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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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现代广告巨擘穷其一生的经验总结,改变大卫·奥格威人生的百年经典。奥美公司员工必读的7《科学的广告+我的广告生涯》之首。
Content Description

经过无数人的努力,广告终于发展成了一门科学,以固定的原则为基础,并且相当准确。有关原因与结果,全都经过仔细的分析研究,直到被彻底理解。有关程序的正确方法已然得到求证和确立。现在,我们知道什么最有效,我们是依据基本原理行事的。
Author Description

克劳德·霍普金斯,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。
克劳德·霍普金斯一生只对广告感兴趣。他曾为多家广告商工作,积累了丰富的广告经验。41岁时,他加入了洛德暨托马斯广告公司,为其撰写广告文案。当时他的年薪达到185万美元,相当于今天的数百万美元。霍普金斯在这家公司供职了17年,最后从董事长兼总经理的职位上退休。
退休后,霍普金斯仍在广告业孜孜不倦地耕耘,并陆续出版了名著《科学的广告》和《我的广告生涯》。在这两部影响深远的著作中,霍普金斯将优惠券、测试营销、邮寄营销和免费试用品等广告理念及一系列广告原则阐述得极为简练深刻。大卫·奥格威将《科学的广告》列为奥美公司员工本必读书之首。
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
霍普金斯肯定广告是一门科学,而且将广告定义为一种推销术。对世界大型广告公司发展史稍有涉猎就不难发现,它们中的大多数都是凭借科学运作广告和专注于促进销售而获得成功的。这两个原则,过去几十年有效,相信未来仍旧是广告最基本的价值观念。这也许正是这本写于近一个世纪以前的1923年的著作,能够跨越时空,在不同的时代、不同的国家获得知音的根本原因。真正的经典会历久弥新。
——徐智明 龙之媒广告文化书店创办人、董事长"快书包“创始人
如果不把这本书读上7遍,任何人都不能去做广告。霍普金斯改变了我的一生。
——大卫·奥格威
Catalogue

1.广告法则是怎么建立起来的/3
与其他的艺术形式一样,广告中也包含着科学与技术。而在广告中,科学技术就像在所有领域里一样,也是一个必需条件。
2.问题在于推销术/8
广告不成功的大多数原因首先是试图向人们推销他们不想要的东西,第二个就是缺乏真正的推销术。
3.提供服务/12
记住,你面对的人都是自私的,就像我们自己一样。他们并不关心你的利益或你的利润,他们只为自己寻求服务。
4.邮购广告的启示/15
在邮购广告这样一位不会被愚弄的老师的教导下,我们可以学会效率和精打细算。那时,也只有在那时,我们才能迅速把同样的原则和要素应用在所有的广告上。
5.标题/20
不要以为那些读你广告的几百万人会去研究你的产品是不是有意思,他们只在一瞥之间便做出决定——靠你的标题或图片。
6.心理/24
优秀的广告人应该懂得心理学,而且懂得越多越好。他应该了解特定的影响会导致特定的反应,并且借此提升广告成果,避免犯错误。
7.变得更具体/29
每一种宣传都可以像其他的宣传一样占有一席之地,但只有明确的表达才能取得成倍的效应。二者的区别是巨大的。
8.讲述完整的故事/33
一旦你引起了某个人的注意,那就要利用这个机会实现你对他的所有期望。把所有的好论点都灌输给他,要涉及主题的各个方面。
9.广告中的美术/37
图片只应该用来吸引那些能让你获得利润的人,只应该在用同样大小的版面、但其诉求力超过文字描述时才使用。
10.昂贵的因素/41
很多在广告上原本可行的事情因为代价太高而无法尝试。这也是每一个项目和方法都必须经过评估并根据已知的投入产出标准进行判断的原因之一。
11.信息/45
也许广告创意人员翻了很多书,也找不到几条有用的信息,但有时一条信息就可以成为打开成功之门的钥匙。
12.战略/49我们必须具备一定的技巧和知识,我们必须训练有素、经验丰富,我们必须要有合适的武器弹药,而且要足量。
13.试用品的运用/53
产品本身就应该是自己最好的推销员。我不是指单纯的产品,还包括产品给人的印象以及它所营造的氛围。由此,派发试用品就具有了重要的意义。
14.建立销售渠道/58
不要用太昂贵或太缓慢、太陈旧的方法建立经销网。坐失良机可能会使你在销售上付出巨大的代价,而且它会让雄心勃勃的竞争对手乘机跑到前面去。
15.试用活动/62
通过试用,几乎所有的问题都可以得到解答,而且廉价、迅速、准确。这也是解决问题应有的方式——不是围在一张桌子边争论。要把你的产品交给最终的评判者——你的产品的买主。
16.关于经销商/67
你应该自己努力销售,促成自己的成功。只要经销商能够填写你提供的订单,你就应该感到满意了。
17.个性化/70
在撰写一种产品的广告文案之前,广告创意人员必须深入了解广告主的精神内涵,因为广告主会在广告中发挥主演的作用。
18.否定式广告/72
展示事物光明、快乐且有吸引力的一面,而不是阴暗、冷漠的一面。展示美丽,而不是平庸;展示健康,而不是病态。
19.商业信函撰写/74
无论是寄给索取者的信函,还是跟踪服务信函,都应尽量经过检验。如果不可能做到,也应该根据调查得出的信息来撰写。
20.好名称/77
名称问题非常重要,它为新的事业打下基础。有些名字是其成功的主要因素,而有些名字则使其丧失了最初的市场份额。
21.好生意/79
当赌博的因素被排除之后,我们这个行业会越来越精细,越来越干净,如果别人以我们的美德评判我们,我们会感到更大的骄傲。
前言/85
1. 早年的影响/87
我生来就比较保守,与其他原因相比,不够保守更常是广告人和企业家失败的原因。2.从广告和销售中学到的/97
好东西本身就是最好的推销员。如果没有试用品让顾客试用,仅靠书面或口头宣传,要想把东西卖出去,那就很费力了。
3.我在生意上的开端/106勤俭的人总能够得到命运之神的眷顾,而这样的眷顾一般都是人生旅程中最为重要的事情。
4.初涉广告/113
这是我最初的成功案例,它靠的是取悦于人,就像我的其他成功一样。这种方式很有效,不仅对经销商,对使用者也一样。
5.更广阔的天地/123
在广告业中获得成功的人并不是那些有高贵教养的人,不是那些小心翼翼力图做出有礼貌的样子避免自己显得粗鲁的人,而是那些知道应该怎样激发淳朴大众热情的人。
6.人员推销术/132
任何种类的产品都要得到对方同意再送出去。要想卖出任何东西都要做好被人退回来的准备。所有好的推销术,无论是写在书本上的还是个人经验,都是建立在某种吸引人的服务上的。
7.药品广告/140
……
译者后记
Book Abstract

