Ogilvy on Advertising

" Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and ...

Author: David Ogilvy

Publisher: Vintage

ISBN: 0804170053

Category: Social Science

Page: 224

View: 439

A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.

Confessions of an Advertising Man

Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller.

Author: David Ogilvy

Publisher: No Exit Press

ISBN: 9781904915010

Category: Business & Economics

Page: 207

View: 959

Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller. Regarded as the father of modern advertising, David Ogilvy created some of the most memorable advertising campaigns that set the standard for others to follow. Anyone aspiring to be a good manager in any kind of business should read this.

Ogilvy on Advertising in the Digital Age

This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.

Author: Miles Young

Publisher: Bloomsbury Publishing USA

ISBN: 1635571472

Category: Education

Page: 288

View: 978

From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future. This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.

Ogilvy on Advertising Summary and Analysis

One of the most important points of this book is that originality and creativity should not be sought after for its own sake: if a strategy works in advertising, then use it.

Author: Adam Harrison

Publisher: Createspace Independent Publishing Platform

ISBN: 9781978024595

Category:

Page: 26

View: 788

Ogilvy on Advertising was written in 1983 by David Ogilvy. He was a prominent advertiser who shared his knowledge about how to advertise, how to get a job in advertising, and described changes happening in the world of advertising at the time. One of the most important points of this book is that originality and creativity should not be sought after for its own sake: if a strategy works in advertising, then use it. Advertising is possibly one of the most stressful occupations and does not pay well unless you absolutely love it. The author is forthcoming about many mistakes he made in the advertising industry. Ogilvy opens by emphasizing that good advertising does not just simply make people admire your message for its creativity; it influences people to action. It's a simple adage, yet easy for many advertisers to forget.

Summary

It is considered required reading in many advertising classes in the United States. Ogilvy was partly an advertising copywriter, and the book is written as though the entire book was advertising copy.

Author: Chase Adams

Publisher: Createspace Independent Publishing Platform

ISBN: 9781723495021

Category:

Page: 28

View: 328

Confessions of an Advertising Man is a 1963 book by David Ogilvy. It is considered required reading in many advertising classes in the United States. Ogilvy was partly an advertising copywriter, and the book is written as though the entire book was advertising copy. It contains eleven sections: How to Manage an Advertising Agency How to Get Clients How to Keep Clients How to be a Good Client How to Build Great Campaigns How to Write Potent Copy How to Illustrate Advertisements and Posters How to Make Good Television Commercials How to Make Good Campaigns for Food Products, Tourist Destinations and Proprietary Medicines How to Rise to the Top of the Tree Should Advertising Be Abolished? In August 1963, 5000 copies of the book were printed. By 2008, more than 1,000,000 copies had been printed.

We Are What We Sell How Advertising Shapes American Life And Always Has 3 volumes

Thus, in my book, he is indeed the seventh giant who invented modern
advertising. “I Hate Rules”13 While Confessions of an Advertising Man and
Ogilvy on Advertising read more like instruction manuals—do this, don't do that—
Ogilvy, in his ...

Author: Danielle Sarver Coombs

Publisher: ABC-CLIO

ISBN: 0313392455

Category: Social Science

Page: 1004

View: 514

For the last 150 years, advertising has created a consumer culture in the United States, shaping every facet of American life—from what we eat and drink to the clothes we wear and the cars we drive. • Includes original essays by noted cultural and advertising historians, commentators, and journalists • Provides analysis from experts in advertising and popular culture that places American advertising in historical and cultural context • Supplies a comprehensive examination of advertising history and its consequences across modern America • Presents an extensive analysis of the role of new media and the Internet • Documents why advertising is necessary, not only for companies, but in determining what being "an American" constitutes

An Autobiography

Now, this updated edition of David Ogilvy's autobiography presents his extraordinary life story and its many fascinating twists and turns.

