Werbung 10

Copywriting Mastery: A Guide to Becoming a Sought-After Copywriter

Autor: Donald Kahindi Ngonyo

Start with the Story: Brand-Building in a Narrative Economy

Autor: Kristian A Alomá

All-American Ads of the 60s

Autor: Steven Heller
Herausgeber: Jim Heimann

Effective Copywriting Essentials: The Starter's Guide To Crafting Compelling Copy That Converts

Autor: Chase Adler

WAHRNEHMUNGEN EINES ABTRÜNNIGEN DENKERS

Autor: David Icke

Book of Ideas: a journal of creative direction and graphic design - volume 2

Autor: Radim Malinic

How to Style Your Brand: Everything You Need to Know to Create a Distinctive Brand Identity

Fiona Humberstone

Ideen visualisieren: Scribble - Layout - Storyboard Ein Handbuch der Entwurfstechnik

Gregor Krisztian

Contagious: Why Things Catch On

Jonah Berger

Frenemies: The Epic Disruption of the Advertising Industry (and Everything Else)

Ken Auletta

An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the best-selling author of Googled.

Advertising and marketing touches on every corner of our lives and is the invisible fuel powering almost all media. Complain about it though we might, without it the world would be a darker place. And of all the industries wracked by change in the digital age, few have been turned on its head as dramatically as this one has. We are a long way from the days of Don Draper; as Mad Men is turned into Math Men (and women - though too few), as an instinctual art is transformed into a science, the old lions and their kingdoms are feeling real fear, however bravely they might roar.

Frenemies is Ken Auletta's reckoning with an industry under existential assault. He enters the rooms of the ad world's most important players, some of them business partners, some adversaries, many 'frenemies', a term whose ubiquitous use in this industry reveals the level of anxiety, as former allies become competitors and accusations of kickbacks and corruption swirl.  

We meet the old guard, including Sir Martin Sorrell, the legendary head of W P P, the world's largest ad agency holding company; while others play nice with Facebook and Google, he rants, some say Lear-like, out on the heath. There is Irwin Gotlieb, maestro of the media agency Group M, the most powerful media agency, but like all media agencies it is staring into the headlights as ad buying is more and more done by machine in the age of Oracle and I B M.  

We see the world from the vantage of its new powers, like Carolyn Everson, Facebook's head of Sales, and other brash and scrappy creatives who are driving change, as millennials and others who disdain ads as an interruption employ technology to zap them. We also peer into the future, looking at what is replacing traditional advertising. And throughout we follow the industry's peerless matchmaker, Michael Kassan, whose company, Media Link, connects all these players together, serving as the industry's foremost power broker, a position which feasts on times of fear and change.

Frenemies is essential listening, not simply because of what it says about this world but because of the potential consequences: the survival of media as we know it depends on the money generated by advertising and marketing - revenue that is in peril in the face of technological changes and the fraying trust between the industry's key players.

Hope Is Not a Strategy: The 6 Keys to Winning the Complex Sale

Rick Page

An SEO specialist walks into a bar, grill, pub, public house, Irish, bartender, drinks, beer, wine, liquor: Ruled notebook, 100 pages, 6x9"

Pyrmont Press

Engagiert Euch!: Im Gespräch mit Gilles Vanderpooten

Stéphane Hessel

Ultimate Guide to Facebook Advertising: How to Access 1 Billion Potential Customers in 10 Minutes

Perry Marshall, Keith Krance, Thomas Meloche

Momentum - Die Kraft, die Werbung heute braucht.

Holger Jung, Jean-Remy von Matt

Die These, die das Buch trägt, ist reichlich dürr. Für Jung und von Matt steht der winzige Moment im Blickpunkt, in der Werbung funktioniert oder auch nicht. 1, 7 Sekunden Aha-Erlebnis, in denen die Verbraucher die Message eingehämmert bekommen. " Momentum ist die Kraft, die Werbung heute braucht. " Botschaft und Werbeidee müssen eine zielgerichtete Wucht entfalten, die sofort spürbar wird.

Wer das Buch letztlich lesen soll, bleibt ein Geheimnis. Die Angestellten der eigenen und anderer Werbeagenturen sicherlich, und die Budgetverwalter in den Unternehmen sowieso. Dennoch ist der Band ein hübsches Geschenkbuch, farbig illustriert und wohlfeil gesetzt. -Peter Felixberger

The Product Manager's Handbook

Linda Gorchels

Angebote schreiben, die verkaufen: 44 psychologische Strategien für die erfolgreiche Angebotserstellung (Business auf den Punkt gebracht)

Autor: Roman Kmenta

The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two (English Edition)

Autoren: Al Ries, Jack Trout

Crashkurs Storytelling: Grundlagen und Umsetzungen (Haufe Fachbuch 10418)

Autor: Werner T. Fuchs