科学的广告
1.广告法则是怎么建立起来的
经过无数人的努力,广告终于发展成了一门科学,以固定的原则为基础,并且相当准确。有关原因与结果,全都经过仔细的分析研究,直到被彻底理解。有关程序的正确方法已然得到求证和确立。现在,我们知道什么最有效,我们是依据基本原理行事的。
过去的广告犹如一场赌博,现在在专业的指导下广告已成为一项最安全的行业。过去,肯定没有哪家企业只需冒如此少的风险就能有这样的机遇。
因此,本书不会着眼于各种各样的理论学说,而主要关注经过验证的原则和事实,目标是成为学生的教科书和广告丰的安全手册。所有言论都经过深思熟虑。如果我们踏入一个不确定的领域,应小心排除那些不确定的因素。
广告业能有今天的地位,得益于多方面的因素。很多全国性广告是长期由那些大型广告代理公司操作的。在成百上千的广告活动中,有些广告公司实践并比较了成千上万的策划方案和创意,对广告效果进行了观察和记录,因此,经验和教训都得以保存下来。
这类广告公司会聘用一些高级人才。只有有能力、有经验的人才能参与到全国性广告中,他们中很多人通过合作、相互学习以及学习新生事物而成长为专家。
他们作为个体的人或加入或退出公司,都留下了自己的成就和创意,这些都成为公司的财富,并成为后来者的指南。这样,在几十年的发展过程里,这些公司逐渐成为储藏广告经验、经过验证的广告原理和手段的知识宝库。
较大的广止公司从也开始与工商业界的专业人士建立起密切的关系,他们的客户通常是行业里占支配地位的大企业,因此他们见识过各种手段和策略的效果。于是,他们也就成了一个推销和广告经验的交流中心,几乎任何发生在经营中的销售问题都可以通过他们的丰富经验而找到正确的答案。
在这种环境的长期作用下,广告和商品销售开始成为精确的科 学。所有的进程都被详细记录下来,精确的知识指明了通向任何终点的最短、最安全、最廉价的路径。
我们反复试验来掌握并证明原理,所采用的主要手段是主题性广告、广告效果跟踪,而效果跟踪在很大程度上是通过发放优惠券做到的。我们比较各种方法,正面的和反面的效果,记录下来并分析结果。如果有一种方法始终证明自己是最好的,那么这种方法就成为一条固定原则。
Introduction

霍普金斯的著作《科学的广告&我的广告生涯》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。他改变了我的一生。
霍普金斯17岁的时候做过牧师,但他反对家人信奉的浸信教,因而去当了簿记员。不久,他加入比斯尔吸尘器公司(Bissell Carpet Sweeper Company)。在那儿,他发明了一些推销技巧,使得该公司在行业内几乎居于垄断地位。然后他到斯威福特(Swift)担任广告部经理,后又转任舒普医生药厂(Dr-Shoop)的广告部经理,还帮蒙哥马利·沃德百货公司(MontgomeryWard)和喜立滋(Schlitz)啤酒写文案。
41岁时,他受雇于拉斯克,为洛德暨托马斯广告公司(L,ord&’rhomas,即今天著名的福康贝丁广告公司的前身)写文案。拉斯克付他年薪18.5万美元,相当于今天①200万美元的币值。他在该公司待了17年之久。
霍普金斯是一位惊人的苦干者,他很少在子夜前离开办公室。同时,因为在星期天可以不受任何干扰地工作,所以他最喜爱的日子就是星期天。
很多产品借由他打字机打出来的广告文案,闻名于世。他发明了新产品强行铺货的方法,发明了试销,发明了用兑换券派发试用品,发明了广告文案研究。
他坚持认为任何受过大学教育的人都不能为大众市场的产品推广写文案,我了解他的用意。

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欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折

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