When Advertising Tried Harder
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When Advertising Tried Harder
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Author : Larry Dobrow
language : en
Publisher:
Release Date : 1984
When Advertising Tried Harder written by Larry Dobrow and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1984 with Business & Economics categories.
International Advertising
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Author : John Philip Jones
language : en
Publisher: SAGE
Release Date : 2000
International Advertising written by John Philip Jones and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Business & Economics categories.
A handbook of the theory and practice of international advertising linked to overall trends in business globalization.
A Book About The Classic Avis Advertising Campaign Of The 60 S
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Author : Henri Holmgren
language : en
Publisher:
Release Date : 2000-01-01
A Book About The Classic Avis Advertising Campaign Of The 60 S written by Henri Holmgren and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-01-01 with categories.
?Avis is only No. 2. We Try Harder.? With that phrase, Avis?s breakthrough campaign in the early 1960?s established one of the best-known and successful advertising programs ever launched, recognizable to millions of people around the world. The Avis campaign broke every rule in the book. It openly admitted that Avis was losing money, that they company was short of customers and that they were only No. 2 in rent a cars. When Doyle Dane Bernbach (the advertising agency) tested the campaign, the results were so poor that no one today would let it run. But Bob Townsend of Avis did. Together with the people at DDB he created a milestone in the history of advertising. In this book you?ll find the whole history of the campaign that ran from 1963 to 1967. Plus interviews with the people involved, and all the 51 ads that made them so famous. The ads were acknowledged as a smart, savvy, and sharp way to differentiate their rent-a-car company from others. The creativity of clever advertising executives complemented the desires of forward-thinking Avis management to be different, to be effective, to be outstanding. The advertisements highlighted in this book surpassed everyone?s expectations at the time. They literally changed the way a company?s image was presented to the public. They illustrate a basic underlying sense of honesty that was simplistic in its presentation, yet complex in its understatement. More than thirty years later, the campaign remains an integral and important element of Avis? global culture. The familiar logo is worn every day by their corporate and licensee employees around the world, including the US-based employee-owners, as a symbol of their commitment to quality. The Avis advertising campaign continues to communicate a sense of purpose and who they are and what they do: they strive to provide the highest level of quality service and satisfaction to their worldwide customer base. For Avis then, and for Avis now, ?We try harder.? is more than a catchy advertising phrase; it is Avis.
A Big Life In Advertising
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Author : Mary Wells Lawrence
language : en
Publisher: Knopf
Release Date : 2002
A Big Life In Advertising written by Mary Wells Lawrence and has been published by Knopf this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Biography & Autobiography categories.
One of advertising’s all-time greats, Mary Wells Lawrence, shows us the American ad world from the 1950s through the 1980s in all its brilliance, excitement, fun and craziness. She captures the thrill of being a young copywriter in the 1960s at Doyle Dane Bernbach, working for the dazzling, revolutionary Bill Bernbach (“There was something volcanic [about him] . . . a little like being in the company of Mao or Che or the young Fidel”); how he took on a car rental firm that barely existed, announced to the world it was Number Two and therefore it tried harder—and overnight made the unknown Avis second only to the mighty Hertz; how Bernbach’s “Think Small” campaign made big car–obsessed America fall in love with the unlikely Volkswagen; how his Polaroid ads explained the mysterious instant camera to the public without saying a word. She writes about leaving Doyle Dane Bernbach (for seven years her Heaven on earth) for a new ad company, and how she made it her own, producing the simple and unforgettable “Plop Plop Fizz Fizz” Alka-Seltzer commercial by getting rid of the cartoon tablet, Speedy, and creating a frothy, luminous commercial composed of nothing but two Alka-Seltzers dropping into a crystal glass of water; how she gave Braniff Airways brilliant visibility by painting its airplanes fresh, vivid colors—and then fell in love with and married the head of the company. She writes about her campaign for the French tourist bureau and how she used a single image—a country man on a bicycle—that today is still the symbol of France’s rural life . . . how she traveled the world for Betty Crocker’s casserole dishes, how she brought theatricality and fantasy to TV advertising. She tells how she started Wells Rich Greene and ran it like a movie studio. She writes about the clients and the campaigns . . . how she created a new line of cosmetics—Love—for a conservative drug company (it became one of the most successful cosmetics launches in history) . . . how she helped save American Motors from bankruptcy, redesigned its cars and put together an ad campaign that did the unthinkable—compared its unknown Javelin with Ford’s beloved Mustang . . . how Midas was “Midasized”. . . how, when thousands of Ford dealers had gone out of business, the Ford ads focused not on Ford’s cars but on the dedication of its workers, with the slogan “Quality is Job One”; how she made New York the place to be when it was seen as a sinking ship, with the slogan “I Love New York.” She writes about taking Wells Rich Greene public and how she became the first woman CEO of a company on the New York Stock Exchange . . . how she made a movie with the last of the Hollywood moguls, Jack Warner. She tells how she transformed a dilapidated, once-famous villa, La Fiorentina, at Cap Ferrat (a Nazi stronghold during the war) into a Mediterranean Eden, and writes about her battle with cancer. She talks about her refusal to globalize Wells Rich Greene and her decision, finally, to sell the company she’d built into the fastest-growing ad agency in history, and what happened to it afterward. Here is the extraordinary story of how Mary Wells Lawrence lived her life in advertising—helped shape her profession, was shaped by it and left her mark on it.
