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eBook Ogilvy on Advertising epub

by Christopher Fagg,David Ogilvy

eBook Ogilvy on Advertising epub
  • ISBN: 051755075X
  • Author: Christopher Fagg,David Ogilvy
  • Genre: Photography
  • Subcategory: Graphic Design
  • Language: English
  • Publisher: Crown Publishers (October 29, 1983)
  • Pages: 224 pages
  • ePUB size: 1629 kb
  • FB2 size 1742 kb
  • Formats lrf doc docx lrf

Ogilvy's bestselling advertising handbook featuring essential strategies for the digital ag. n this must. 3 Abstract of Ogilvy on Advertising In Ogilvy on Advertising, David Ogilvy writes abo.

Ogilvy's bestselling advertising handbook featuring essential strategies for the digital ag. Ogilvy on Advertising By David Ogilvy - The University of. 15 Pages·2006·135 KB·1,106 Downloads. Underground Engineering for Sustainable Urban Development. 66 MB·10,695 Downloads·New!

An advertising authority updates his analysis of the elements of successful advertising and assesses the advertising environment that has .

An advertising authority updates his analysis of the elements of successful advertising and assesses the advertising environment that has emerged during the past twenty years.

David Ogilvy (1911–1999) was a business executive who founded the advertising, marketing, and PR agency Ogilvy & Mather in 1948.

Ogilvy on Advertising book. Books by David Ogilvy.

This is a book summary of Ogilvy on Advertising by David Ogilvy. Ogilvy on Advertising Summary. When I write an advertisement, I don’t want you to tell me that you find it ‘creative. Chapter 2: How to Produce Advertising That Sells.

David Ogilvy is one of the most famous advertising wizards of all time. Written in 1983, his book Ogilvy on Advertising is one of the most important reference books that we use at Binary. com to design advertising campaigns. It contains a number of easy-to-apply rules that are really well-worth learning about. How to produce advertising that sells. When I write an advertisement, I don't want you to tell me that you find it 'creative'. One advertisement can sell not twice as much, not three times as much, but 1. times as much as another. The wrong advertising can actually reduce the sales of a product.

107 quotes from David Ogilvy: 'The best ideas come as jokes. Make your thinking as funny as possible. 'The consumer isn't a moron. and 'I don't know the rules of grammar

107 quotes from David Ogilvy: 'The best ideas come as jokes. and 'I don't know the rules of grammar. If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants. David Ogilvy, Ogilvy on Advertising.

For me, Ogilvy on Advertising was a good read and an interesting glimpse into a different time.

An advertising authority updates his analysis of the elements of successful advertising and assesses the advertising environment that has emerged during the past twenty years
Comments: (7)
Great book for a newbie learning about marketing! This book doesn't have all the answers you may ask about marketing, but it answers a lot! He gives good basic guidelines that you should follow, not just as a marketer, but as a marketing firm and company. This is an old school book, so it doesn't include anything about digital marketing. But if you do any marketing outside the digital world, this is a great guide! Some chapters are better than others, depending on what you want to get out this book. I found the information for large marketing firms,TV ads, ads for travel, and ads for international firms to be boring, because that doesn't relate to me, but everything else was well worth my time! You might feel the same way, but remember,the marketing industry is big, with so many roles to play in it!
Although this book was written in 1985 many of the concepts and anecdotes in it hold up well. The landscape has changed to more personalized messaging opportunities, but Ogilvy's main points about facts, emotion, narrative, and connection still applies. He seems to be a fan of balancing creative with research and had the foresight to understand that both were changing with the times. No doubt if he personally was still around there would be some additions to account for new trends and technologies but the concept of finding what works best for the medium would stay the same.

Ogilvy made his name on print and TV, so most of the anecdotes are along those lines. It is also amusing at times to see the changing social norms that make some of the tropes and hooks feel outdated.

Good read as a part of a comprehensive look at advertising but don't think this is the only thing that must be read, or that it should be taken as gospel.
Let's face it, Ogilvy made great headway for the advertising industry. I'd even go as far as saying that his advertising methods are among the best the world has ever seen.

If you're new to the business, interested in the business, or even an old ad dog running out of tricks, you need to own this book. The best part about this book has got to be the visual references of some of the most successful ad campaigns since the dawn of advertising. If you don't take away some new ideas, you need to read it again.

Some of the techniques might be slightly outdated, but you shouldn't rely too heavily on one book for inspiration and information anyway. Also check out
Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising (Adweek Series)
My Life in Advertising and Scientific Advertising (Advertising Age Classics Library)
Outrageous Advertising That's Outrageously Successful: Created for the 99% of Small Business Owners Who are Dissatisfied with the Results They Get From Their Current Advertising (Hardcover)
Tested Advertising Methods (Prentice Hall Business Classics)
Permission Marketing : Turning Strangers Into Friends And Friends Into Customers

Those will get you started.
Why reinvent the wheel when you have the soundest principles in advertising at your fingertips? Although Ogilvy's book is almost 25 years old, it's jam packed with timely instruction, insight, and examples. Or perhaps because it is 25 years old. Ogilvy quotes colleague Bill Bernbach:

"It is fashionable to talk about changing man. A communicator must be concerned with unchanging man ... The creative man with an insight into human nature, with the artistry to touch and move people will succeed. Without them he will fail."

Ogilvy had insight in spades, practical experience, common sense, a passion for research as well as creativity, and above all, a relentless focus on selling. Pick any few paragraphs at random and all those qualities will shine through. Among the many ideas I found really helpful--

1. Branding means giving your product personality. (For example, the man in the Hathaway shirt wore an eyepatch.)

2. Facts sell better than hype.

3. The principles of direct response apply to all forms of advertising.

4. Creativity is worthless unless it sells.

5. Copywriting is the heart of advertising.

6. Use the brand name in your headline. Otherwise 80% of readers may never see it.

7. Long copy sells.

8. Analogies, big words, and naming the competitor confuse people.

9. Pricing cannot be determined scientifically.

10. Excellent graphic design is simple graphic design.

11. Corporate advertising is worthwhile.

12. Always include a promise in your headline.

13. The era of the blockbuster brand is ending. (Ogivly detected the "Long Tail" 20 years before most of us!)

14. According to Ogivly, "...advertising is no more and no less than a reasonably efficient way to sell."

But this summary doesn't do the book justice. He makes solid points nonstop. Not surprising for a master copywriter and former door-to-door salesman, he writes in plain English. He offers "big picture" reflections on the advertising industry, including an impassioned defense of advertising against charges of hucksterism. He offers detailed tips that are just as important, mainly on print advertising, direct response, and dealing with clients.

Educational, authoritative, fun to read. A+
David Ogilvy is one of the titans of advertising, and this book provides timeless insights into the business and psychology of the advertising business. Covering print, TV, radio and direct marketing - as well as career advice for the aspiring advertising professional, the book - though now 30 years old, still resonates. The element emphasized by Ogilvy that allows it to maintain his relevance was a quote he took from Bill Bernbach - human nature hasn't changed over the years, and won't. Advertising appeals to our fundamental nature, and Ogilvy captures it in a way that is both informative and entertaining. Full of color and black & white ads and examples, the book also gives the 21st century reader a nostalgic look at 20th century advertising. Interesting and worth reading.
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