1, The Advertising History of laskar by Albert laskar.
Highlight: The masterpiece of a representative master who has experienced the origin and development of western modern advertising will let you know the origin of modern advertising and what advertising is.
Laskar is the first of the seven advertising giants admired by Ogilvy & Mather, the "advertising pope". He had a legendary experience in his life. He joined Lord & Thomas Company at the age of 65,438+08, starting as a small assistant, but six years later (at the age of 24), he became one of the shareholders of the company by virtue of his outstanding performance, obtained a quarter of the shares, and then became a major shareholder, once making the company the largest advertising company in the United States.
During the laskar period, he witnessed the process of American advertising from chaos to prosperity, and was a participant in it.
At that time, the advertising consciousness of the whole industry was from confusion to prosperity. At that time, there were no more than six people in America who could advertise well. At first, almost everyone was confused about what advertising was, and even couldn't give a precise definition, until Kennedy (the advertiser at that time, not the later president of the United States) pointed out that advertising was a paper marketing (the media at that time were mainly newspapers and magazines, and by extension, media marketing), and advertising was a way to promote sales by using the media. This conclusion clarifies what advertising is and what direction to explore.
After Kennedy joined, laskar led his colleagues to explore how to achieve better sales and what skills they had, and trained a group of talents. Many of these people have become the bosses of the advertising industry in the western United States, and Hopkins, who joined later, pushed the advertising skills to a new height. Lotto Company also published a series of books about their ideas, which jointly pushed the understanding of advertising in the whole industry to a mature level and made the advertising industry in the United States flourish.
This is a book that lets you know the origin of modern advertising. After reading it, you can really start the introductory advertisement!
2, "Science Advertising" Author: claude Hopkins
Highlight: the founder of modern American advertising.
Pope Ogilvy and Roth Reeves, the founder of USP's unique selling point theory, let you understand the mystery of how to create a good advertisement.
Claude Hopkins is also a legend. After laskar hired Hopkins, his annual salary was $654.38+0.85 million, that is, $654.38+0.906, equivalent to $2 million in the 1960s. Today, his annual salary is probably hundreds of millions of dollars, which shows his extraordinary ability.
Hopkins is a master who pushed advertising to a new height after Kennedy put forward the definition of advertising. His masterpiece Heinz Beer is a classic in the history of advertising. In a short time, it jumped from a fifth-ranked second-line product to the first in the United States. He persuaded by facts, such as, "The water used for Heinz beer comes from groundwater below 4,000 feet, the yeast passed the test of 1.0 1.8, and the bottle was sterilized at high temperature for four times ... claude Hopkins created many advertisements that created sales miracles, and he was the originator of advertisements in many industries. He once created early advertisements for cars, tires, toothpaste and food. , and achieved amazing results, making a large number of customers earn millions of dollars that year.
Hopkins has been doing experiments and doing research on advertising copy all his life. He found many very practical and awesome advertising sales techniques. The purpose of advertising is to sell. The skill of advertising is to study human nature and what can deal with consumers. Hopkins summed up many laws, such as data, authority, facts, fashion and other classic skills. At the same time, 65,438+0,000 years ago, he invented many marketing methods, such as compulsory distribution of new products, trial sale, free coupons and so on, to attract consumers. He is the originator of a generation of wizards.
Advertising Pope Ogilvy once praised Hopkins' Science Advertisement for clearing the pseudo-literary disease of the author I brought with me in those years, and making me concentrate on advertising is the responsibility of sales. If I don't read this book seven times, no one can advertise it. It changed my life. "
When reading this book, you will clap your hands again and again and be amazed. I am glad that I have finally found the door handle of the advertisement and the golden spoon that opens the mystery of the advertising world!
Incidentally, Hopkins and Kennedy, who first gave the definition of advertising, have the same feature. Both of them were born in the medical industry and served for it, which is somewhat similar to China's hype medical advertisements, while laskar once lamented that "we learned advertising from patented drugs". The eight modules of popularity, authority and patient proof in China's medical hype advertisements all appeared in Hopkins' creation, which has to be said to be the development of the industry.
Lascar's Advertising History and Science Advertising were originally paperbacks, and the prices were relatively affordable. Unfortunately, at present, the Oriental media has been transformed, and the prices of these two books are so affordable.