Author: David Ogilvy

Publisher: John Wiley & Sons

ISBN: 9780471180029

Category: Biography & Autobiography

Page: 196

View: 322

A unique personality . . . "Ogilvy, the creative force of modern advertising." --The New YorkTimes "Ogilvy's sharp, iconoclastic personality has illuminated theindustry like no other ad man's." --Adweek. . an acclaimed author. Praise for Confessions of an Advertising Man by David Ogilvy "A writing style that snaps, crackles, and pops on every page."--The Wall Street Journal. "An entertaining and literate book that can serve as a valuableprimer on advertising for any businessman or investor."--Forbes. "I remembered how my grandfather had failed as a farmer and becomea successful businessman. Why not follow in his footsteps? Why notstart an advertising agency? I was thirty-eight. . . .nocredentials, no clients, and only $6,000 in the bank." Whatever David Ogilvy may have lacked in money and credentials, hemore than made up for with intelligence, talent, and ingenuity. Hebecame the quintessential ad man, a revolutionary whose impact onhis profession still reverberates today. His brilliant campaignswent beyond successful advertising, giving rise to such pop cultureicons as the famous Hathaway shirt man with his trademark blackeyepatch. His client list runs the gamut from Rolls Royce to SearsRoebuck, Campbell's Soup to Merrill Lynch, IBM to the governmentsof Britain, France, and the United States. How did a young man who had known poverty as a child in England,worked as a cook in Paris, and once sold stoves to nuns in Scotlandclimb to the pinnacle of the fast-paced, fiercely competitive worldof advertising? Long before storming Madison Avenue, David Ogilvy'slife had already had its share of colorful experiences andadventure. Now, this updated edition of David Ogilvy'sautobiography presents his extraordinary life story and its manyfascinating twists and turns. Born in 1911, David Ogilvy spent his first years in Surrey (BeatrixPotter's uncle lived next door, and his niece was a frequentvisitor). His father was a classical scholar who had played rugbyfor Cambridge. "My father . . . did his best to make me as strongand brainy as himself. When I was six, he required that I shoulddrink a tumbler of raw blood every day. When that brought noresult, he tried beer. To strengthen my mental faculties, heordered that I should eat calves' brains three times a week. Blood,brains, and beer: a noble experiment." Before marrying, his motherhad been a medical student. When World War I brought economic disaster to the family, they wereforced to move in with relatives in London. Scholarships toboarding school and Oxford followed, and then, fleeing academia,Ogilvy set out on the at times surprising, at times rocky road toworldwide recognition and success. His remarkable journey wouldlead the ambitious young man to America where, with George Gallup,he ran a polling service for the likes of Darryl Zanuck and DavidO. Selznick in Hollywood; to Pennsylvania, where he became enamoredwith the Amish farming community; and back to England to work forBritish Intelligence with Sir William Stephenson. Along the way,with the help of his brother, David Ogilvy secured a job withMather and Crowther, a London advertising agency. The rest ishistory. An innovative businessman, a great raconteur, a genuine legend inhis own lifetime, David Ogilvy is one of a kind. So is hisautobiography.

The Unpublished David Ogilvy

This is a business book unlike any other: a straightforward and incisive look at subjects such as salesmanship, management and creativity, presented in his trademark crisp prose.

Author: David Ogilvy

Publisher: Profile Books

ISBN: 1847659454

Category: Business & Economics

Page: 208

View: 537

First collected by his devoted family and colleagues as a 75th birthday present, The Unpublished David Ogilvy collects a career's worth of public and private communications - memos, letters, speeches, notes and interviews - from the 'Father of Advertising' and founder of Ogilvy & Mather. Still fizzing with energy and freshness more than 25 years after it was first published, its success outside the private circle of friends and colleagues it was created for was, in the words of one of its editors: 'because so often he spoke out on important matters long before the crowd caught up to him; because all of what he says, he says so well; because so little of what he says in the book had ever before appeared in print'. It includes The Theory and Practice of Selling the AGA Cooker, described by Fortune magazine as 'the finest sales instruction manual ever written', and an interview in which he makes disclosures that even long-standing associates had never heard before. This is a business book unlike any other: a straightforward and incisive look at subjects such as salesmanship, management and creativity, presented in his trademark crisp prose. Whether carefully prepared for a lecture or as a private joke to a friend, his writing always underlines the importance of the rule, 'it pays an agency to be imaginative and unorthodox'.

Fables Fashions and Facts About Advertising

Young refers to lessons he learned from direct response in How to Become an
Advertising Man, p. 80; Ogilvy did the same in Confessions of an Advertising Man
, pp. 91–92. The Starch research is discussed in Jones, How Advertising Works, ...

