Advertising. Is it really 'the greatest art form of the twentieth century' (Marshall McLuhan)? Whatever your views, it is undeniably one of the most popular career choices going-and one of the most difficult to get into. If you want to be creative and make money, or simply fancy trying your hand at a job in one of the most powerful industries around, then this indispensable guide is all you'll need to get a foot in the door and keep a step ahead of the competition. It's a careers guide with a difference, using the experience and wisdom of some of the industry's top people. You'll find essential advice on how to get started and how to get ahead, as well as the insider's view of the genuine pros and cons of each job, from copywriter to account handler. Your new career starts here.
How to Make Your Advertising Make Money by John Caples In this remarkable reference, John Caples, a man who has won countless awards and made millions of dollars for some of the largest companies in the United States, draws upon more than 50 years of experience to show you how to write advertising copy that sells anything and everything... write headlines that command instant attention...save thousands of dollars in expenses each year...and much more. Containing hundreds of true stories, checklists, and guidelines, this sourcebook is for every copywriter, creative director, and business executive who wants to learn how to write copy that sells-from the master who most say did it better than anyone. You'll get: 1. Secrets of Successful Advertising 2. Twelve Ways to Find Advertising Ideas 3. Three Famous Case Histories 4. How to Get Ideas from Brainstorming 5. 303 Words and Phrases that Sell 6. How to Write Sentences that Sell 7. Sales Appeals that Last Forever 8. How to Write Headlines that Make Money 9. How to Use Stories to Sell Products 10. Tips on Copywriting 11. How Editorial Style Ads Can Bring Increased Sales 12. How to Write Sales Letters that Make Money 13. How Direct Response Can Help Advertisers Make Money 14. Ways to Improve Your Copy 15. How to Write Radio Commercials that Get Action 16. How to Apply Mail Order Know-How in Writing TV Commercials 17. Summing Up My Success Secrets I Have Learned in 50 Years Meet the Author John Caples was Vice President of BBDO, Inc. when he retired after 40 years of service with the nation's third largest advertising agency. The creator of such classic ads as "They Laughed When I Sat Down at the Piano" and "They Grinned When the Waiter Spoke to Me in French," and a member of the Copywriters's Halls of Fame, Mr. Caples built a nationwide reputation for his research and scientific methods of testing advertising effectiveness.
This book is aimed at anyone who is considering becoming an advertising creative, is studying to become one or would like to become a better one. Packed with invaluable advice and insights from the author and other industry insiders, the book explains everything you need to know about working as an advertising creative but don't get taught at college. Its engaging, straight-talking text explains the diverse set of skills that you need to make it as an advertising creative above-and-beyond the ability to write good adverts, and demonstrates: how to get the best out of the people you work with; how to present your work to clients; how to manage your career; even how to start your own agency. Getting a job as an advertising creative is not easy. This book teaches you the intangible skills that are essential to get a job, survive, thrive and ultimately make it big in one of the most exciting industries on the planet.
⚠️Whether you are just starting or established your business ten years ago, you will be able to grow your business with Facebook. If you haven't created your Facebook business page, this is your first step. From there, you can create advertisements following your schedule and budget. By paying attention to your customers' needs and wants, you will be able to develop some of the most engaging advertisements for your target audience. ⚠️Creating an ideal customer profile is an important step when you are determining your target audience. Through your ideal customer, you can get an idea of their age range, location, gender, and interests. Once your advertisements are up and running, you will be able to use Facebook's analytics in order to improve your ideal customer profile. This will only help you increase engagement and customers. ⚠️Once you have your ideal customer in place, you will want to create a detailed marketing plan. This plan will include everything from your mission to your customer service support. ⚠️This book is created as a guide that you can read and reread. It will be helpful as you start to grow your customer base through Facebook. You can turn to the pages of this book when you are looking for your next advertising strategy, such as PPC or Facebook Messenger Ads. If you are unsure of your next step, you can look through this book as it will help you reach your next step. ⚠️Your dedication, patience, will to succeed and this valuable information are going to take you farther than you thought possible in the Facebook advertising market. No matter how prepared you are to integrate the words of this book into your Facebook advertising, you want to remember that it all takes time. No success happens overnight. Whether your business is one year old or twenty, it will take time for Facebook users to start noticing your business and advertising. Don't let this discourage you. Instead, remember success comes to those who are patient and dedicated. This guide will focus on the following: -✅ The Importance of a Facebook Page -✅ Choosing Your Audience -✅ Choose & refine your page theme -✅ Using advertising functions on Facebook -✅ Making Ads - Targeting -✅ Avoid being banned from advertising on Facebook -✅ Content Marketing in Facebook -✅ Facebook Sales Funnel -✅ How to Set up Facebook Business Manager -✅ Choose The Best Advertising Option For Your Business on Facebook -✅ How To Use Facebook Like A Pro For Your Business -✅ Psychology Behind Ads -✅ AdWords vs. Facebook... AND MORE! Stop wasting time and start learn facebook ads!
