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Essay / Research Paper Abstract
This 12 page paper reviews three books on marketing and advertising, summarises the main messages and consider the relevant of the books to a marketing student. The books reviewed are Ogilvy On Advertising by David Ogilvy, Fool-Proof marketing by Robert Bly and Selling the Wheel by Jeff Cox and Howard Stevens. The bibliography cites 3 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEmkbook.rtf
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Unformatted sample text from the term paper:
brilliant ideas will result in a thriving business. There are many books which can be used to increase understanding of different aspects and for a student studying for an MBA
in marketing or advertising the lessons which can be gained will reduce the learning curve, as well as enhance the theoretical and practical understanding of advertising issues. By looking
at three good books Ogilvy On Advertising by David Ogilvy, Fool-Proof marketing by Robert Bly and Selling the Wheel by Jeff Cox and Howard Stevens we can look at the
lessons they teach and how valid that are to todays students and practitioners of advertising. Ogilvy On Advertising by David Ogilvy David Ogilvy is a well known advertising
guru and writes the book from the perspective of the practitioner in advertising rather than with a theoretical approach as such his book is not limited n only how to
advertise, but also on how to run a advertising agency including looking for the next generation of leaders, the crown princes and considering many areas of management. However, there is
a single and very important focus, that "advertising is salesmanship". This is not a new term and it is credited to Claude Hopkins, author of Scientific Advertising, the ideas
of whom appear to have had a string impact on the way Ogilvy has developed his own practice and ideas as well as the basic tenants he advocates. When
selling goods through the use of advertising, whatever the goods are there is the need to get the attention of the target market, without this money and effort is wasted
as those who need to see the message will not read it. Ogilvy is often credited with developing rules that need to be followed, but Ogilvy himself states he does
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