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Jingdong book

科学的广告+我的广告生涯

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科学的广告+我的广告生涯

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★奥美公司员工七本必读本之首
这本书改变了大卫·奥格威的人生方向。
★在广告的武林里,奥格威是公认的鼻祖,而奥格威长期受教于克劳德·霍普金斯!
他的书总是一再被重印。
★每一个知识领域都有赖几位天才为我们指引道路,如管理学界的德鲁克,投资理财方面的巴菲特,销售领域的乔吉拉德,而在广告界,这个人就是霍普金斯!
★本书将为你提供系统的广告力训练!
Content Description

大卫·奥格威曾说:霍普金斯的书改变了我的人生方向。
一个当代广告的永恒繁星,他的一言一行都足以成为我们的典范。“任何人都应该读霍普金斯的著作七遍以后,才有资格进入广告界。”
在广告的武林里,奥格威是公认的鼻祖,而奥格威长期受教于克劳德·霍普金斯!
霍普金斯的广告营销金律
美丽的文案无用武之地,明显的促销意图,会引来相对的抗拒心理。
营销是一种利他的服务,能够吸引消费者阅读。
要提供明确的数字,陈述确切的事实,那么读者会如实相信。
不要企图娱乐消费者。
以激发购买行为为广告的目标。
优秀的广告学校——挨家挨户的推销商品。
Author Description

克劳德·霍普金斯,是现代广告的奠基人,被大卫·奥格威视为创造现代广告的六大巨人之一。
霍普金斯坚持为占消费者95%的大众服务。他的广告更加关注人性的那一面,关注大众消费者的真正心态;而他早年的贫苦生活使他能够精确把握普通消费者在购物时的想法。霍普金斯的广告注重实效,注意区分广告和文学的区别。他在广告方面的每一个创举,比如优惠券、测试营销、邮寄营销和免费试用等,都是围绕广告的效果来进行的。是霍普金斯把广告变成了一门科学,摆脱了广告的盲目性。
Comments

《科学的广告》扫除了我在英国做撰文员时所患的“假文学病”,使我深刻认识到广告的责任在于销售。

——大卫·奥格威现代广告教皇

在如何有效进行广告方面,当今的广告研究要获得克劳德·霍普金斯;那样的巨大成就,还有很长的路要走。

——阿尔弗雷德·普利策营销学和广告学著名学者

Catalogue

上篇 我的广告生涯
序言// 001
1 把工作看成是最有趣的娱乐,这是非常有意义的// 003
2 好产品就是它自身最好的推销员// 013
3 勤劳节约的人总能得到命运之神的青睐// 021
4 做事的方法一定要到位,不能坏事// 028
5 想要推销产品,就要迎合千千万万消费者的需求// 037
6 广告提供的不是产品,而是服务// 045
7 冒险去打一场商战是很愚蠢的// 052
8 成功的秘诀就是敢于抛弃安稳、直面未知的勇气// 061
9 广告一味取悦别人并无意义// 068
10 每个广告都要讲述一个完整的故事// 077
11 通过名字传递想法,这有很大的优势// 086
12 必须在别人认识到产品价值之前,挑起他们的兴趣// 092
13 让新客户转变观点是得不偿失的// 100
14 每个广告活动都取决于它的心理攻势// 106
15 浪费广告空间是不可取的// 111
16 消费者的反应才是唯一有价值的// 118
17 广告,是你产品的推销员// 124
18 很多广告的失败源于不停地推销// 134
19 广告依赖于你对大众的关爱和了解// 141
下篇 我的广告金律
1 广告的成功并非运气,它也有科学规律// 149
2 广告的唯一目的就是出售产品// 154
3 人们也许会被广告诱骗但是绝不会被其支配// 158
4 广告必须以科学为根基才更有可能获得成功// 161
5 只吸引到某些特定的人便成功了// 166
6 好奇心是人类最强的动机// 170
7 不要编造谎言,因为你做不到天衣无缝// 175
8 一旦你抓住了顾客的目光,就应该将对他的期望全部吐露出来// 179
9 任何高昂的支出都必须卓有成效// 183
10 有些不太受人欢迎的卖点仍然值得你考虑// 187
11 广告业永远容不下懒人// 191
12 只有赢得一人心之后才有可能赢得万人心// 194
13 别因为蝇头小利而丢失全局// 198
14 百分之九十的顾客都无法买到的商品不可能盈利// 203
15 在我们大展拳脚之前,试销能给广告方案带来最可靠的证明// 207
16 只卖出产品而没有感化消费者,这样的推销没多大作用// 211
17 如果想要脱颖而出,试试猎奇和反常// 213
18 人们只会被美好的事物所吸引// 215
19 趁热打铁,在你的顾客心动之后就让他们及时采取行动// 217
20 好的名字自然带来好的利润// 220
21 好生意// 222
Book Abstract

