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Jingdong book

广告大师奥格威：未公诸于世的选集（修订版）

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Jingdong book

广告大师奥格威：未公诸于世的选集（修订版）

Name: 广告大师奥格威：未公诸于世的选集（修订版）
Brand: Jingdong book
SKU: 3102000281
Price: 42.45 USD
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大卫·奥格威，世界十大广告公司之一奥美广告公司创始人，是现代广告业的大师级传奇人物，他开启了现代广告业的新纪元，创造出一种崭新的广告文化。他的作品以创意著称，但最重要的是：他坚持它们必须有助于销售。奥格威被《时代》周刊称为“当今广告业抢手的广告奇才”，被《纽约时报》称为“现代广告具创造力的推动者”。美国重要的广告行业刊物《广告周刊》说：“奥格威以他敏锐的洞察力和对传统观念的抨击照亮了整个广告行业，令任何广告人都无法企及。”法国一家知名杂志称他为“现代广告的教皇”，并将他与爱迪生、爱因斯坦等并列为对工业革命有贡献的人物。

Content Description

奥格威被《时代》周刊称为“最抢手的广告奇才”。奥美广告公司在其管理领导下，在只有两名员工，没有客户的情况下，发展成在全世界设有几百家公司的大广告公司，声誉卓著。《广告大师奥格威：未公诸于世的选集（修订版）》是一本选集，是奥美全世界各地分公司联手合赠给奥格威的生日礼物。这本集子里的东西都是过去没有发表过的奥格威的私人书信和备忘录，唯一不变的是作者的信念：广告不应该视为一种艺术形式的表现。广告唯一正当的功能就是“销售”——不是娱乐大众，也不是运用你的原创力或美学天赋使人们留下深刻的印象；做广告是为了销售产品，否则就不是做广告。《广告大师奥格威：未公诸于世的选集（修订版）》也许能够改变你的观点。

Author Description

大卫·奥格威（DAVIDOGILVY，1911－1999），出生于英国的大卫·奥格威，是现代广告业的大师级传奇人物，他一手创立了奥美广告公司，开启了现代广告业的新纪元。他确立了奥美这个品牌，启蒙了对消费者研究的运用，同时创造出一种崭新的广告文化。
奥格威早年做过厨师、炊具推销员，后在宾夕法尼亚州做农夫。1948年，奥格威在纽约以6000美元创办了奥美广告公司，随后以创作许多富有创意的广告而赢得盛誉。他把广告业务的经营和专业化推向顶峰，他的价值观造就了一个全球性的传播网络，他睿智隽永的风格不但塑造了奥美广告，更深深影响了整个广告业的发展。
过去的50年里，奥美广告公司从只有两名员工，没有客户，发展成为一个全球性的国际集团，全球最大的传播公司之一，在100个国家和地区设有359个办事机构，并拥有10 000多名富有才干和创新思想的专业人士，为众多世界知名品牌提供专业性的策略顾问和传播服务，如广告、顾客关系行销，公共关系，互动行销，促销和视觉管理等。
奥美与众多全球知名品牌并肩作战，创造了无数市场奇迹，它们包括：美国运通、西尔斯、福特、壳牌、芭比、旁氏、多芬、麦斯威尔、IBM、柯达……
大卫·奥格威更将他对广告以及整个行业的睿智见解形诸文字。他著名的广告著作《奥格威谈广告》、《一个广告人的自白》和《热血、头脑和啤酒》（中译为《大卫·奥格威自传》）影响深远，是广告从业者必读的经典之作。
奥格威晚年与妻子生活在法国的私人古堡中。1999年7月21日凌晨逝世。

Comments

★这本书不是写给那些认为自己已经洞悉广告的读者，而是给充满希望的年轻人和那些经验丰富仍孜孜不倦上下求索，希望自己的广告能让产品多赚钱的人。
——大卫·奥格威

Catalogue

早年时期
便条、备忘录和书信
清单
演讲稿与报告
管理原则与企业文化
领导——被遗忘的管理要素
附录
75岁的奥格威——法国奥府访问记
颁赠大卫·奥格威荣誉博士学位典礼现场推荐辞
大卫·奥格威生平

