Title: Ogilvy on Advertising
Author: David Ogilvy
First published January 1, 1983
224 pages, Paperback
ISBN: 9780394729039 (ISBN10: 039472903X)
Rating: 4.14
Overview
David Ogilvy, the father of modern advertising, shares his wisdom and experience in his book “Ogilvy on Advertising.” With unparalleled candor and generosity, he offers insights into the world of advertising, including the secrets behind successful campaigns and the miracles of research that make them possible. Whether you’re a job seeker, a marketer, or a charity looking to make an impact, Ogilvy’s advice on agency selection, copywriting, and more is essential reading.
Learn from the best and elevate your advertising game with “Ogilvy on Advertising.”
About the Author
David Mackenzie Ogilvy was born in West Horsley, England, on June 23, 1911. He attended Fettes College in Edinburgh and Christ Church, Oxford, although he did not finish his degree.
After Oxford, Ogilvy moved to Paris and worked in the kitchen of the Hotel Majestic. It was there that he learned valuable skills such as discipline, management, and the importance of moving on from dead-end jobs.
He then returned to England and began selling cooking stoves door-to-door.
Ogilvy’s career with Aga Cookers was impressive, as he sold stoves to a wide range of people, including nuns and drunkards. In 1935, he wrote a sales guide for Aga salesmen that was regarded as one of the best ever written by Fortune magazine.
One of its key suggestions was to focus on the quality of salesmanship, rather than just the quantity of calls made.
In 1938, Ogilvy moved to the United States and began working for George Gallup’s Audience Research Institute in New Jersey. Gallup’s emphasis on meticulous research methods and adherence to reality greatly influenced Ogilvy’s thinking.
Editoral Review
David Ogilvy’s Ogilvy on Advertising is a must-read for anyone interested in the art and science of marketing. Since its publication in 1983, the book has become a classic in the field, providing foundational principles for advertisers and marketers alike.
A giant in the industry himself, Ogilvy was the founder of the renowned advertising agency Ogilvy & Mather, and his insights and strategies have stood the test of time. The book is written in Ogilvy’s charming and witty style, infused with stories and anecdotes from his long and illustrious career.
Throughout the text, Ogilvy stresses the importance of research, creativity, and strategy in advertising, advocating for a data-driven and customer-centric approach to marketing. He covers a broad range of topics, from copywriting to media planning, and provides practical advice on how to create effective advertising campaigns.
One of the strengths of Ogilvy on Advertising is its accessibility. Ogilvy’s writing is clear and concise, and he breaks down complex concepts into practical steps that anyone can follow.
He also provides examples from his own campaigns, including the iconic “The man in the Hathaway shirt” ad, which he describes in detail, offering insights into his thought process and creative approach. Despite its age, the book remains relevant today, offering timeless lessons for marketers and advertisers.
Ogilvy’s emphasis on research and customer insight, for instance, is even more crucial in the age of big data and the rise of customer experience. His focus on storytelling and emotion in advertising is also as relevant today as it was when he wrote the book, as consumers continue to crave authentic and engaging brand experiences.
Of course, the book has its limitations. It reflects a bygone era of advertising, where print and TV were the dominant media, and brands had more control over their messaging.
Some of the advice, while still useful, may need to be adapted for the digital age. That being said, the principles outlined in Ogilvy on Advertising still hold true, and the book serves as a valuable resource for anyone looking to excel in the field of marketing.
In conclusion, Ogilvy on Advertising is a classic for a reason. It provides a wealth of knowledge and practical advice for anyone interested in the world of advertising and marketing.
With its clear and engaging writing style, and its emphasis on strategy and creativity, the book is a must-read for marketers, advertisers, and anyone looking to understand the power of persuasion. I rate this book a 4 out of 5, as it remains a valuable resource, with minor adjustments required for contemporary settings.
