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袩褉芯 褉械泻谢邪屑褍
袧邪褋锌褉邪胁写褨 胁懈 薪褨褔芯谐芯 薪械 蟹薪邪褦褌械 锌褉芯 褉械泻谢邪屑褍. 袗谢械 褉械泻谢邪屑邪 蟹薪邪褦 胁褋械 锌褉芯 薪邪褋. 携泻芯褞 蟹褍斜薪芯褞 褖褨褌泻芯褞 谢褨锌褕械 泻芯褉懈褋褌褍胁邪褌懈褋褟 褨 褟泻懈泄 谐邪写卸械褌 胁邪褉褌芯 锌褉懈写斜邪褌懈, 褔芯屑褍 芯写薪褨 写卸懈薪褋懈 泻褉邪褖褨 蟹邪 褨薪褕褨 泄 褔芯屑褍 芯褑械泄 锌谢邪褋褌懈褉 褍褉褟褌褍褦 胁邪褋 薪械 谢懈褕械 胁褨写 锌芯写褉褟锌懈薪懈, 邪 褖械 泄 锌褨写谢邪褌邪褦 胁邪褕械 卸懈褌褌褟鈥� 孝邪泻, 褉械泻谢邪屑邪 蟹薪邪褦 锌褉芯 薪邪褋 褍褋械. 孝芯卸 褔邪褋 写褨蟹薪邪褌懈褋褟 胁褋械 锌褉芯 薪械褩.
笑褟 泻薪懈卸泻邪 鈥� 薪械 写谢褟 褔懈褌邪褔褨胁, 褟泻褨 胁胁邪卸邪褞褌褜 褋械斜械 蟹薪邪胁褑褟屑懈 褉械泻谢邪屑懈. 袙芯薪邪 写谢褟 屑芯谢芯写懈褏 褨 锌械褉褋锌械泻褌懈胁薪懈褏 鈥� 邪 褌邪泻芯卸 写谢褟 斜褍胁邪谢懈褏, 褟泻褨 泄 写芯褋褨 褕褍泻邪褞褌褜 褋锌芯褋芯斜褨胁 褍写芯褋泻芯薪邪谢懈褌懈 褉褨胁械薪褜 褋胁芯褩褏 锌褉芯写邪卸褨胁. 袉屑褨写卸 斜褉械薪写邪, 泻褍谢褜褌 泻褉械邪褌懈胁薪芯褋褌褨, 褋械泻褉械褌懈 褍褋锌褨褕薪芯褩 B2B-褉械泻谢邪屑懈, 褉械泻谢邪屑邪 写谢褟 褌芯锌-屑械薪械写卸屑械薪褌褍, 屑邪褉泻械褌懈薪谐 褍 锌械褉褨芯写 械泻芯薪芯屑褨褔薪芯谐芯 褋锌邪写褍, 褕邪斜谢芯薪懈 褌邪 褋褌械褉械芯褌懈锌懈, 褌械泻褋褌懈, 褖芯 褔褨锌谢褟褞褌褜, 褌邪 褨谢褞褋褌褉邪褑褨褩, 褟泻褨 蟹邪屑邪薪褞褞褌褜, 褨 褖械 泻褍锌邪 胁褋褜芯谐芯. 袛谢褟 泻芯卸薪芯谐芯, 褏褌芯 锌褉邪褑褞褦 褍 褋褎械褉褨 锌褉芯褋褍胁邪薪薪褟. 孝械锌械褉 胁邪褕褍 褉械泻谢邪屑褍 锌芯斜邪褔懈褌褜 褍胁械褋褜 褋胁褨褌!
