ESCP Europe

Item type

Book

Language

English

Publication year

2011

ISBN

978-1-85375-615-3

Brutally frank and witheringly opinionated, David Ogilvy became the most sought-after wizard in the advertising business (Time magazine). In this classic guide to the world of advertising, the most successful adman of all time tells you how to make advertising work. - How to write successful copy and get people to read it. - The six giants who created modern advertising. - How to create advertising that sells the product. - Sex in advertising. - Twelve TV commercials that work and four that dont. - The future of advertising. from the back cover.

1. Overture --- 2. How to produce advertising that sells --- 3. Jobs in advertising - and how to get them --- 4. How to run an advertising agency --- 5. How to get clients --- 6. Open letter to a client in search of an agency --- 7. Wanted: a renaissance in print advertising --- 8. How to make TV commercials that sells --- 9. Advertising corporations --- 10. How to advertise foreign travel --- 11. The secret of success in business-to-business advertising --- 12. Direct mail, my first love and secret weapon --- 13. Advertising for good causes --- 14. Competing with Procter & Gamble --- 15. 18 Miracles of research --- 16. What little I know about marketing --- 17. Is America still top nation? --- 18. Lasker, Resor, Rubicam, Burnett, Hopkins and Bernbach --- 19. What's wrong with advertising --- 20. I predict 13 changes..