000			01676nam a22001937a 4500
999			_c111 _d111
005			20190924143134.0
008			190824b ||||| |||| 00| 0 eng d
020			_a9781847960870
082			_a659.144 _bYOU
100			_aYoung, Miles _91255
245			_aOgilvy on advertising in the digital age
260			_bGoodman Books _aLondon _c2017
300			_a288 p.
365			_aINR _b1499.00
520			_aDavid Ogilvy is remembered as one of the most influential admen of all time. His bestselling book Ogilvy on Advertising gave no-nonsense, essential advice to those in marketing, PR, advertising and other related industries wanting to improve their success rate. It has become the industry handbook. Ogilvy wrote his book before the Digital Revolution, and in this sequel, Miles Young brings the same erudite scrutiny to advertising in the digital age as he examines the challenges that agencies and their clients have faced with the arrival of "digital". He demonstrates how to respond astutely and successfully to the myriad possibilities the digital world has to offer. The book is comprehensive in its reach, touching on all areas, from brand response to social media, pervasive creativity, smart content and good storytelling, to cautions about the power of big data, and what we can learn from the latest neuroscience findings and emerging markets. Backed up by sound research and an illustrious career working out of offices in the UK, US and Hong Kong, Young cuts through the "noise" surrounding digital to outline some essential truths and offer sound practical advice.
650			_aInternet advertising _9431
650			_aAdvertising _9432
942			_2ddc _cBK