袩褉芯 邪胁褌芯褉邪:
袉屑鈥櫻� 袛械胁褨写邪 袨覒褨谢胁褨 锌谢邪褌懈薪芯胁懈屑懈 谢褨褌械褉邪屑懈 胁锌懈褋邪薪械 胁 褨褋褌芯褉褨褞 褉械泻谢邪屑薪芯褩 褋锌褉邪胁懈. 袗写卸械 胁褨薪 鈥� 薪邪泄泻褉褍褌褨褕懈泄 泻芯锌褨褉邪泄褌械褉 褋胁褨褌褍 褨 蟹邪褋薪芯胁薪懈泻 泻褨谢褜泻芯褏 锌芯褌褍卸薪懈褏 泻芯屑锌邪薪褨泄. 袞褍褉薪邪谢 Time 薪邪蟹胁邪胁 袨覒褨谢胁褨 芦薪邪泄邪胁褌芯褉懈褌械褌薪褨褕懈屑 褋锌械褑褨邪谢褨褋褌芯屑 蟹 褉械泻谢邪屑懈禄. 小械褉械写 泻谢褨褦薪褌褨胁 泄芯谐芯 邪谐械薪褌褋褌胁邪 鈥� Adidas, American Express, Coca-Cola Company, DHL, Ford, Gillette, Kodak, Nestle, Shell, The New York Times, Unilever, Vodafone 褌邪 斜邪谐邪褌芯 褨薪褕懈褏.
笑褟 泻薪懈卸泻邪 鈥� 薪械 写谢褟 褔懈褌邪褔褨胁, 褟泻褨 胁胁邪卸邪褞褌褜 褋械斜械 蟹薪邪胁褑褟屑懈 褉械泻谢邪屑懈. 袙芯薪邪 写谢褟 屑芯谢芯写懈褏 褨 锌械褉褋锌械泻褌懈胁薪懈褏 鈥� 邪 褌邪泻芯卸 写谢褟 斜褍胁邪谢懈褏, 褟泻褨 泄 写芯褋褨 褕褍泻邪褞褌褜 褋锌芯褋芯斜褨胁 褍写芯褋泻芯薪邪谢懈褌懈 褉褨胁械薪褜 褋胁芯褩褏 锌褉芯写邪卸褨胁. 袉屑褨写卸 斜褉械薪写邪, 泻褍谢褜褌 泻褉械邪褌懈胁薪芯褋褌褨, 褋械泻褉械褌懈 褍褋锌褨褕薪芯褩 B2B-褉械泻谢邪屑懈, 褉械泻谢邪屑邪 写谢褟 褌芯锌-屑械薪械写卸屑械薪褌褍, 屑邪褉泻械褌懈薪谐 褍 锌械褉褨芯写 械泻芯薪芯屑褨褔薪芯谐芯 褋锌邪写褍, 褕邪斜谢芯薪懈 褌邪 褋褌械褉械芯褌懈锌懈, 褌械泻褋褌懈, 褖芯 褔褨锌谢褟褞褌褜, 褌邪 褨谢褞褋褌褉邪褑褨褩, 褟泻褨 蟹邪屑邪薪褞褞褌褜, 褨 褖械 泻褍锌邪 胁褋褜芯谐芯. 袛谢褟 泻芯卸薪芯谐芯, 褏褌芯 锌褉邪褑褞褦 褍 褋褎械褉褨 锌褉芯褋褍胁邪薪薪褟. 孝械锌械褉 胁邪褕褍 褉械泻谢邪屑褍 锌芯斜邪褔懈褌褜 褍胁械褋褜 褋胁褨褌!
