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Ogilvy on Advertising Paperback – March 12, 1985

by David Ogilvy (Author)

295 customer reviews

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A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business."

Told with brutal candor and prodigal generosity, David Ogilvy reveals:

• How to get a job in advertising
• How to choose an agency for your product
• The secrets behind advertising that works
• How to write successful copy—and get people to read it
• Eighteen miracles of research
• What advertising can do for charities

And much, much more.

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Editorial Reviews

From the Inside Flap

A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." 223 photos.

About the Author

David Ogilvy (1911–1999) was a business executive who founded the advertising, marketing, and PR agency Ogilvy & Mather in 1948. Throughout his illustrious career, the mogul Time magazine called “the most sought-after wizard in the business” shared his knowledge of the industry in the books Ogilvy on Advertising and the bestselling Confessions of an Advertising Man.

Product details

Paperback: 224 pages
Publisher: Vintage; 1st Vintage Books ed edition (March 12, 1985)
Language: English
ISBN-10: 039472903X
ISBN-13: 978-0394729039
Product Dimensions: 7.4 x 0.6 x 9.7 inches
Shipping Weight: 1.4 pounds (View shipping rates and policies)
Average Customer Review: 295 customer reviews
Amazon Best Sellers Rank: #18,393 in Books (See Top 100 in Books)
- #4 in Books > Arts & Photography > Graphic Design > Commercial > Advertising
- #42 in Books > Business & Money > Marketing & Sales > Advertising
- #131 in Books > Politics & Social Sciences > Social Sciences > Communication & Media Studies

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Nicholas J. Poduska

You'll learn something from this book! I'm sure of it!

October 31, 2015

Format: PaperbackVerified Purchase

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!

10 people found this helpful

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C McATop Contributor: Raspberry Pi

Holds up well given the shift in advertising since this was written 30+ years ago

May 2, 2017

Format: PaperbackVerified Purchase

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.

3 people found this helpful

Comment

Learn from one of the Masters in Advertising

May 19, 2011

Format: PaperbackVerified Purchase

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.

9 people found this helpful

Comment

Worth Every Penny, and then Some

February 11, 2007

Format: PaperbackVerified Purchase

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+

14 people found this helpful

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Timeless Resource

December 29, 2012

Format: HardcoverVerified Purchase

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.

2 people found this helpful

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