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| Best Books on Media and Marketing
Ogilvy on Advertising by David Ogilvy A good ad can outsell a bad one by more than 10 to 1, and it can be handsome and engaging at the same time. This is our favorite book on advertising. Ogilvy's integrity and gruff humor are sorely missed since his passing. Also recommended, Ogilvy's Confessions of an Advertising Man.
Tested Advertising Methods by John Caples The bible of direct marketing. Recently reprinted due to popular demand. Caples proves there is no substitute for scientific testing. You just can't guess which of two competent ads will pull the most response. Full of suggestions for writing effective headlines and copy. David Ogilvy says, "This is, without doubt, the most useful book about advertising that I have ever read."
Secrets of Successful Direct Mail by Richard Benson Adventures in direct mail from the man who raised $600,000 for the Admiral Byrd transpolar expedition with a $5,000 promotion budget. The book reads quickly, yet you'll learn a good deal about mail-order businesses, price points, copy approaches, even renewals and billing.
Networking with the Affluent by Dr. Thomas J. Stanley For over two decades Dr. Stanley has studied American millionaires and how they built their wealth. Networking with the Affluent shows how the most successful salespeople understand and meet the (sometimes surprising) core needs of the wealthy. By meeting these needs, you build an impregnable franchise for yourself.
Envisioning Information and Visual Explanations by Edward Tufte So much good writing is drowned in bad design. If you only ever buy two books on graphic design, these are the ones. Tufte's magnificent, lavishly-printed works show the power and subtlety of wise use of color, typography, layouts, charts and illustrations.
First written in 1949 by the master of value investing. Not addressed specifically to media or marketing, Graham's enduring bestseller is still valuable reading before you accept a new job, take on a client or acquire a company. Graham helps you spot houses of cards, and hidden gems. It just might save you a fortune.
Amazon.com and Amazon.co.uk are our featured online booksellers for their wide selection of books and magazines, depth of information, low prices, quality service and fast shopping. We also recommend Alibris for out-of-print and hard-to-find titles. These merchants give Winning Writers a small commission when you purchase through the links above. This does not affect the price they charge you or our recommendations.
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