Ogilvy on Advertising

David M. Ogilvy

Ogilvy on Advertising

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21min

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David Ogilvy rewrote history and set new standards with his clean, clear, and direct style, at a time when the majority of advertising took place in the pages of newspapers. Written in the early Eighties, Ogilvy on Advertising is a book in which a passion for the work of copywriters, advertisers, and creative directors oozes from every page. However, this is also a useful book for anyone still active in these professions today. In spite of the amount of time that has passed since its initial  publication, and the digital technologies and the evolutions that have since come into play, the mechanisms driving people to take action and make a purchase have remained fairly constant. When put under the microscope, advertising proves to consistently exploit the same core levers, and, if done well, will endure through time – just like many of Ogilvy’s campaigns.

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Analysis and key concepts

01.

Advertising is a lucky balance between copy and image

02.

Positioning: what the product does, and who it’s targeted at

03.

The advertiser must be able to recognise big ideas when they come along

04.

Convey positive values ​​and repeat past victories

05.

How to run an advertising agency

06.

Good advertising is the best way to find new clients

07.

Advertising for television in sixteen points

08.

Travel advertising

09.

The miracles of research

10.

The evolution of advertising: 13 changes Ogilvy predicted

11.

Quotes

12.

Take-home message

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Many useful tips to:

  • Learn about the father of copywriting - the man who created some of the most famous world-renowned advertising campaigns.
  • Gain a deeper understanding into the work of copywriters and creatives within communication and advertising agencies.
  • Discover the ideas of a person central to advertising, who has always delved passionately into every aspect of his work.

David Mackenzie Ogilvy is known as the "father of advertising", thanks to the campaigns that he was responsible for during the twentieth century, which went on to achieve worldwide fame. In 1962, Time called him "the most sought-after wizard in today’s advertising industry". His Ogilvy & Mather agency now has nearly 150 offices in 40 different countries. On Advertising was released for the first time in 1983, and is a text that follows on from the story and ideas that Ogilvy had already presented in his Confessions of an Advertising Man, which is considered obligatory reading for anyone working in marketing, communications, and advertising.

Publishing house:

Carlton Books Ltd

Year:

1985

Pages:

224

ISBN:

978-0394729039