Author: John Philip Jones

Publisher: SAGE

ISBN: 1452236836

Category: Business & Economics

Page: 328

View: 736

John Philip Jones, bestselling author and internationally known advertising scholar, has written a textbook to help evaluate advertising "fables" and "fashions," and also to study the facts. He uses the latest trends and cutting-edge research to illustrate their occasional incompleteness, inadequacy, and in some cases total wrongheadedness. Each chapter then attempts to describe one aspect of how advertising really works. Unlike most other advertising textbooks, Fables, Fashions, and Facts About Advertising is not written as a "how to" text, or as a vehicle for war stories, or as a sales pitch. Instead, it is a book that concentrates solely on describing how advertising works. Written to be accessible to the general public with little or no experience studying advertising, it makes the scholarship of an internationally renowned figure accessible to students taking beginning advertising courses.

The King of Madison Avenue

David Ogilvy and the Making of Modern Advertising Kenneth Roman.
PHOTOGRAPHS AND ART CREDITS Cover photo © Annie Liebovitz/Contact
Press Images Author photo © Michael J. Leu Fettes illustration—courtesy Fettes
College Fleet ...

Author: Kenneth Roman

Publisher: St. Martin's Press

ISBN: 9780230618343

Category: Business & Economics

Page: 304

View: 263

From the former CEO of Ogilvy & Mather, the first biography of advertising maverick David Ogilvy Famous for his colorful personality and formidable intellect, David Ogilvy left an indelible mark on the advertising world, transforming it into a dynamic industry full of passionate, creative individuals. This first-ever biography traces Ogilvy's remarkable life, from his short-lived college education and undercover work during World War II to his many successful years in New York advertising. Ogilvy's fascinating life and career make for an intriguing study from both a biographical and a business standpoint. The King of Madison Avenue is based on a wealth of material from decades of working alongside the advertising giant, including a large collection of photos, memos, recordings, notes, and extensive archives of Ogilvy's personal papers. The book describes the creation of some of history's most famous advertising campaigns, such as: * "The man in the Hathaway shirt" with his aristocratic eye patch * "The man from Schweppes is here" with Commander Whitehead, the elegant bearded Brit, introducing tonic water (and "Schweppervesence") to the U.S. * Perhaps the most famous automobile headline of all time--"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock." * "Pablo Casals is coming home--to Puerto Rico." Ogilvy said this campaign, which helped change the image of a country, was his proudest achievement. * And his greatest (if less recognized) sales success--"DOVE creams your skin while you wash." Roman also carries Ogilvy's message into the present day, showing the contemporary relevance of the bottom-line focus for which his business ventures are remembered, and how this approach is still key for professionals in the modern advertising world.

Business

He was a late starter in advertising at 39. Yet he still made it to the top of his
profession - and made an indelible mark there too . Ogilvy died on 21 July 1999 .
GLOSE BUT NO GIGAR advertising agency , S.H. Benson , to invest a further ...

Author: 布卢姆斯伯里出版公司

Publisher: 中信出版社

ISBN: 9787800736599

Category: Business

Page: 2114

View: 892

责任者取自版权页。

Powers of Persuasion

The Inside Story of British Advertising 1951-2000 Winston Fletcher ... McDonald,
Colin, How Advertising Works, Advertising Association, with NTC Publications,
1992. ... Ogilvy, David, Confessions of an Advertising Man, Atheneum, 1963.

Author: Winston Fletcher

Publisher: OUP Oxford

ISBN: 0191647594

Category: Business & Economics

Page: 314

View: 337

During much of the second half of the 20th century advertising in Britain led the world. Yet no history of British advertising covering this heady period has previously been published. During those years advertising increasingly came to touch upon almost every aspect of every individual's life, and reached its peak as a proportion of the Gross National Product. It boosted economic growth and peoples' affluence. But at the same time the advertising industry was frequently under siege, as politicians, pressure groups, and others constantly sought to restrain its influence - and often succeeded. For several decades the creativity of British campaigns was preeminent around the globe. But Powers of Persuasion is not just about advertisements - it is about advertising. During those years Britain was also a world leader in setting industry benchmarks - innovating the account planning discipline, setting the standard for public service advertising, launching global advertising awards festivals, introducing the best system of advertising regulation, setting up both the world's largest advertising archive and the world's most comprehensive on-line advertising research databank. These were the keystones on which British creativity was built. Simultaneously, major British advertising companies - particularly Saatchi & Saatchi and WPP - raced to the top of the global league. Powers of Persuasion tells the authoritative story of this dynamic, exhilarating era, with pen portraits of the personalities involved, anecdotes, case histories, and essential data. Written (from the inside) by one of the industry's leaders, this is a book for all interested in advertising and its role in society, business, and the media.