人们也许会被广告诱骗但是绝不会被其支配
记住,你的买主和我们普通大众一样,都无一例外的藏有私心。对于你的利益,他们一点都不关心,他们寻求服务只为满足自己的需求。忽视掉这一点是广告人常犯的错误之一,这样的失误往往伴随着巨大的损失。广告用效果说话,如果只是说“不要光买别人的东西,也来瞧瞧我的产品,让我也分一杯羹”,这样的话丝毫吸引不了顾客的兴趣。
一份精良的广告不会低声下气地乞求顾客购买,因为这样做不会有任何实质性的效果。通常情况下,它们不会明码标价,也不会让消费者觉得经销商这样做是有意在处理产品。
这些成功的广告完全依赖于为顾客所提供的服务。它们呈现大众想要的信息,分析产品能为使用人群带来的好处。也许它们还会随机附赠商品小样,帮顾客支付第一单的费用,或者是在顾客的同意下给他们寄一些东西,这样消费者不需承担任何代价就可以验明广告内容的真伪了。
上述广告似乎有点利他主义倾向,但是它们恰恰利用了人类的天性,这些广告的撰写人知道怎样引导顾客消费商品。
这里再次要提到的就是营销术。优秀的销售员不只是到处吆喝产品名字,他不会喊“快来买我的产品啊”等此类口号,而是会换位思考,站在顾客的角度来评定他的服务,直到交易水到渠成。
一家油漆生产厂商有两千位销售员上门推销产品,在这个生存十分艰难的行业,这已算是相当成功了。如果这些销售员只是要家庭主妇来购买这些产品,那他的产品会很难卖出去。
但是它的销售员并没有这么做。他们站在顾客家门口友善说道:“公司派我过来送您一桶油漆,我这里还有一些其他样品,您也可以随意挑选使用。”
这些家庭主妇无一例外的都是满脸笑容,全神贯注地在一旁听着,在挑选了一桶油漆后她们瞥见剩下的样品里还有一些也是她们想要的,急于对先前的免费礼物表示感谢,她们会同意购买其他的油漆。于是,这名销售员成功签到一单。
另一家公司则是通过铁路货车在500座城市售卖咖啡等商品。它的销售员会带着0。5kg咖啡出现在顾客门前然后说:“请收下这个包裹,然后试试里面的咖啡吧。过几天我还会再来拜访,到时如果您不喜欢,可以直接向我提意见。”
即使几天后他真的过来了,他的目的也不是为了说服顾客买咖啡,而是解释他想推荐一款别致的厨房用具,虽然这个不是免费的,但是如果她喜欢那些咖啡的话,他将会在咖啡上让利直到她能买下这套炊具。所以,营销总是需要为顾客着想。
一位电动缝纫机的制造者觉得自己的产品很难推广营销,所以他决定听取别人的建议,不再将目光聚焦在如何贩卖上,而是推出顾客免费试用体验。
通过任意经销商,顾客都可以免费试用缝纫机一周,同时还将有工作人员上门服务介绍使用方法。“无需任何负担,让我们为您无偿服务一周吧!”广告上如是说。这样的要求让人难以拒绝,而且几乎90%的顾客最终都会买下这些试用品。
上述以退为进的销售方法在很多行业都有用到。比如,香烟生产者就会递给路上任何人一包香烟然后说:“您可以免费品尝10根,10根过后,买下还是退还,悉听尊便。”
诸如此类的产品还有书籍、打字机、洗衣机、厨房餐具柜、真空吸尘器等,这些产品的制造商也会提供送货上门无偿试用的服务,他们宣称:“试用一周,之后购买与否,任君定夺。”事实上,所有最后成功销售出去的邮件订单都是这些试用品。
这些都是营销术里的基本常识。即使是最不用心的街头小贩都会用到它们。然而广告商却常常忽略掉这些技巧,他们张口闭口谈的都是利益,到处宣传展示着他们的商品名,好像它们有多么重要一样。他们的标语就是:“驱使人们到商店消费”,而这个观点也体现在他们所有的广告内容中。
人们也许会被信息诱骗但是绝对不会被其支配,因为他们所做之事都是为了愉悦自我。如果能够牢记这些事实,那么广告中很多的错误就能被避免了。
……
Introduction

