Ogilvy on Advertising by David Ogilvy

Ogilvy on Advertising by David Ogilvy is one of the most well-known and highly-regarded books on advertising ever written. Written by an industry legend and founder of the renowned advertising agency Ogilvy & Mather, the book is an in-depth exploration of the principles of effective advertising, the tools and techniques used to create successful ads, the key elements of advertising copywriting, and even advice on managing an advertising agency.

Ogilvy begins by discussing what he believes makes advertising effective. Ogilvy insists that ad executives must understand the customer’s needs and psychology and design ads with those in mind, explaining that “the consumer is not a moron, she is your wife.” He also advocates for trustworthy advertising, as he believes it to be the only way to truly earn the customer’s trust. In addition to understanding customer psychology, Ogilvy recommends utilizing research to ensure the effectiveness of an advertisement by testing the ad in scientific methods.

In addition to discussing the principles of good advertising, Ogilvy also provides a wealth of tools and techniques for creating successful advertisements. He outlines how to write effective headlines and copy, how to design layouts to best present ideas, how to use color, and how to make sure that the advertisement will stand out in the crowd. He also emphasizes the importance of advertising placement and advises that, if done properly, this can be a key factor in determining the success of an ad.

One of the most valuable sections of Ogilvy on Advertising is his discussion of creativity and how it can be used to great success in advertising. Ogilvy notes that creativity commonly leads to breakthroughs in marketing, but advises that the idea must have meaning, must have a proper execution, and should be backed up by proper research in order for it to have a chance at success. Ogilvy also explains the importance of creativity in advertising and the importance of choosing and employing the best creative minds for an agency’s advertising campaigns.

Finally, Ogilvy provides advice on managing advertising agencies, ranging from the importance of selecting the best personnel to developing a good overall strategy. He emphasizes the importance of the people in an agency, as the skill and hard work of account managers, copywriters, and designers are necessary for success. Ogilvy also encourages agencies to stay on the cutting edge of developments in technology and media, and explains that keeping ahead of the competition is the key to success.

Ogilvy on Advertising is one of the most influential and highly-regarded books on the subject ever written, and no advertising education is complete without reading it. It provides deep insight into the principles of effective advertising, creative tools and techniques, advice on managing an agency, and invaluable lessons in copywriting. Written with the eye of an expert, Ogilvy on Advertising is truly an essential read for anyone in the field of advertising and marketing.