What’s does mean writing for advertising? What is an advertising agency? How does it work? What’s the copywriter’s role? How to write a message? What are the best technique of the verbal communication? And then, how to become a copywriter? Those and more questions are answered by a copywriter in vein of confidence…

An essay disguised as a novel. A melody of notes, reports, conferences, articles and thoughts about the communication world. The creative Art Director’s observation who writes, paints, creates and makes up. Some time anecdotal, some time autobiographical, some time learned, some time poetical; “Notes” is a book about creativity and its applications.

Regarded as the father of modern advertising, Ogilvy was responsible for some of the most memorable advertising campaigns ever created. "Confessions of an Advertising Man is the distillation of all the Ogilvy concepts, tactics, and techniques that made this international best-seller a blueprint for sound business practice. If you aspire to be a good manager in any business, this seminal work is a must-read.

Capricious, unforeseeable, provocative, poet of goods and emphatic propagandist of himself. Seguela writes about the good he best knows: himself, so that his name remains in the memory as long as the goods of which he decrees the market-success.
It ends as a literary manifest on advertising profession.

How communicate the communication? The two authors propose a precious manual for drawing up the key-documents for managers.
This book is different from the others theories books, and it may be a concrete alternative for all want to learn more about what to write in the communication strategy plan and how to practically do it.

It unified the best of two worlds, Spanish and Italian, and the progressive theories on study and the global practice in a European perspective. A serious and deep manual, but never boring: it frames the strategies of social, service or communication firm. It defines the best methods for the application on different media and systems of communication.

“I would have had this book when I started to become a copywriter. It would have saved me time”.
Alastair Crompton reveals the written-word secrets. From the grammar knowledge to the writing technique, from the creative process to the communication trends. A book that wants to transform the aspirant copywriters in a very good one.

He wrote the story of the Italian advertising, in the true mean of the word. In this book Emanuele Pirella describes his professional experience and he gives us a very effective photography of his work: an artwork more artisan then it appears.

A bible. Stone’s book, by the years, has become an indispensable instrument to know and master all direct marketing techniques and methods to win in today high competition marketplace. Thanks to Stone, a true guru, now we know that direct marketing is a way to think, a convincement, and an effective way to do.

The book suggests a travel: client-agency going and return, a continuous dualism between theory and practice, marketing’s concepts and operative solutions, from creative intrigue to the conclusive production and realization.
For the professionals who want to deepen the communication point, a constant dialogue, shut and thin that return the problems to the essentiality and the synthesis that often is lose.

It is simply a great guide to the preparation for public speaking, and for presentations to a group. The book reflects the very best in the newest techniques he has found successful for the process of organizing, planning, preparation and delivery of presentations. Among other topics he covers is the latest in new technology for presentation, and he does so in a way that doesn't needlessly complicate, date, or limit the information. From the original assessment of an individual's skills, to the final delivery, there is no better brief introduction to the subject available.

This book was an attempt to replace the "reason why" of American advertising thinking with a Latin "passion why". The advertisers have to be poets, they have to find again the taste of the creativity and the adventure. The “Star Strategy” gives a soul to the object and do it lives like a person, like hollywood’ stars, in order to trick the unhappiness, to defeat the trouble, to buy dreams.

“If something work, it's right".
Reeves is a classical in advertising, his pragmatism is frame in the historical contest of his time: the American society that discover consumptions and advertising of mass.
Inventor of USP, Reeves is present 'cause his start define today what is right in advertising, and the appraisers of advertising show can understand that the goods is... A dream dressed with reality.

As it annunce, this is a book that show us from the lose of earthly paradise to the society that try to resell it.
A short story about information, advertising and its responsability in the modern devolution of society; a tale from the plastic civilization age, the search, the design, the industralization and new products, to the age of silicon, the false market economy, to appear more than to be, the insecurity and the exaggerations. Pozzi promise to carry us on the higher top of creativity and than immeiately fall down again in the abyss of a disarming idiocy.

Essay or novel? Both, why not?! Truth and fantasy, reason and emotion, report and experimentation: ego and alter of the creativity through the eyes of Lorenzo Marini, who is for sure one of the best art directors, but he seems to we also a lot writer… A LOT WRITER! Who has already read it cannot get lost the five understood added in the last edition.

A look inside the advertising world. Octave, greedy and without scruples man, paid to create originalities more originals and unreacheable dreams slumps during an advertising campaign'studio for a yoghurt made by a multinational company. The escalation towards his cynism expiry date is a path through the commercial's productions for the product until the final explotion. An hard beat to the consumerism belted with lightness and cruel irony.

A guided tour in the advertising world with one of the greatest italian creative writer. Following her in every chapter it feels like taking a walk on the hallways of an advertising agency: the accounts, the brainstorming and the creatives couples, art director and copywriter, that gives life to an advertising campaign.A precious manual about writing and the style that every crative or advertising's lover must read.

A tasteful case history that, through time, look at the development of Montana brand, lunch meat that since the Fourties at today is in everyone's mouth. A careful look on effectives communication's strategies assumed by creatives that faced themselves, time after time, with this product deciding its destiny in the market.

One of the most exhaustive commercials user manual written in the last years. The writers flollow every detail of the commercial's realization through the different phases that constitues it, without forgetting the personal experience's testimony and the contribution of the great american director Spike Lee.

What's behind communication's and marketing strategies? Many marketing researches. This guide shows all the different ways udes to identify,understand, study, this stranger named target. A precious instrument for the persons involved in the work and a plaesant reading for market's strategy lovers.

Who better than a managing director, who developed new marketing intelligence models, could give a best advice about corporate's developement? Sergio Meacci starts from the customer's centrality concept to reach to the satisfaction exprimed about the product and, so, to the sales improvement.

The father of the revolutionaries advertising's campaign Avis and Volkswagen reveal all the real stories of the extraordinary creative process performed in many career's years. His main merit was throwing a pebble in the american advertising's pond of the Fifthies and Sixties, opening the agencies doors also to italians, greeks and jewish creatives excluded until then from the advertising world.The highest demonstration of creativity's concept.Being opened to new horizons.

An effective guide to prepare an incisive marketing plan.In this book, the writers give well detailed and pratical advices about all the preliminar operations that prepare the success of a product's launch on the market.

The report of a careful research about the communication's activity can help to calibrate the intentions of an advertising's campaign making it more effective. This articles compilation prove herself a valid support for who create communication.

The advertising's sprout is named like this. We are talking bout the first adevertising logo
in the history, commissionated by a theban weaver in Egypt since 3000 years ago. Through the centuries is telled the advertising's story, the style and rethoric's evolution until today and of new technologies involved in communication.

The book that projected a shadow's cone on advertising.When it was published in the 1957 revealed to the american public all the real stories more roughs communication's strategies created by agencies. A bible for all the adbusters, an extremely critical voice that blame the advertising for manipulating person's minds thinking of them only like consumers.

More than a manual, a way to see creativity. A few years before Edward Bono, James Webb Young, great american advertising man from Madison Avenue, highlights the importance of analogic thought. Big part of the creative process is not looking for the right idea but leaving, after working about it, to the mind the time to metabolyzing every information getting amusement. And as enchanting, the idea will show herself just when wasn't looked.

A classic of literature. The story of a militar campaign. The story of a man who, in every situation, knewed how to maximize his innate curiosity apart from strategic ability. Giulio Cesare don't even started the Gallia's conquest using only weapons, but wanted to konw everyting about the territory and the population.As a good advertising man should do creating a new campaign.