Persuasive Advertising

Let me state that another way: Given the complexity of advertising and the
difficulty ongetting goodfeedback ... Ogilvy (1983), Ogilvy on Advertising; Antin(
1983), Great Print Advertising; Franzen (1994), Advertising Effectiveness;Roman,
Maas ...

Author: J. Armstrong

Publisher: Springer

ISBN: 0230285805

Category: Business & Economics

Page: 388

View: 148

Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this.

Advertising Account Planning

In his book Ogilvy on Advertising, David Ogilvy says, “Unless your campaign
contains a big idea, it will pass like a ship in the night.” The point is that there are
big ideas and there are execution ideas. For advertising to be truly remarkable,
you ...

Author: Larry Kelley

Publisher: Routledge

ISBN: 1317507436

Category: Business & Economics

Page: 262

View: 400

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

Guerrilla Marketing in 30 Days

Well-designed advertising is effective advertising. Well-designed does not just
mean a catchy slogan, an endorsing celebrity, or the ultimate in graphic design
and animation. David Ogilvy said in Ogilvy on Advertising (Vintage Books): ...

Author: Al Lautenslager

Publisher: Entrepreneur Press

ISBN: 161308269X

Category: Business & Economics

Page: 304

View: 841

Updated with fresh examples, the latest techniques and trends, new success stories, and fresh, practical marketing habits for today’s aspiring guerrillas, this new edition provides marketers with the latest guerrilla marketing tools and tactics. In just 30 chapters and 30 days, famous marketers Jay Conrad Levinson and Al Lautenslager show eager entrepreneurs how to zero in on their marketing goals and maximize their profits. New marketers learn from updated real-life examples and success stories and proven fundamental concepts, and use daily exercises to take their marketing to the next level — ultimately increasing profits, cutting costs, and gaining new customers. Topics detailed in this new edition include proximity marketing, thought leadership, integration of online and offline marketing, speaking and events, direct email, personalization, and implementation. With every step, Levinson and Lautenslager provide thorough action plans to help aspiring guerrillas stay on track, leaving no excuse for anything but success.

Advertising Sales and Marketing

David Ogilvy, Advertising mogul The man who did the most to make advertising
what it is today was himself a career changer. David Ogilvy was born in Surrey,
England, in 1911. Ogilvy inherited both financial sense and a hard work ethic
from ...

Author: Ken Mondschein

Publisher: Infobase Publishing

ISBN: 1438125704

Category: Advertising

Page: 150

View: 350

Guide for pursuing a career in the advertising field.

Ultimate Small Business Marketing Guide

1500 Great Marketing Tricks That Will Drive Your Business Through the Roof
James Stephenson ... Ogilvy, David. Ogilvy on Advertising. New York: Vintage
Books, 1987. Schmid, Jack. Creating a Profitable Catalog: Everything You Need
to ...

Author: James Stephenson

Publisher: Entrepreneur Press

ISBN: 1613080433

Category: Business & Economics

Page: 564

View: 448

The second edition of this comprehensive guide introduces new marketing, advertising, sales and public relations techniques to the 1,500 proven ideas from the first edition. It adds dozens of new high-tech strategies required to stay one step ahead in today’s highly competitive global marketplace. Off- and online resources have been updated and new ones—including blogs and new websites—have been added.

Media Selling

marketing with his 1960 article “Marketing myopia,” and he changed the
perception of advertising ten years later with his ... As David Ogilvy, the
advertising genius and practitioner par excellence, wrote to his advertising
agency copywriters in ...

Author: Charles Warner

Publisher: John Wiley & Sons

ISBN: 1444359274

Category: Business & Economics

Page: 616

View: 906

This newly revised and updated edition of Media Selling addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales. A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data

In My Blood

Quite by chance, I bought a book called Ogilvy on Advertising. It had a picture of
the author, David Ogilvy (who had founded Ogilvy & Mather in the US after the
Second World War), on the cover. I was intrigued because he looked a bit like a ...

Author: Greg Waggett

Publisher: IN MY BLOOD

ISBN: 0955704707

Category: Private security services

Page: 191

View: 911


Blood Brains and Beer

Author: David Ogilvy

Publisher:

ISBN:

Category: Advertising

Page: 118

View: 693