My Life in Advertising


Book Description

This book is not written as a personal history, but as a business story. I have tried to avoid trivialities and to confine myself to matters of instructive interest. The chief object behind every episode is to offer helpful suggestions to those who will follow me. And to save them some of the midnight groping which I did. One night in Los Angeles I told this story to Ben Hampton, writer, publisher, and advertising man. He listened for hours without interruption, because he saw in this career so much of value to beginners. He never rested until he had my promise to set down the story for publication. He was right. Any man who by a lifetime of excessive application learns more about anything than others owes a statement to successors. The results of research should be recorded. Every pioneer should blaze his trail. That is all I have tried to do. When this autobiography was announced as a serial many letters of protest came to me. Some of them came from the heads of big businesses which I had served. Behind them appeared the fear that I would claim excessive credit to the hurt of others' pride. I rewrote some of the chapters to eliminate every possible cause for such apprehensions.




My Life in Advertising and Scientific Advertising


Book Description

Test marketing. Coupon sampling. Copy research. All are standard practices in today's world of advertising. All were invented by Claude C. Hopkins (1866-1932), who worked for various advertisers including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company until, at the age of 41, he was hired by Albert Lasker to write copy for Lord & Thomas advertising agency (forerunner to today's Foote, Cone & Belding). He stayed for 18 years. Scientific Advertising and My Life in Advertising remain essential, vital guideposts for present and future generations of advertising professionals. - Publisher.




A Big Life In Advertising


Book Description

One of the advertising world's all-time greats--the first woman president of an advertising agency and the first woman CEO of a company on the New York Stock Exchange--tells her riveting story. 36 photos.




Scientific Advertising


Book Description




Reality In Advertising


Book Description

Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality in Advertising was listed for weeks on the general best-seller lists, and is today acknowledged to be advertising's greatest classic. It has been translated into twelve languages and has been published in twenty-one separate editions in fifteen countries. Leading business executives, and the advertising cognoscenti, hail it as "the best book for professionals that has ever come out of Madison Avenue." Rosser Reeves says: "The book attempts to formulate certain theories of advertising, many quite new, and all based on 30 years of intensive research." These theories, whose value has been proved in the marketplace, all revolve around the central concept that success in selling a product is the key criterion of advertising. Get Your Copy Now




Confessions of an Advertising Man


Book Description

Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller. Regarded as the father of modern advertising, David Ogilvy created some of the most memorable advertising campaigns that set the standard for others to follow. Anyone aspiring to be a good manager in any kind of business should read this.




From Penguins to Paradise: My Life as an Advertising Man


Book Description

From Penguins to Paradise: My Life as an Advertising Man invites the reader to laugh at and learn about the ad industry in equal measure. It charts the career of a young advertising agency trainee, from his initial struggles as a trainee Account Executive to his appointment as Managing Director (Thailand), and eventually Senior Vice President (International). His insightful and often hilarious experiences range from the pitfalls of trying to make penguins perform for a TV commercial in London to the trials of opening some of the first Western agencies in Moscow and China. How do ad agencies work? How do you take the knowledge from London agencies and apply it in Singapore, Bangkok, Tokyo, and Brazil, while at the same time learning from these foreign cultures? And what is bachelor life really like in these far-away countries? All is revealed in this informative, light-hearted, and entertaining book.




The Man Who Sold America


Book Description

We live in an age of persuasion. Leaders and institutions of every kind--public and private, large and small--must compete in the marketplace of images and messages. This has been true since the advent of mass media, from broad circulation magazines and radio through the age of television and the internet. Yet there have been very few true geniuses at the art of mass persuasion in the last century. In public relations, Edward Bernays comes to mind. In advertising, most Hall-of-Famers--J. Walter Thomson, David Ogilvy, Bill Bernbach, Bruce Barton, Ray Rubicam, and others--point to one individual as the "father" of modern advertising: Albert D. Lasker. And yet Lasker--unlike Bernays, Thomson, Ogilvy, and the others--remains an enigma. Now, Jeffrey Cruikshank and Arthur Schultz, having uncovered a treasure trove of Lasker's papers, have written a fascinating and revealing biography of one of the 20th century's most powerful, intriguing, and instructive figures. It is no exaggeration to say that Lasker created modern advertising. He was the first influential proponent of "reason why" advertising, a consumer-centered approach that skillfully melded form and content and a precursor to the "unique selling proposition" approach that today dominates the industry. More than that, he was a prominent political figure, champion of civil rights, man of extreme wealth and hobnobber with kings and maharajahs, as well as with the likes of Albert Einstein and Eleanor Roosevelt. He was also a deeply troubled man, who suffered mental collapses throughout his adult life, though was able fight through and continue his amazing creative and productive activities into later life. This is the story of a man who shaped an industry, and in many ways, shaped a century.




Hey, Whipple, Squeeze This


Book Description

The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.




Tangled Goods


Book Description

A novel investigation of pro bono marketing and the relationship between goods, exploring the complex moral dimensions of philanthropic advertising. The advertising industry may seem like one of the most craven manifestations of capitalism, turning consumption into a virtue. In Tangled Goods, authors Iddo Tavory, Sonia Prelat, and Shelly Ronen consider an important dimension of the advertising industry that appears to depart from the industry’s consumerist foundations: pro bono ad campaigns. Why is an industry known for biting cynicism and cutthroat competition also an industry in which people dedicate time and effort to “doing good”? Interviewing over seventy advertising professionals and managers, the authors trace the complicated meanings of the good in these pro bono projects. Doing something altruistic, they show, often helps employees feel more at ease working for big pharma or corporate banks. Often these projects afford them greater creative leeway than they normally have, as well as the potential for greater recognition. While the authors uncover different motivations behind pro bono work, they are more interested in considering how various notions of the good shift, with different motivations and benefits rising to the surface at different moments. This book sheds new light on how goodness and prestige interact with personal and altruistic motivations to produce value for individuals and institutions and produces a novel theory of the relationship among goods: one of the most fraught questions in sociological theory.