Ogilvy on Advertising Paperback – 5 Mar 2007
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From the Inside Flap
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." 223 photos. --This text refers to an out of print or unavailable edition of this title.
About the Author
In 1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting with no clients and a staff of two, he built his company into one of the eight largest advertising networks in the world. He wrote three books about the basic principles of modern advertising: Confessions of an Advertising Man, Blood, Brains & Beer and Ogilvy on Advertising. Sadly, he died in 1999.
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Top Customer Reviews
My only argument with it is it's lack of a digital angle (which is understandable, it's over 30 years old). For example, Ogilvy claims that serif copy reads better than sans serif. Whilst this may be true, it's probably only true in print and not in digital (often, you don't have a choice in digital). Equally, his main reasoning behind the serif font being better is that the eye is better trained to reading it. In the internet age, this is perhaps not always the case any more.
There are a few other instances where the age of this book does show, but fundamentally, what made good advertising 100 years ago still makes good advertising today. And, more importantly, reasons behind bad advertising 100 years ago will continue to be the reasons behind bad advertising today and tomorrow and the next...
However, the one problem I found with this book is that the material is very dated.
On subjects of market research, split testing and copywriting style, Ogivly discusses the way in which he improved the sales of literally thousands of different product-lines through successful advertising campaigns, but I couldn't help but to compare Ogilvy's dated methodology with the modern - and proven - methods which exist today. And some of Ogilvy's are wrong. For example, Ogilvy talks about the length of copy used in his ads. He states that longer copy works best to generate more sales revenue. Of course, this statement simply isn't true in today's world and is very much dependant on dozens of factors including medium of advert, product being advertised. The list goes on.
I would highly recommend this book to anyone working in advertising and/or marketing, as the book provides some deep and meaningful advice for even the experienced marketing professional, but the reader should bear in mind the year in which this book was written before using some of the advice in his next advertising campaign.
David explains the principles in easy to understand language.From people need to justify their purchases to p
eople don`t like being sold to
Fantastic book worth it`s weight in gold
-actual layout and presentation, beautiful with coloured pictures, clear layout and font
-quotes and research behind techniques
-feels like you are talking to Ogilvy himself in the manner of the wording
-covers all principles of advertising at that time
-dated techniques (although Ogilvy states himself many times that its the principles to focus on, not the techniques)
So for someone interested in advertising, its like a history book but feels very contemporary, it of course does not include the tech book hence much of advertising is not included such as the internet, social media etc but for its time and the principles covered 5/5
Most Recent Customer Reviews
Interesting read, a bit out of date but that is to be expected.Published 2 months ago by Amazon Customer
I did read this to discover the Founder's version of the origins of the company & too because he was a leader in advertising - certainly changed the face of it! Good writer.Published 4 months ago by Lindsey Clare Gee-Turner
Didn't think I was going to like this book when I flicked through it. Turned out that I loved it. Even though some of the bits are a bit dated it's a great read and still as... Read morePublished 5 months ago by Amazon Customer