Ogilvy on AdvertisingA candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more. |
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Page 94
... readership , or pull twice as many coupons . Occasionally there is a functional reason for using a double - spread ... readership than single pages . The readership of ads for low - interest products benefits more from big spaces than ...
... readership , or pull twice as many coupons . Occasionally there is a functional reason for using a double - spread ... readership than single pages . The readership of ads for low - interest products benefits more from big spaces than ...
Page 97
... readership as wax paper repels water ; it has a sleazy , cloudy look . Some art directors use copy as the raw ... readership : 1 A subhead of two lines , between your headline and your body copy , heightens the reader's appetite for the ...
... readership as wax paper repels water ; it has a sleazy , cloudy look . Some art directors use copy as the raw ... readership : 1 A subhead of two lines , between your headline and your body copy , heightens the reader's appetite for the ...
Page 162
... readership of advertisements . At about the same time , Daniel Starch started syndicating readership reports to agencies and advertisers , and his successors still do so . The day I spent watching a Starch interviewer at work in the ...
... readership of advertisements . At about the same time , Daniel Starch started syndicating readership reports to agencies and advertisers , and his successors still do so . The day I spent watching a Starch interviewer at work in the ...
Contents
Overture | 7 |
How to produce advertising that sells | 9 |
Jobs in advertising and how to get them | 31 |
Copyright | |
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