Author: [America] Ogilvy
Publisher: China Price Publishing House.
Douban score: 8.4
A masterpiece in advertising, a classic worshipped by all advertisers! In this book, Ogilvy and Mather frankly introduced their valuable experiences, including how to run an advertising company, how to win customers, how to maintain customers, how to be a good customer, how to write effective copy, how to make excellent TV advertisements and so on.
Two stories
Author: robert mckee
Publishing House: Tianjin People's Publishing House
Douban score: 9.2
This is a script book regarded as the Bible by the film and television circles, which tells the core principles of story creation. Since the first edition of 1997, the story has been the first must-read classic for screenwriters all over the world, and it still belongs to Amazon bestseller 1%. This book brings together Robert? Mackey's 30-year teaching experience, in the detailed analysis of classic films such as The Godfather, Forrest Gump and Star Wars, clearly expounded the core principles of story creation, and its guiding significance should not only be recognized by people in the film and television industry, but also be given full play by talents such as novel creation, advertising planning and copywriting. You can use it as an introductory guide to advanced film appreciation, or as an advanced course in literary writing and artistic accomplishment.
3 Make creativity more sticky
Author: [America] Chip Heath/[America] Dan Heath
Publishing House: CITIC Publishing House
Douban score: 8.2
Making Creativity More Sticky has been popular in many countries since its publication. It has been on the Amazon bestseller list for six years in a row, and it is a classic bestseller in The New York Times. People from all walks of life can find the most sticky way to express their ideas or opinions, whether it is to convince subordinate company executives, impress customers' sales, or create direct and creative advertisers. Based on a large number of social psychology research cases, the internationally renowned behavioral psychologist Heath Brothers revealed six ways to make creativity or ideas sticky: simplicity, accident, concreteness, credibility, emotion and story.
4 Copywriting fever
Author: Luke? Su/Xu Fenglan
Publishing House: China Financial and Economic Publishing House
Douban score: 8.0
Copywriting fever is an excellent teaching material for advertising creation! Based on his own professional experience, the author Luke Su Liwen told young advertisers about the guiding ideology, creative rules, operating principles and matters needing attention in advertising creation, and sincerely and meticulously described the tips for creating wonderful advertisements. Luke Sue Levin is the creative person of Ron MacEliot, a famous American advertising company. In the 20-year advertising career, * * * has won the ——one show Award, the highest award in the advertising industry, for 20 times, and has the title of outstanding advertising creative person in contemporary America.
5 Super symbols are super creativity.
Speaker: Huashan/South China
Publishing House: Tianjin People's Publishing House
Douban score: 8.3
The phrase "China and China method" is widely circulated in the marketing field, and words such as "super symbol" and "brand parasitism" are also recognized, understood and applied by more and more marketers. However, as the first systematic marketing in marketing ideas, "Huahua method" has been spread by enthusiasts and researchers for more than ten years through printers, photocopiers, reposts or USB flash drives. This book is the first collection of The Method of China and China, and the full text is written by Mr. Huashan himself. From product development, product naming and product packaging to brand communication, brand strategy and enterprise strategy, "China-China Method" has penetrated into all levels of enterprise marketing.
6 My advertising career &; Scientific advertisement
Author: [America] claude Hopkins
Press: Renmin University of China Press
Douban score: 8.5
This book completely failed to meet expectations and became one of the best-selling advertising works for many years. As the most outstanding master of copywriting and advertising planning at that time, Hopkins, in this short book, gave a full account of his decades of experience in serving the most famous advertisers at that time and the wisdom he learned from his predecessors, and summarized it as the basic principles of advertising in a completely confident, positive and irrefutable tone. This is not arrogance, but real insight, or it can be understood that an advertising master is duty-bound to undertake the mission of the advertising industry and the latecomers at that time.
7 advertising copy writing
Author: (America) Philip Ward Burton
Publishing House: World Knowledge Publishing House
Douban score: 8.0
This book covers a wide range and provides you with various practical writing skills. At the same time, this book also discusses in detail the structure and time arrangement of copywriting. This book is big enough to cover 50 years of advertising, and small enough to focus on the copywriting strategy of 10 second advertising. Since its publication, Advertising Copy has been reprinted seven times in five years, constantly tracking the latest changes in the advertising industry. It is a classic practical manual for advertising copywriting.
8 copywriting training manual
Author: [America] Joseph Schumann
Publishing House: CITIC Publishing House
Douban score: 7.8
Wonderful copywriting is the core and soul of the advertising industry, whether it is print, television, radio or any other media. In this copywriting training manual, legendary copywriter and advertiser Joseph? Sugarman provides proven guidance and expert advice on how to write a copy that attracts consumers, encourages them and finally urges them to buy products. This book is the best partner for anyone who wants to enter the advertising industry, or for those who want to do better in their work.
9 Xijin advertisement
Author: [America] Drew Eric Whitman
Publishing House: Jiangsu People's Publishing House
Douban score: 7.5
This book is called the most profitable copywriting manual in history, and almost every advertising dog knows it. Mainly teach you how to write a marketing copy that makes people want to pay after reading it! This book begins with analyzing customers and uncovers the secrets of buying. The author tells readers through the basic principles of consumer psychology that effective advertisements should be able to promote purchases with emotion and explain purchases with reason. Next, it tells the specific writing skills of advertising copy, from title to content writing, from layout to font selection, and teaches readers how to write a copy that can impress and finally convince customers to buy.
10 copy creation complete manual
Author: [America] robert bly
Press: Beijing United Publishing Company
Douban score: 7.8
This book has been selling well in the United States for 30 years and is a super practical copy secret for top advertisers! 8 titles, 9 features, 1 1 methods, so that you can learn copywriting skills easily and write best-selling copywriting like a top advertiser. Marketers, advertisers and Taobao shopkeepers from all walks of life must read! The book points out that the core of copywriting is sales power, not creativity or artistry. In order to persuade people to buy products, we must respect consumers' judgment and sincerely believe in the value of goods, otherwise it will only waste customers' time and budget.