袩褉芯 邪胁褌芯褉邪:
袉屑鈥櫻� 袛械胁褨写邪 袨覒褨谢胁褨 锌谢邪褌懈薪芯胁懈屑懈 谢褨褌械褉邪屑懈 胁锌懈褋邪薪械 胁 褨褋褌芯褉褨褞 褉械泻谢邪屑薪芯褩 褋锌褉邪胁懈. 袗写卸械 胁褨薪 鈥� 薪邪泄泻褉褍褌褨褕懈泄 泻芯锌褨褉邪泄褌械褉 褋胁褨褌褍 褨 蟹邪褋薪芯胁薪懈泻 泻褨谢褜泻芯褏 锌芯褌褍卸薪懈褏 泻芯屑锌邪薪褨泄. 袞褍褉薪邪谢 Time 薪邪蟹胁邪胁 袨覒褨谢胁褨 芦薪邪泄邪胁褌芯褉懈褌械褌薪褨褕懈屑 褋锌械褑褨邪谢褨褋褌芯屑 蟹 褉械泻谢邪屑懈禄. 小械褉械写 泻谢褨褦薪褌褨胁 泄芯谐芯 邪谐械薪褌褋褌胁邪 鈥� Adidas, American Express, Coca-Cola Company, DHL, Ford, Gillette, Kodak, Nestle, Shell, The New York Times, Unilever, Vodafone 褌邪 斜邪谐邪褌芯 褨薪褕懈褏.
288 pages, Hardcover
First published January 1, 1983
1,784 people are currently reading
19.6k people want to read
About the author
David Ogilvy
65听books338听followersDavid Mackenzie Ogilvy was born in West Horsley, England, on June 23, 1911. He was educated at Fettes College in Edinburgh and at Christ Church, Oxford (although he didn't graduate).
david ogilvy After Oxford, Ogilvy went to Paris, where he worked in the kitchen of the Hotel Majestic. He learned discipline, management - and when to move on: "If I stayed at the Majestic I would have faced years of slave wages, fiendish pressure, and perpetual exhaustion." He returned to England to sell cooking stoves, door-to-door.
Ogilvy's career with Aga Cookers was astonishing. He sold stoves to nuns, drunkards, and everyone in between. In 1935 he wrote a guide for Aga salesmen (Fortune magazine called it "probably the best sales manual ever written"). Among its suggestions, "The more prospects you talk to, the more sales you expose yourself to, the more orders you will get. But never mistake quantity of calls for quality of salesmanship."
In 1938, Ogilvy emigrated to the United States, where he went to work for George Gallup's Audience Research Institute in New Jersey. Ogilvy cites Gallup as one of the major influences on his thinking, emphasizing meticulous research methods and adherence to reality...
david ogilvy After Oxford, Ogilvy went to Paris, where he worked in the kitchen of the Hotel Majestic. He learned discipline, management - and when to move on: "If I stayed at the Majestic I would have faced years of slave wages, fiendish pressure, and perpetual exhaustion." He returned to England to sell cooking stoves, door-to-door.
Ogilvy's career with Aga Cookers was astonishing. He sold stoves to nuns, drunkards, and everyone in between. In 1935 he wrote a guide for Aga salesmen (Fortune magazine called it "probably the best sales manual ever written"). Among its suggestions, "The more prospects you talk to, the more sales you expose yourself to, the more orders you will get. But never mistake quantity of calls for quality of salesmanship."
In 1938, Ogilvy emigrated to the United States, where he went to work for George Gallup's Audience Research Institute in New Jersey. Ogilvy cites Gallup as one of the major influences on his thinking, emphasizing meticulous research methods and adherence to reality...
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December 8, 2014
What I have learnt from Ogilvy on Advertising
- black letter on white background!!! the reverse does not work
- do research on what the audience wants to see, do not just base on your preference
- if it does not sell, it isn鈥檛 creative
- order of print ad: picture, headlines, subheadlines, words (that鈥檚 what the audience's mind wants)
- there are many advertising agencies because one can not work for its clients鈥� competitors
- long-term contract with clients is crucial to the business
- keep track of the sales after the advertisement is carried out
- headlines are important, very important!!
- use colors, costs more but attracts more
- long copy is better than short because research showed that long attracts more readership
- if an advertisement works, keep it for long
- read to expand your knowledge
- be a good psychologist
- hire people who are better than you are
- research research research
- advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatsoever
- try to find a promise which is not only persuasive but also unique
- advertising is production cost, not selling cost
- in advertising, the beginning of greatness is to be different, and the beginning of failure is to be the same
- do not write in capital letter
- black letter on white background!!! the reverse does not work
- do research on what the audience wants to see, do not just base on your preference
- if it does not sell, it isn鈥檛 creative
- order of print ad: picture, headlines, subheadlines, words (that鈥檚 what the audience's mind wants)
- there are many advertising agencies because one can not work for its clients鈥� competitors
- long-term contract with clients is crucial to the business
- keep track of the sales after the advertisement is carried out
- headlines are important, very important!!
