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David Ogilvy_Ogilvy despre Publicitate.pdf
[ Romanian ] David Ogilvy – Ogilvy Despre Publicitate [ eBook ( PDF )]

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David Ogilvy, maestrul de necontestat al publicităţii americane moderne, a fost, de fapt, britanic get-beget: un scoţian de viţă veche, şcolit la Oxford. Întreaga viaţă i-a fost călăuzită de spiritul de aventură şi de încăpăţânarea proverbială moştenită de la strămoşii săi. A abandonat studiile de istorie, atras de mirajul Parisului, apoi a bătut drumurile de ţară din Scoţia cărând o servietă de comis-voiajor, a trecut Oceanul pentru a lucra în cercetare cu legendarul George Gallup, a participat la elaborarea strategiilor de război psihologic în cadrul serviciilor secrete britanice. Nimic nu prevestea însă că, la vârsta de 38 de ani, aventurierul Ogilvy avea să se transforme într-un copywriter de geniu.
Agenţia de publicitate pe care a înfiinţat-o în 1949 cu numai 6000 de dolari este acum una dintre cele mai mari reţele de comunicare din lume, cu peste 450 de filiale în 120 de ţări. În portofoliul ei se află corporaţii precum American Express, BAT, BP, Cisco, Coca-Cola, Ford, Gillette, IBM, Johnson & Johnson, Kodak, Kraft, Lenovo, Motorola, Nestlé, Unilever sau Yahoo.

A candid and indispensable primer on all aspects of advertising from the man Time has called “the most sought after wizard in the business”

If you’re in the profession of advertising, and this book isn’t on your bookshelf, dog-eared, stained and well-worn, you’ve been ripping off your clients.

The entire premise of Ogilvy on Advertising boils down to one simple statement (coined by Claude Hopkins nearly 80 years ago in his book Scientific Advertising): “Advertising is salesmanship.”

Sadly, the advertising world has drifted from that solid mooring. And now those who profess it are considered anachronistic at best. And kooky at worst.

Ogilvy, a staunch admirer of Hopkins, firmly embraced that tenet — and it propelled him and his agency (Ogilvy and Mather) to the Mount Olympus of the advertising world. Most importantly, it made his clients rich beyond the dreams of avarice.

Ogilvy’s writing is captivating. His work, legendary. His ideas, timeless. The information in this book is easily work 10 times the cover price.

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