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Famous for his colorful personality and formidable intellect, David Ogilvy left an indelible mark on the advertising world, transforming it into a dynamic industry full of passionate, creative individuals. This first-ever biography traces Ogilvy's remarkable life, from his short-lived college education and undercover work during World War II to his many successful years in New York advertising. Ogilvy's fascinating life and career make for an intriguing study from both a biographical and a business standpoint. Idiosyncratic, full of contradictions, and characterized by a powerful intellect, he redefined the business and became an icon within the advertising world, inspiring countless people to devote their lives to it. This biography is based on a wealth of material from decades of working alongside the advertising giant, including a large collection of photos, memos, recordings, notes, and extensive archives of Ogilvy's personal papers. The book describes the creation of some of history's most famous advertising campaigns, such as: * "The man in the Hathaway shirt" with his aristocratic eye patch* "The man from Schweppes is here" with Commander Whitehead, the elegant bearded Brit, introducing tonic water (and "Schweppervesence") to the U.S.* Perhaps the most famous automobile headline of all time--"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock."* "Pablo Casals is coming home--to Puerto Rico." Ogilvy said this campaign, which helped change the image of a country, was his proudest achievement.* And his greatest (if less recognized) sales success--"DOVE creams your skin while you wash." Fifty years later, still on his original proposition that it doesn't dry your skin, Dove has become the largest selling cleansing brand in the world. Roman also carries Ogilvy's message into the present day, showing the contemporary relevance of the bottom-line focus for which his business ventures are remembered, and how this approach is still key for professionals in the modern advertising world.

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發表於2024-11-27

The King of Madison Avenue 2024 pdf epub mobi 電子書下載

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郭德綱說很多當代的相聲演員是廚子轉業。廣告人的行業也如此。如雷貫耳的大衛奧格威，也曾經是一個很窮的廚子。後來還做過上門推銷爐子的銷售。也做過農民。但在100年前的美國，平凡人容易有夢，夢想似乎更容易實現。慕名前去麥迪遜大道朝聖，除瞭那些大高樓，我卻沒見到什...

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出版者:St. Martin's Press

作者:Kenneth Roman

出品人:

頁數:304

譯者:

出版時間:2009-1-6

價格:USD 27.95

裝幀:Hardcover

isbn號碼:9781403978950

叢書系列:

圖書標籤: 廣告 ogilvy 商業傳記

The King of Madison Avenue 2024 pdf epub mobi 電子書下載

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大學進入廣告專業的第一本書就是《一個廣告人的自白》，今天可以讀到彆人寫他的傳記瞭，看看是否有些什麼新故事。

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實在太流水瞭，不堪卒讀。還是捏著鼻子讀完瞭。英式寫作連點都抓不住。19世紀末英國不再以每張報紙的廣告為單位收稅，打開廣告之門。廣告逐漸開始取代上門銷售，而早期的生産者甚至需要廣告商說服著試用廣告，還覺得做廣告比較低級。奧格威從銷售齣身，同時參加過Gallup投票統計，因此傾嚮用科學的統計手法，並以銷售為根本目標進行廣告設計。他天纔地把Guinness啤酒和生蠔聯係在一起，通過感官互通來刺激消費者購買的欲望；同時在哈瑟維服的男人中用單眼罩引發觀眾對故事性的興趣刺激消費。奧格威的公司在與英國總部閤並後於1964年上市，上市後通過並購大肆擴張，這點讓奧格威自己也非常不安，因為融入瞭很多不同的文化和運營理念。當時Commission based的收費模式可能也是當時股神看好的原因之一。

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The King of Madison Avenue 2024 pdf epub mobi 電子書下載