Gratis Bücher Tested Advertising Methods, by John Caples
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Tested Advertising Methods, by John Caples
Gratis Bücher Tested Advertising Methods, by John Caples
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Synopsis
Examines techniques for producing effective headlines, layouts, illustrations, sales appeals, copy, first paragraphs and small ads and explains methods of evaluating advertising.
Produktinformation
Taschenbuch: 318 Seiten
Verlag: Prentice Hall; Auflage: 4th Rev (Juni 1980)
Sprache: Englisch
ISBN-10: 0139068910
ISBN-13: 978-0139068911
Größe und/oder Gewicht:
2,5 x 13,3 x 21 cm
Durchschnittliche Kundenbewertung:
4.6 von 5 Sternen
6 Kundenrezensionen
Amazon Bestseller-Rang:
Nr. 1.718.120 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
Werbung steckt überall drin, denn immer will etwas verkauft werden. Den Blick für Methoden und Ergebnisse zu entwicklen, ist auch so eine Sache, die einfach klingt, aber schwierig genug ist. Hier schreibt ein Pragmatiker, was er gelernt hat.
Er das Handwerk des Direkt Marketing lernen will, kommt nicht um bestimmte Meisterwerke herum. Ich will es mal etwas provokant ausdrücken.Es gibt sieben Werke, die gelesen werden sollten. Und alle anderen Marketing Bücher... "burn them!"...
Dieses Buch ist neun Jahre alt und immer noch besser als das meiste, was seither erschienen ist. David Ogilvy schreibt in seinem Vorwort zur vierten Auflage, "Tested Advertising Methods" sei das brauchbarste Buch, das er jemals gelesen habe. Recht hat er, denn John Caples zeigt nicht einfach, wie Direktmarketing funktioniert, sondern wie erfolgreiches Direktmarketing funktioniert. Und das ist ein grosser Unterschied. Kernstück seines Buches ist der detaillierte Vergleich zweier Kampagnen. Eine hat drei Mal mehr verkauft als die andere - Caples erklärt Schritt für Schritt, warum.
Caples was one of the most capable men to write on the effectiveness of advertising. Because he worked in direct-mail advertising most of his life.The book is full of Gems and suggestions that are as applicable today as they were in his days. Tested Advertising Methods is as basic to advertising as the alphabet is to mankind.I also suggest; How to make you advertising make money also by Caples and Ogilvy on Advertsing by David Ogilvy.
As an author and professional speaker on marketing, I've recommended this book for years. It provides more specifics and sound advice for novice and experienced marketers on direct response advertising than anything else I've seen. It provides good fuel to test an ad agency's stuff-- especially those that say things like "oh, you can't track that..." I've re-read this book probably 20 times -- and you should too if you really want to improve the results of your advertising.
I had forgotten how much of my own work as a copywriter has been influenced by it. The 5th edition is full of commonsense advice and updated examples of Caples's principles at work in the real world. And what a thrill to discover my own work cited for "doing everything right" (Select Comfort ad, p 10.). Thanks for keeping Caples ideas alive for another generation.
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