3, "Ogilvy on Advertising" Author: david ogilvy
Highlight: Advertising Pope Ogilvy's masterpiece, a masterpiece of advertising practice that must not be missed.
Today, Ogilvy's spirit may be rare in Ogilvy's. Ogilvy & Mather is the representative of "hard-selling school" and a master who pays attention to the effect of advertising sales. Today, Ogilvy seems to have overlooked this point. Ogilvy once said, "I don't want to hear you say that an advertisement I created is' very creative'. I hope that the advertisement will attract people to buy products."
Meanwhile, Ogilvy is also the founder of brand image theory. Brand image theory holds that consumers value the sum of material and psychological benefits when buying products, and visual brand is to bring brand psychological benefits. (However, as a disciple of Hopkins, Ogilvy modestly said that the concept of brand has always been conscious in Hopkins, and Hopkins once said that "it is a great achievement to try to shape the appropriate style for each advertiser and appropriately shape the personality of the product")
In Ogilvy's book on advertising, Ogilvy's opening preface emphasizes that this book is written for those who want advertising to make more money for their products, and it has the same purpose. The contents of the book are full of skills. The first part of the text is about how to make marketable advertisements, and then the skills of print advertisements and TV advertisements are shown in detail, such as how to make successful advertising copy, how to make the title effective (including interest and news), what style is more effective (like news), the importance of details, data and facts, etc. Let people really understand a lot of advertising skills.
At the same time, Ogilvy, like Hopkins, emphasized the importance of convincing facts. In what's wrong with advertising, he stressed that advertisers must provide more facts: recently, I completely scrapped my old car and bought a new one. For half a year, I have been paying attention to collecting all automobile advertisements and looking for information. All I found were boastful slogans and general situations. Car manufacturers think we are not interested in facts, and they don't even advertise to consumers. Their purpose is to win applause when the car appears on the screen at the meeting that dealers flatter each other. This is something that cool and objective advertising can't do. If the car technology is as unqualified as the car advertisement, I'm afraid it will be reimbursed before running ten kilometers.
When advertising for Rolls-Royce, I provided many facts-without any embellishment or flattery. Later, my colleague Hank bernhard used the same method to advertise Mercedes-Benz. Every time, sales have risen sharply.
The classic advertising copy of Ogilvy & Mather displayed in this book is even more amazing, and its unique writing method and attractive sales skills are worth further study by marketers. Among them, Rolls-Royce, Mercedes-Benz, Austin, Good Luck Cream, and many planning copywriting are classic!
This is a classic book worth reading several times. Just as Ogilvy praised advertising in Science, if you don't read this book seven times in a row, you can't be an advertiser. Ogilvy & Mather Advertising is also a book that marketers should read several times.
4. China Marketing Success Collection Scientific Strategic Marketing (Revised Edition) Author: Yu Jianmin.
Recommended reason: a book that discloses marketing passwords.
This book will further promote advertising, planning and brand awareness.
A book that pushes advertising, planning and brand awareness to a new height, especially in line with the actual situation in China, is high, precise, incisive and easy to understand, and more clearly reveals the secrets of good products, good planning, good brands and good advertisements.
It can be said that this book inherits the spirit of scientific advertising and summarizes and reveals the law of successful marketing. Just as scientific advertisements reveal advertising skills, this book is also a book that reveals skills and rules. For example, the core of successful marketing is "differentiation advantage", the successful advertisement is "attracting, persuading and impressing consumers", and the successful brand is "creating an idol standard full of charm for products, which is worth following and imitating by consumers", and so on, all of which reveal their operating passwords.
While at H & nbsp;, this book combines market operation, especially the actual combat of current market operation, and analyzes Apple mobile phone, H > Gree, E-book, six walnuts, Telunsu, unified Laotan sauerkraut instant noodles and melatonin, as well as many classic cases, revealing to marketers and enterprises the key points of how to choose products (the key points of selecting products in emerging markets and mature markets) and how to make good plans (emerging markets)
This book has strong practical guidance and application for market operation! It is also a book that marketers admire!
I believe that after reading these four books, combined with the market operation, both advertisers, planners, brand personnel and sales personnel are very enlightening and have made great progress.