Ogilvy on Advertising in the Digital Age
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Krátky popis
David Ogilvy is remembered as one of the most influential admen of
all time. His bestselling book Ogilvy on Advertising gave
no-nonsense, essential advice to those in marketing, PR,
advertising and other related industries wanting to improve their
success rate. It has become the industry handbook. Ogilvy wrote his
book before the Digital Revolution, and in this sequel, Miles Young
brings the same erudite scrutiny to advertising in the digital age
as he examines the challenges that agencies and their clients have
faced with the arrival of 'digital'. He demonstrates how to respond
astutely and successfully to the myriad possibilities the digital
world has to offer. The book is comprehensive in its reach,
touching on all areas, from brand response to social media,
pervasive creativity, smart content and good storytelling, to
cautions about the power of big data, and what we can learn from
the latest neuroscience findings and emerging markets. Backed up by
sound research and an illustrious career working out of offices in
the UK, US and Hong Kong, Young cuts through the 'noise'
surrounding digital to outline some essential truths and offer
sound practical advice.
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