Madison Avenue

Author: Meyer (USA) written by Liu Huiqiang translated
Publisher:
Publish Date: 1999-05-01
Features: This book is a portrait of the American advertising industry and the outstanding figures who shaped it with their creativity and business acumen, as portrayed by journalists. During the writing process, the author interviewed hundreds of the most outstanding people in the industry—including advertising giants such as Bill Bernbach, J.W. Young, David Ogilvy, and R. Reeves. The author vividly depicts classic cases in advertising history, in the process portraying the agencies that created these miracles and the hard work behind successful print and television advertising. It also reveals the working model of the entire industry—the flow of funds into creativity and media, the various considerations behind marketing decisions, the debates that arise during the establishment of new businesses, and the fierce competition among agencies.