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The book is cited as being the original description of the process of split testing and of coupon-based customer tracking and loyalty schemes. In the book, Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level while gains from profitable ads are multiplied.
I - Managing an advertising agency is like managing any other creative business. Ogilvy articulates the ten anchors that underpinned the corporate culture of his agency's 497 employees in 1963: they work hard, combine intelligence with intellectual honesty, put passion in what they do, do not suck up to their bosses, are self-confident, do not hire their spouses but future successors who they ...
Advertising revenue as a percent of US GDP shows a rise in audio-visual and digital advertising at the expense of print media. [1] The history of advertising can be traced to ancient civilizations. It became a major force in capitalist economies in the mid-19th century, based primarily on newspapers and magazines.
Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers or simply Crossing the Chasm (1991, revised 1999 and 2014), is a marketing book by Geoffrey A. Moore that examines the market dynamics faced by innovative new products, with a particular focus on the "chasm" or adoption gap that lies between early and mainstream markets.
The book consists of general concepts interspersed with examples. The argument starts with the presumption that advertising is less effective than it has been, and that the only way now to gain attention in a market is to not only market a product in a remarkable manner, but also to have a remarkable product to market.
Laermer, Richard; Simmons, Mark, Punk Marketing, New York: Harper Collins, 2007. ISBN 978-0-06-115110-1 (Review of the book by Marilyn Scrizzi, in Journal of Consumer Marketing 24(7), 2007) Lears, Jackson, Fables of Abundance: A Cultural History of Advertising in America, Basic Books, 1995, ISBN 0-465-09075-3
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Download as PDF; Printable version; ... This list includes notable authors of books on marketing and/or advertising. David Aaker; Marty Appel;