Kirshenbaum | Subjects: Advertising, Marketing / Sales | Industry: Advertising
Content: Book | Author: David Ogilvy | Subjects: Advertising, Industry Specific | Industry: Advertising
Content: Book | Authors: Al Ries, Jack Trout | Subjects: Advertising, Marketing / Sales