克劳德· 霍普金斯的书总是一版再版。
1923 年,霍普金斯写了一本薄薄的小册子,由洛德暨托马斯广告公司(今天的福康贝尔广告公司的前身)出版。他把这本书命名为《科学的广告》,大约30 年以后,这本书由当时极负盛名的市场营销和广告学研究者阿尔弗雷德· 普利策再版,因为“霍普金斯展示了最为丰富、集中并且十分有用的(关于广告的)洞察”,而且“现在的广告研究要达到霍普金斯对于广告业的卓越贡献程度,还有一段很长的路要走”。
1927 年,霍普金斯写下了自传作品《我的广告生涯》,最先被收录在《广告与销售》杂志中,接着由哈珀公司以图书出版。1933 年,你还能够以10美分的价格在几乎所有的二手书店中买到这本书(甚至是由他的遗孀亲笔签名的版本——克劳德1932 年已经去世)。
但是1946 年,《广告与销售》杂志再版了这本书,并且附上了沃特尔· 威尔撰写的诠释性前言,他在前言中做出以下结论:
《我的广告生涯》中几乎所有内容都值得多次仔细研究,多次细细品读。你眼前呈现的是一个成功的广告生涯,并且包含了所有使其成功的因素。品读这本书得到的经验与教训就如同与作者亲身经历一般。整本书到处都是真正生活的影子。它不是一本书,而是一段经验——经验就是最好的老师。
所以,现在,我们对克劳德· 霍普金斯的书籍进行再版,这个版本中我们包含了《科学的广告》与《我的广告生涯》两部作品。希望能使克劳德· 霍普金斯和那一时代的广告人的思想能够对他们的晚辈,也就是当今一代的广告人有所启发。
霍普金斯的作品既是渺茫久远的过时之作,却又包含了令人诧异的现时之笔。他是当时杰出的文案和策划大师,他通过撰写广告年薪达到10 万美元甚至更多,这个数目当时对于美国财政部来说都是相当可观的。他在一个没有多少科学的时代里谈论科学的广告,他所谈论的许多东西在复杂的现时情况下似乎显得非常过时。其中一些的确已经过时,或者无法证实,时间和环境都已经改变。尽管如此,克劳德· 霍普金斯所创立的指导原则如此重要、如此持久,不应该被遗忘。
阅读这本书的时候,读者会对某些观点强烈反对而大摇其头,也会对其他观点完全赞同而大为赞赏。他会因霍普金斯的狂妄自大和傲慢无礼而感到不满,同时又会对他的故事着迷,被他言简意赅的叙述方式所打动。他的语言平实简短,扼要中肯。就像下面这段摘自他自传第一章的话:
“ 我非常确信如果让我为劳斯莱斯汽车(Rolls-Royce), 蒂芙尼珠宝(Tiffany&Co)或者斯坦威钢琴(Steinway)做广告,我肯定会失败。我不了解富人们的娱乐,但我确实了解普通大众们的喜好。我喜欢和劳动人民聊天,喜欢研究那些精打细算的家庭主妇,喜欢向那些家境贫困但是志存高远的男孩和女孩们学习,从他们那里获得信心。只要给我一些他们想要的东西,我就能激发他们的共鸣。我的文章用词简单,句子简短,学者可能会对我的行文风格嗤之以鼻,有钱人和贪慕虚荣之人也会对我着重描写的部分冷嘲热讽。但是几百万的劳苦大众,这些平民百姓会仔细阅读它然后购买上面提到的产品。透过书籍,他们可以感受到这位作者是真正理解他们的人。而正是他们,构成了我们广告行业95% 的顾客。”
克劳德· 霍普金斯是一位广告业的先行者,他为我们照亮了一条新道路。但是他认为自己是一位谨小慎微的人,他将他的广告建立在“固定的准则上并按照基本原则来办事”,这就是为什么他的文字总会被多次引用,以及为什么初学者和专家会觉得他的文字具有启迪心智,赋有教育意义而又引人入胜的原因。


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Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Sold by JD@CHINA

Service Guarantee

Yami Cross-store Free Shipping over $69
Yami 30-days Return

Yami-China FC

Yami has a consolidation warehouse in China which collects multiple sellers’ packages and combines to one order. Our Yami consolidation warehouse will directly ship the packages to your door. Cross-store free shipping over $69.

Return Policy

You may return products within 30 days upon receiving the products. Sellers take responsibilities for any wrong shipment or missing items. Packing needs to be unopened for any other than quality issues return. We promise to pack carefully, but because goods are taking long journey to destinations, simple damages to packaging may occur. Any damages not causing internal goods quality problems are not allowed to return. If you open the package and any quality problem is found, please contact customer service within three days after receipt of goods.

Shipping Information

Yami Consolidation Service Shipping Fee $9.99(Free shipping over $69)

Sellers in China will ship their orders within 1-2 business days once the order is placed. Packages are sent to our consolidation warehouse in China and combined there. Our Yami consolidation warehouse will directly ship the packages to you via UPS. The average time for UPS to ship from China to the United States is about 10 working days and it can be traced using the tracking number. Due to the pandemic, the delivery time may be delayed by about 5 days. The package needs to be signed by the guest. If the receipt is not signed, the customer shall bear the risk of loss of the package.

Sold by JD@CHINA

Service Guarantee

Free shipping over 69
Genuine guarantee

Shipping

Yami Consolidated Shipping $9.99(Free shipping over $69)


Seller will ship the orders within 1-2 business days. The logistics time limit is expected to be 7-15 working days. In case of customs clearance, the delivery time will be extended by 3-7 days. The final receipt date is subject to the information of the postal company.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Yami

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About the brand

Jingdong book

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About the brand

Jingdong book