Understand and use the concepts of successful advertising Whether you are considering a career in advertising or trying to find the best way to market your product, start with Hopkins and then move onto the rest. In this powerful book he explains the process to get (and measure) results from your advertising. Claude Hopkins wrote 'Scientific Advertising' in 1923, but his insight into consumer behaviour still holds. The aim was to explain the rules of advertising and what makes consumers buy, so that advertising returns would become a certainty and not a guess. Learn how to use his techniques to write adverts which sell with certainty. Hopkins clearly shows how to write copy, provides methods for testing it and shows how evidence based advertising gets results in a measurable and cost effective way. A must read if you are in business, sales or advertising. Hopkins shows what makes us buy and how you can make it happen. This edition also includes examples of adverts produced by Claude Hopkins through his career. Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life. David Ogilvy Within this book Hopkins shows a variety of tested techniques which he had used through his successful career in advertising, including: How advertising laws are established - What the professionals in advertising already know and how we can use this knowledge to develop better ads. Just salesmanship - What is advertising and how is it best used? Offer service - The best ways to offer service to increase sales. Mail order advertising - What it teaches us and how we can apply it to our own adverts. Headlines -A lot of headlines get a poor response in email marketing, websites and adverts. Learn how to increase your response rate. Psychology - Use Hopkins experience to direct people to buy and use your product. Being specific - Are you being specific enough in your advertising? Hopkins shows that by using specific facts you can increase sales and out perform your competitors. Tell your full story - How telling your story is important and why some advertisers make the mistake of missing out on this. Art in advertising - Should we use bespoke artwork or tried and tested visuals? Things too costly - What strategies are too costly to attempt in advertising. Information - How to give the consumer the best information to help them buy. Strategy - Rules for directing a campaign. Use of samples - How getting samples into peoples hands can increase sales. Getting distribution - Hopkins lays out how to get national distribution by starting small. Test campaigns - How to test different campaigns on the same audience. Leaning on dealers - Ways to get dealers to help your campaign Individuality - Set yourself apart from competitors and what your tone should be. Negative advertising - Will it help your sales? Letter writing - Hopkins shows how to write a sales letter. A name that helps - How does a product name impact sales? Good business - See how good business impacts on consumer behaviour. Excerpts from the book The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. I never ask people to buy. The ads all offer service, perhaps a free sample. They sound altruistic. But they get a reading and action. No selfish appeal can do that. I set down these findings solely for the purpose of aiding others to start far up the heights I scaled.
Praise for The Online Advertising Playbook "Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing." —Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks "The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty." —Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company "To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change." —Ted McConnell, Interactive Innovation Director, Procter & Gamble "The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets." —Van Riley, Vice President of Research, AOL "The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning." —Rod DeVar, Manager, Advertising and Promotion, United States Postal Service "Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results." —Chris Theodoros, Director of Industry Relations, Google "A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati." —Mike Donahue, Executive Vice President, American Association of Advertising Agencies "This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course." —Henry Assael, Professor of Marketing, Stern School of Business, New York University
Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising and Integrated Brand Promotion, 3e continues the tradition of providing students with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.
The definitive book on creating ads that sell by one of the world's leading experts in this area. Gives detailed, step-by-step instructions for developing print ads that are always effective. Packed with examples of ads that work--and those that don't--plus clear, specific explanations of the subtle differences between them.