- use colors, costs more but attracts more
- long copy is better than short because research showed that long attracts more readership
- if an advertisement works, keep it for long
- read to expand your knowledge
- be a good psychologist
- hire people who are better than you are
- research research research
- advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatsoever
- try to find a promise which is not only persuasive but also unique
- advertising is production cost, not selling cost
- in advertising, the beginning of greatness is to be different, and the beginning of failure is to be the same
- do not write in capital letter
Read
September 18, 2024I've had this book in my shelves for a couple years and finally sat down to begin reading it recently. And I'm so, so, soooo mad at myself because I wish I had read this immediately when I first picked it up!
Although it was written decades ago and contains information that will be construed as outdated (especially since the look of advertising has definitely changed substantially), a lot of it is still sound and relevant. I don't work in advertising, but I was thinking of a ton of areas where the information would be applicable for myself - from marketing materials to interaction design and even just basic career/work advice.
Also, I'm sure it could be said for a lot of books written over the years, but I found that the essentials of his advice and thoughts throughout the book have been echoed and repeated in tons of blog posts and articles I've read for the last few years. There seem to be very common themes about design and work that will always be relevant to designers/creatives. He was a proponent of research, research, research in design. He believed in using theories/frameworks that worked continually and improving on them. The power of truly good copy. Great stuff.
Although it was written decades ago and contains information that will be construed as outdated (especially since the look of advertising has definitely changed substantially), a lot of it is still sound and relevant. I don't work in advertising, but I was thinking of a ton of areas where the information would be applicable for myself - from marketing materials to interaction design and even just basic career/work advice.
Also, I'm sure it could be said for a lot of books written over the years, but I found that the essentials of his advice and thoughts throughout the book have been echoed and repeated in tons of blog posts and articles I've read for the last few years. There seem to be very common themes about design and work that will always be relevant to designers/creatives. He was a proponent of research, research, research in design. He believed in using theories/frameworks that worked continually and improving on them. The power of truly good copy. Great stuff.
March 10, 2019
Quite an insightful and utterly engrossing read, although it would have been even more interesting if we could read his opinions about the current state of advertising. I enjoyed his writing a lot, and his main points still hold up well. Sadly, his prediction about giant billboards and deception in political advertisement becoming obsolete was very, very wrong...
Thank goodness I had previously read Simon Garfield's Just My Type, otherwise I would have never been able to appreciate why sans serifs are no good in advertising (with which I intuitively totally agree). Ogilvy is delightful, his book is much more intriguing than many works of fiction.
袥褞斜芯胁, 斜谢邪谐芯写邪褉褟 蟹邪 懈薪写懈褉械泻褌薪邪褌邪 锌褉械锌芯褉褗泻邪! :D
Thank goodness I had previously read Simon Garfield's Just My Type, otherwise I would have never been able to appreciate why sans serifs are no good in advertising (with which I intuitively totally agree). Ogilvy is delightful, his book is much more intriguing than many works of fiction.
袥褞斜芯胁, 斜谢邪谐芯写邪褉褟 蟹邪 懈薪写懈褉械泻褌薪邪褌邪 锌褉械锌芯褉褗泻邪! :D
March 18, 2019
This book was a required reading for my studies; very informative and interesting. A great book on advertising.
