September 26, 2011
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Free Ebook , by David Ogilvy
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, by David Ogilvy
Free Ebook , by David Ogilvy
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Product details
File Size: 59506 KB
Print Length: 224 pages
Publisher: Vintage; 1st Vintage Books ed edition (September 11, 2013)
Publication Date: September 11, 2013
Language: English
ASIN: B00EMXBZKA
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Amazon Best Sellers Rank:
#40,101 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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 It is also amusing at times to see the changing social norms that make some of the tropes and hooks feel outdated.Good read as a part of a comprehensive look at advertising but don't think this is the only thing that must be read, or that it should be taken as gospel.
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!
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 outHey, 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 CustomersThose will get you started.
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+
This is not a textbook and it is not a new book, so you won't read about any kind of internet advertising and you're definitely getting one perspective (but you couldn't find a better perspective if you had to choose just one). If you want an overview of the core principles that are true for ALL ad-like communications, this is a must-read. The medium might change, but the principles remain the same -- and nobody knew the principles like David Ogilvy. For those wanting a current view of the ad world -- especially involving internet or social media -- read this book FIRST and then buy any of a number of books on current practices. This will teach you the fundamentals.
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