My Life In Advertising
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Author : Claude C. Hopkins
language : en
Publisher: Laurus
Release Date : 2016-04-08
My Life In Advertising written by Claude C. Hopkins and has been published by Laurus this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-08 with categories.
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.
If You Think It S Tough To Sell Try Buying
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Author : Joseph Fiedler
language : en
Publisher:
Release Date : 1993-01
If You Think It S Tough To Sell Try Buying written by Joseph Fiedler and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993-01 with Business & Economics categories.
Ugly Is Only Skin Deep
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Author : Dominik Imseng
language : en
Publisher: Troubador Publishing Ltd
Release Date : 2016-09-19
Ugly Is Only Skin Deep written by Dominik Imseng and has been published by Troubador Publishing Ltd this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-09-19 with Transportation categories.
IT WASN’T GERMAN ENGINEERING ONLY THAT MADE THE VOLKSWAGEN BEETLE AN ICON. IT WAS A MANHATTAN ADVERTISING AGENCY, TOO. Created in 1959 by Doyle Dane Bernbach and continued through the '60s and early '70s, the campaign for the Volkswagen Beetle is considered the best of all time. More than just promoting a car, it promoted a new kind of advertising: simple, charming, intelligent and, most of all, honest. In "Ugly Is Only Skin-Deep," Dominik Imseng retraces the creation of Doyle Dane Bernbach, sneered at by the big players on Madison Avenue because of the "ethnic" background of its founders and employees, who were mostly Jewish. Readers will then learn how the agency won the Volkswagen account and how an unlikely creative team set the tone for the most admired campaign in advertising history. Finally, the book examines the evolution of the Volkswagen campaign and how it managed to convince more and more Americans that smaller was better. In fact, the Volkswagen campaign didn't only fundamentally change the ethos of advertising, it also helped trigger the cultural revolution of the 1960s.
Hey Whipple Squeeze This
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Author : Luke Sullivan
language : en
Publisher: John Wiley & Sons
Release Date : 2022-02-23
Hey Whipple Squeeze This written by Luke Sullivan and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-02-23 with Business & Economics categories.
The new edition of the book readers call the bible for advertising The sixth edition of Hey Whipple, Squeeze This offers a new take on the rapidly evolving industry of creative advertising. Creativity—while critical—is no longer enough to succeed. Updating all the classic creativity training from the first five editions, this updated version now provides the necessary tools to navigate the field’s changing technical and social media landscapes. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you’re new to the business or a practicing professional. In this fully updated edition, you’ll explore: How to employ the traditional concepting techniques today’s creatives use, as well as new developments in applied creativity and inquiry-based innovation. How to use emerging technologies and the different technical structures of social media platforms to bring brand stories to life. How to go 180˚ against common sense for ideas that have the potential of becoming viral. How to create the kind of portfolio that will get you a job in the industry.
Brought To You By
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Author : Lawrence R. Samuel
language : en
Publisher: University of Texas Press
Release Date : 2009-03-06
Brought To You By written by Lawrence R. Samuel and has been published by University of Texas Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-03-06 with Performing Arts categories.
“A lively history” of how TV advertising became a defining force in American culture between 1946 and 1964(Technology and Culture). The two decades following World War II brought television into homes and, of course, television commercials. Those commercials, in turn, created an image of the postwar American Dream that lingers to this day. This book recounts how advertising became a part of everyday lives and national culture during this midcentury period, not only reflecting consumers’ desires but shaping them, and broadcasting a vivid portrait of comfort, abundance, ease, and happy family life and, of course, keeping up with the Joneses. As the author asserts, it’s nearly impossible to understand our culture without contemplating these visual celebrations of conformity and consumption, and this insightful, entertaining volume of social history helps us do just that.
Library Journal
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Author :
language : en
Publisher:
Release Date : 1985
Library Journal written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1985 with Libraries categories.
Includes, beginning Sept. 15, 1954 (and on the 15th of each month, Sept.-May) a special section: School library journal, ISSN 0000-0035, (called Junior libraries, 1954-May 1961). Also issued separately.