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Ogilvy on Advertising summary
David Ogilvy
Discover the Coveted Secrets of Advertising Genius David Ogilvy
16 mins
Brief summary
Ogilvy on Advertising is a classic guide to the world of advertising written by David Ogilvy. This book provides valuable insights into the principles and strategies of effective advertising, drawing on the author's vast experience in the industry.
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Ogilvy on Advertising
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The anatomy of impactful advertising
Ever wondered why certain advertisements stick in your mind while others are forgotten moments after you see them?
In the bustling advertising world, where agencies fiercely compete for attention, the difference between a successful advertisement and an ineffective one can be vast. As John Caples, a notable stalwart in direct response copywriting, aptly points out, two seemingly identical advertisements – same space, duplicate publication, similar design – can yield radically different results. The critical differentiator? The appeal they use to hook viewers.
Imagine pouring millions into an advertising campaign only to discover it discourages sales. Well, this isn’t a mere hypothetical; it’s a reality many have faced. A certain beer brand's lavish campaign led to a dip in consumption among those who recalled the ad. And there’s also George Hay Brown’s Ford experiment with Reader’s Digest: interestingly, those who weren’t exposed to the Ford ads ended up purchasing more of the cars.
So, you can see why advertising has to be great if it exists at all – and it starts with some serious product homework. When Ogilvy first serviced Rolls Royce, he spent three weeks extensively reading about the brand. This effort led to an iconic headline about its quietness at 60 miles an hour. Meanwhile, a three-week visit to Mercedes’ headquarters in Stuttgart allowed him to advertise facts that dramatically boosted the company’s US sales.
Here’s another million-dollar insight: behind every memorable ad is an inventive, unique idea. A great idea chimes with the subconscious, combining well-informed insights with creativity. Think of the horse-drawn van for Pepperidge Farm bread, or the Marlboro cowboy campaign – these ads’ longevity and universal appeal underscore the power of big, bold ideas.
Of course, positioning and brand image are also paramount. How you position your product can make or break its market success. Dove, for one, could have been a detergent bar for men, but it's now seen as a classic moisturizing solution for women. In short, your brand image – essentially the product's personality – must be consistently projected to build and sustain trust.
Once you’re versed in what it takes to create impactful advertising, you’re all set to deliver through the art of compelling commercials.
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What is Ogilvy on Advertising about?
Ogilvy on Advertising (1983) offers insights into the world of advertising from the Father of Advertising himself: David Ogilvy. With practical tips on copywriting, design, and media – and a showcase of iconic ad campaigns – it serves as both a guide and a manifesto for aspiring advertisers.
Ogilvy on Advertising Review
Ogilvy on Advertising (1983) is a comprehensive guide to successful advertising by advertising legend David Ogilvy. Here's why this book is worth reading:
- It offers practical strategies and insights from a true industry expert, allowing readers to learn from a master of the craft.
- With its real-life case studies and examples of successful campaigns, the book provides invaluable inspiration and guidance for advertising professionals.
- The book's no-nonsense approach and direct writing style make it an engaging and enjoyable read, ensuring that readers won't find it boring.
Who should read Ogilvy on Advertising?
- Copywriters looking to up their advertising game
- Marketing maestros and branding buffs
- General ad enthusiasts
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Ogilvy on Advertising FAQs
What is the main message of Ogilvy on Advertising?
The main message of Ogilvy on Advertising is to create effective and persuasive advertising campaigns.
How long does it take to read Ogilvy on Advertising?
The reading time for Ogilvy on Advertising varies, but it can be read in a few hours. The Blinkist summary can be read in just 15 minutes.
Is Ogilvy on Advertising a good book? Is it worth reading?
Ogilvy on Advertising is a must-read for anyone interested in advertising. It provides valuable insights and practical tips to improve your marketing strategies.
Who is the author of Ogilvy on Advertising?
The author of Ogilvy on Advertising is David Ogilvy.
What to read after Ogilvy on Advertising?
If you're wondering what to read next after Ogilvy on Advertising, here are some recommendations we suggest:
- Gap Selling by Keenan
- Truth, Lies and Advertising by Jon Steel
- Influence by Robert B. Cialdini
- You Were Born Rich by Bob Proctor
- Renegade Marketing by Drew Neisser
- This Is Marketing by Seth Godin
- The Humor Habit by Paul Osincup
- Sell Like Crazy by Sabri Suby
- 80/20 Internet Lead Generation by Scott A. Dennison
- Persuasive Copywriting by Andy Maslen