Book Abstract

4．清洁干净

清洁干净包括外表的美观。有时候，顾客会比推销员更懂得欣赏这个优点。因为经常做家务的妇女花在清洁上的时间要比做其他的事情多出很多……

将军牌炊具本身就很干净……女士可以身穿晚礼服用将军牌炊具为家人准备晚餐。医生也会同意：将军牌炊具非常清洁，即使把它摆在手术室的消毒柜里，也一点都不嫌碍眼……

当你在形容将军牌炊具有多美观和多干净时，偶尔也要借用一些华丽优美的词句，好让你得以充分发挥热情来感染对方。在这方面你要多做些准备，以便临场演出时得心应手。

5。烹饪艺术

除非你懂得很多烹饪知识，而且能表现出比实际还懂的样子，否则别指望卖出一套将军牌炊具。仅仅知道将军牌炊具的哪一部分用来烘焙、哪一部分用来炖东西是不够的。你必须能够使用厨师和家庭主妇的语言，和他们深入交谈……

对于男士们，则应将重点放在将军牌炊具的烧烤功能上。男士们对其他烹饪方法可能没有多大兴趣，但他们多半对烧烤情有独钟；烘烤是他们唯一看过也比较了解的烹饪作业。

在说明烘烤箱时，要学会一眼就能分辨出对方是不是素食者。否则，面对一张久未尝牛排的垂头丧气的脸，你还滔滔不绝大谈烧烤的好处，的确是件叫人头疼的事。

无论你只是口头说明或是实际操作，动手去开烤箱门之前，你必须先发制人，遏止对方必然的批评：“它看起来好小。”这只是眼睛的一种错觉罢了。这时你要夸张地伸手往里面探索，表现出一副烤箱很深的样子。

主妇对烘焙的兴趣通常要比对烧烤来得大。所以直截了当地告诉对方：无论做点心、面包、蛋糕，将军牌炊具都可使她称心如意……大多数的主妇都会心血来潮地做些糕点，你不妨再强调将军牌炊具能够使个人的才艺发挥得淋漓尽致……

另外，清蒸和焖炖的功能也必须极力推荐。一般而言，这类奢侈的用法很容易让人联想到燃气费和电费，但这正是将军牌炊具最为人称道的特点。那些紧张而消化不良的人从此可以不必顾虑花费，安心地整夜炖煮排骨汤、火腿、麦片粥。将军牌炊具可以恢复胃痛患者的健康——多么了不起的功能啊1

6．对厨师的诉求

如果顾客家里有厨师，那么这位厨师对于选择何种新炊具必然握有决定性的一票。你得百般讨好他，但遣词用句不宜太艰深，以免厨师听得满头雾水。厨师本身就是使用者，在销售前和销售后，他可能成为你最痛恨的仇家，也可能变成你最贴心的好友；他可以使你在整个销售区的销售毁于一旦，也可以成为你的秘密地区推销员。所以你必须为他讲解将军牌炊具给他带来的好处，将军牌炊具不仅可以使他多一个小时的睡眠时间，而且可以使厨房保持得像客厅一样干净……

7．对男士的诉求

无论对方家里是太太亲自掌厨，还是雇用佣人，你都要谨慎地对待男士诉求，以使他们产生侧隐之心。告诉他们：将军牌炊具可以让厨师摆脱厨房的奴役，使厨房生活迈向光明，从今以后，厨师可以脱离厨房的煎熬。炊具对女士而言就像轿车对男士一样是不可或缺的，同时再让他们比较一下这两者的价格！如果你能利用这番话激发男士们善良的本性，同时再针对他们的荷包和肚子一起诉求，双管齐下，你的订单一定安然到手……

……

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