具體描述
菲爾·杜森伯裏，1962年進入BBDO，擔任文案，並一路提升，最後成為BBDO北美公司的主席和首席創意官。在菲爾·杜森伯裏的領導下，BBDO一度成為麥迪遜大街上的領頭羊和宏盟王國的旗艦公司。2002年，他進入廣告名人堂。
在綫閱讀本書
According to advertising legend Phil Dusenberry, business ideas may or may not be valuable, but true insights are much rarer than ideas and much more precious. A good idea can inspire one commercial. But a good insight can fuel a thousand ideas, a thousand commercials. An insight gives you an entirely new way of thinking about your business.
Consider just a few of the breakthrough insights that Dusenberry’s agency, BBDO, has offered their clients over the years: That General Electric’s unifying tagline should be “We bring good things to life.” That Pepsi should be targeting the “Pepsi Generation.” That Ronald Reagan’s 1984 reelection theme should be “Morning in America.” That Visa should compare itself with American Express, not MasterCard. Talk about moving the needle!
Dusenberry argues that these brainstorms don’t come out of thin air, even at a world class organization like BBDO. They are actually the result of a rigorous and disciplined process of insight generation, one that any manager in any type of business can adopt. Dusenberry explains this process—Research, Analysis, Insight, Strategy, and Execution (RAISE)—in plain English. And he offers examples of some of the greatest business insights of our time, from the birth of Federal Express to the positioning of HBO.
Moving the Needle will help businesspeople get to the heart of their toughest problems.
用戶評價
##（一） 時至今日，我越來越堅信這樣的一個事實：如今的中國教育，無論是中小學教育，乃至大學教育，仍熱衷於要求學生默記和復製知識的純熟技能，卻絲毫也並不打算主動教會學生如何實現自我學習、個性發展的基本方法。 整個教育機製和方式自身沒有改革的動力，不僅落後於時...
評分 評分 評分##在閱讀中總會有些詞匯不太明白，這裏一一查齣來，分享給大傢看 書中提到的廣告，大部分已經找不到瞭，但是能找到的，是非常值得一看的，比如菲爾不斷提到的 蘋果《1984》 ﹡寬頻營銷 1關於"寬頻營銷"這個概念，從網絡寬頻技術得到應用之初便已經被業界提齣。而相對於網絡...
評分洞見是一本特彆通俗易懂的廣告營銷入門書，對於想要從事廣告行業或已經是這個領域的人來說，有很大的指導和幫助。其中大量的客戶案例讓洞見的理論不再枯燥無味，雖然一些理論已經過時，但依然對現代廣告具有指導意義。本書可以讓你建立起對廣告營銷的認知，從而對廣告運作體係...
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