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Ogilvy on Advertising Paperback – March 12, 1985
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The entire premise of Ogilvy on Advertising boils down to one simple statement (coined by Claude Hopkins nearly 80 years ago in his book Scientific Advertising): "Advertising is salesmanship."
Sadly, the advertising world has drifted from that solid mooring. And now those who profess it are considered anachronistic at best. And kooky at worst.
Ogilvy, a staunch admirer of Hopkins, firmly embraced that tenet -- and it propelled him and his agency (Ogilvy and Mather) to the Mount Olympus of the advertising world. Most importantly, it made his clients rich beyond the dreams of avarice.
Ogilvy's writing is captivating. His work, legendary. His ideas, timeless. The information in this book is easily work 10 times the cover price.
I've been in the profession of advertising for nearly 15 years. I'm also an adjunct professor at a nearby university. I wholeheartedly recommend Ogilvy On Advertising to my students. I firmly embrace its principles in my profession.
And I, without hesitation, urge you to read it as well.
I did not realize, until I recently picked up a copy to re-read, how much it had influenced me the first time I read it. Half of the way I conduct myself at work and a lot of my thought processes and strategy is still influenced by what is in this book. I make over 6 times what I made back in 1991. I realize now I have Mr. Ogilvy to thank for a great deal of that.
Read this book. At least once.
1) "The wrong advertising can actually reduce the sales of a product" (pg 9)
2) "If you are lucky enough to write a good advertisement, repeat it until it stops selling." (pg 19)
3) "If it does not sell, it is not creative." (pg 24)
4) Hire "gentlemen with brains." (pg 48)
5) Communicate verbally. Attend the right meetings. Remember the French saying, "He who is absent is always wrong." (pg 56)
6) "Any fool can write bad advertising, but it takes a genius to keep his hands off a good one." (pg 67)
7) People read headlines 5 times as often as they read the body. People remember ads with news 22% more than ads without news. (pg 71)
8) Ads in four colors cost 50% more, but are 100% more memorable. (pg 79)
9) In TV ads, use the name it the first 10 seconds. Show the package.
10) Learn from P&G: They are disciplined. They only enter categories they think will grow. They have multiple brands that compete against each other. They invest heavily to launch a brand. They never change a successful strategy. 60% of the ads show a demonstration. They communciate the name of the products repeatedly. The names fo the products are easy and simple. They don't use celebrities. (pg 155)
As for dogmatism, it's actually refreshing to get an unambiguous read on a profession that is by nature nebulous, and if anyone has a right to an opinion, he's the man.
The chapter on print advertising contains enough densely packed information to allow an intelligent novice to design and write a creditable ad, and the book concludes with a series of short profiles of advertising pioneers such as Leo Burnett that are highly engrossing.
Ogilvy's writing style is exemplary for anyone in the communications field: terse, forceful, devoid of hot air. Anyone interested in advertising, marketing, or public relations---or in David Ogilvy as a figure in his own right---will enjoy this classic.
Most Recent Customer Reviews
Very well written book. Candid to a fault but that is what makes the book exceptional. Of course a lot has changed since the book was written but the fundamentals of advertising... Read morePublished 19 days ago by Mutahi Mureithi
Upon graduation from school I was unsure about what career path I wanted to pursue. I had a strong interest in marketing/advertising, but didn't really no where to begin. Read morePublished 21 days ago by Amazon Customer
This book is over 30 years old but offers great insight into the world of advertising. New technologies come and go but principals remain the same.Published 1 month ago by Charles M. Webb, III
Good book full of real life examples of good ads. Definitely recommend as this can be a useful guide for making copy of your own as well as studying the art of fine advertising. Read morePublished 1 month ago by bob
I gave it three stars because all the data and facts of the book are outdated. Says things like: "the longer the copy, more effective", something not very applicable... Read morePublished 2 months ago by Reinaldo Hernández Ochoa
If you are in advertising, a market that touches advertising, or even just want to move into advertising, read this book.Published 3 months ago by 😁
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! Read morePublished 3 months ago by Nicholas J. Poduska