Ogilvy on Advertising Paperback – 1983
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Ogilvy on Advertising
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Top Customer Reviews
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.
Some of his ads are still recognizable long after the client's campaign ended. Ogilvy created the Hathaway Shirt Man (with eye patch) for instance. In this book he discusses his competitors on Madison Ave with admiration of ads that were executed brilliantly, for they teach lessons he always believed in. He himself loved print ads and today his firm's magazine ads look, well, wordy. But they worked because he believed in giving the customer accurate and honest information.
If the reader is interested in or studying advertising, graphic art, or marketing, this is standard text. And it does not hurt that Ogilvy is a witty and engaging teacher.
One piece of advice was 'Never hire the children of your best customer, you have everything to loose and nothing to gain'. I worked for a company that did just that, I advised against it and even quoted Ogilvy. The company hired him and it turned into a disaster beyond comprehension.
David Ogilvy was the man. His ads did one thing and that was make money for his clients. Whether he did direct mail ,magazine, or newsprint ads his focus was always on the client.
What you get out of this book is an understanding of the thought process in putting together an ad that works. Its not enough jut to understand that reverse copy is difficult to read, but the message is what's important. If you have made it difficult to read then you've lost the point. Might look good, but nor retention and consumer action.
The examples in the book are all clear and easy to see how effective they were. The ads may be from the hey day in advertising but the concepts still apply today. Simple concepts with a clear message, may sound easy but is very difficult to do correctly. Many of his most effective pieces were all typography. Somewhat of a lost art in today's world of viral Youtube!
Communicate the message in an effective manner and make money for your clients.
This book is a must read for anyone in advertising,packaging and marketing.
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.
What is particularly nice about it, is that Mr. Oglivy simplifies very complicated subjects, trying to have a 30,000 feet view of the problem, explain the essentials, and give some general guidelines. If you follow the Mr. Ogilvy's thinking pattern, and the principles emphasized (as posed to specific examples) you will be able to learn some of the most important lessons you will ever learn in this field.
To conclude, very recommended, and a must read for all people in the advertising business.
Most recent customer reviews
Great insight into the world of advertising. Many (if not all) concepts relevant in today's evolving media world.Published 7 months ago by Mitch Calvert
good read. Helpful towards a thorough understanding of the subject.Published 8 months ago by Catherine Fu
I really like the text and quality of print. The only reason I didn't give it 5 stars is the weight; all pages are glossed which makes the book a little difficult to handle.Published 10 months ago by Ali Ebrahimi
Over the years I've bought this book half a dozen times. The people I lend it to never want to give it back.Published 14 months ago by Roy Semple
A wonderfully written book by the father of Advertising. If you buy one book on Advertising - this should be it. You will refer to it more than any other. Love it!Published 21 months ago by Krista Albrecht
Ogilvy was an icon in print advertising. Great to see his insight and views, but also gives basic pointeers in developing print ads. Read morePublished on Nov. 16 2011 by Brian C. Hanson
Want to understand how to be a copywriter or an art director? You need two books, and then you need to start making ads. Ogilvy's is one of them. Read morePublished on April 11 2002 by Michael Gebert