Author: David Ogilvy

Publisher: Vintage

Pub. in: March, 1985

ISBN: 039472903X

Pages: 224

Measurements: 9.7 x 7.4 x 0.6 inches

Origin of product: USA

Order code: BA00769

Other information: 1st Vintage Books Ed edition
ISBN-13: 978-0394729039

The psychiatrists say that everybody should have a hobby.
The hobby I recommend is advertising.
-David Ogilv

David Ogilvy was an incredible advertising man. He helped establishing modern advertising with his big ideas. He "let the way in bringing salesmanship and good taste together for the first time in American advertising." He produced many of the world's most famous and sophisticated advertising campaigns. His style, wit and convictions helped mold an industry. But most importantly, they sold. His copy was written to sell products and followed the basic rules of advertising: research and position the product, develop a brand image, build culture, and have a big idea.

Ogilvy & Mather was built on David Ogilvy's principles: in particular, that the function of advertising is to sell, and that successful advertising for any product is based on information about its consumer. Today, Ogilvy & Mather is one of Madison Avenue’s premier advertising agencies. It is the sixth biggest agency in the world, with 10,000 employees in 367 offices in 100 countries. It is one of the most cohesive international agency networks in the world. David Ogilvy stamped his personality on his agency from the first day when he founded it in New York. To Ogilvy & Mather, “the brand” is the most important consideration. The business is built around this concept, and even brands itself. David Ogilvy's quote "To be most valued by client who most values brands" is on the first page of every power point presentation of Ogilvy & Mather worldwide. Also Integral to the Ogilvy & Mather philosophy is the notion of Worldwide Client Services (WCS), which was developed by David Ogilvy in 1970s. David Ogilvy's signature is on this major international agency. His penned name has been adopted as part of the corporate image. The single scrip word Ogilvy on a red background is part of the new corporate identity worldwide.

It would be easy for you to think that a book on advertising first published in 1984 would be so out of date as to be obsolete today, but in this case you would be wrong. No, it doesn't cover Internet ads, cell phone text message ads, electronic ads in elevators and taxis, or other recent "innovations," but the lessons here apply to any media - old or new. That's part of what makes this so indispensible, especially if you ever hope to own and run an ad agency.

Some of the chapter titles are:
- How to produce advertising that sells
- How to run an ad agency
- How to get clients
- The secrets of success in business-to-business advertising
- 18 miracles of research
- Is America still top nation?
- What's wrong with advertising?

The straightforward style and clarity of message you read in those titles is indicative of how Ogilvy spoke in person, and how he speaks throughout this book. And unlike the actual text books foist upon me in college, these chapters are written by someone who actually lived the life and made a serious fortune doing it. This is not a technical "how to" book, of course, but knowing the principles behind each of these topics before reading the technical how-to is extremely helpful.

Several great and helpful ideas:

1. Branding means giving your product personality.
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.
14. According to Ogivly, "...advertising is no more and no less than a reasonably efficient way to sell."

"This is not a book for readers who think they already know all there is to be known about advertising. It is for young hopefuls - and veterans who are still in search of ways to improve their batting average at the cash register."
- From quoting Brad Shorr

Target readers: Readers who are interested in advertising, marketing, or public relations

Better with Tested Advertising Methods (Prentice Hall Business Classics) :

			2 Buy with : ¥ 376.00
			Quantity:  +112345678910