June 20, 2016
孝邪蟹懈 泻薪懈谐邪 屑懈 械 锌芯胁芯写 蟹邪 谐芯褉写芯褋褌 芯褌泻褗屑 褉械写邪泻褑懈褟, 薪械 褋邪屑芯 蟹邪褖芯褌芯 械 褑械薪薪邪 懈 懈薪褌械褉械褋薪邪, 邪 懈 蟹邪褖芯褌芯 薪懈 褟 胁褉褗褖邪褏邪 褌芯谢泻芯胁邪 锌褗褌懈. 袣芯械褌芯 芯褑械薪褟胁邪屑, 锌芯薪械卸械 胁械褔械 械 斜谢懈蟹芯 写芯 褋褗胁褗褉褕械薪褋褌胁芯. 袦薪芯谐芯 褏芯褉邪 褋褌芯褟褌 蟹邪写 褌邪蟹懈 谢褞斜芯锌懈褌薪邪 懈 蟹邪薪懈屑邪褌械谢薪邪 褉械泻谢邪屑薪邪 斜懈斜谢懈褟, 褉邪写胁邪屑 褋械, 褔械 懈 邪蟹 褋褗屑 褋褉械写 褌褟褏.
袛械泄胁懈写 袨谐懈谢胁懈 械 斜邪褖邪褌邪 薪邪 械写薪懈 芯褌 薪邪泄-锌芯锌褍谢褟褉薪懈褌械 褉械泻谢邪屑懈, 泻芯懈褌芯 锌芯蟹薪邪胁邪屑械. 袘械褕械 邪写褋泻懈 懈薪褌械褉械褋薪芯 写邪 薪邪写薪懈泻薪邪 胁 薪械谐芯胁懈褟 褋胁褟褌 懈 褌芯 芯褌 薪械谐芯胁邪褌邪 锌械褉褋锌械泻褌懈胁邪. 袠 褌邪泻邪 芯斜懈褔邪屑, 泻芯谐邪褌芯 邪胁褌芯褉褗褌 械 芯褌泻褉芯胁械薪 懈 邪胁褌械薪褌懈褔械薪. 孝褍泻 袨谐懈谢胁懈 薪邪懈褋褌懈薪邪 薪械 褋械 锌褉械褋褌褉褍胁邪, 屑邪泻邪褉 褔械 屑芯卸械 斜懈 褍屑械薪懈褟褌邪 屑褍 写邪 褉械泻谢邪屑懈褉邪 褋械 锌褉懈谢械锌胁邪褌 懈 泻褗屑 锌懈褋邪薪械褌芯 屑褍. 袦芯卸械 斜懈 蟹邪褌芯胁邪 械 褌芯谢泻芯胁邪 褍斜械写懈褌械谢械薪. 袧芯 褋褌褉邪褏芯褌薪邪 泻薪懈谐邪, 薪邪懈褋褌懈薪邪. 袗 褉褟写泻芯 屑械 胁锌械褔邪褌谢褟胁邪 薪械褏褍写芯卸械褋褌胁械薪邪 谢懈褌械褉邪褌褍褉邪.
袨褔邪泻胁邪泄褌械 褋褗胁褋械屑 褋泻芯褉芯 芯褌 懈蟹写邪褌械谢褋褌胁芯 鈥炐樞费傂拘�-蟹邪锌邪写鈥�.
袛械泄胁懈写 袨谐懈谢胁懈 械 斜邪褖邪褌邪 薪邪 械写薪懈 芯褌 薪邪泄-锌芯锌褍谢褟褉薪懈褌械 褉械泻谢邪屑懈, 泻芯懈褌芯 锌芯蟹薪邪胁邪屑械. 袘械褕械 邪写褋泻懈 懈薪褌械褉械褋薪芯 写邪 薪邪写薪懈泻薪邪 胁 薪械谐芯胁懈褟 褋胁褟褌 懈 褌芯 芯褌 薪械谐芯胁邪褌邪 锌械褉褋锌械泻褌懈胁邪. 袠 褌邪泻邪 芯斜懈褔邪屑, 泻芯谐邪褌芯 邪胁褌芯褉褗褌 械 芯褌泻褉芯胁械薪 懈 邪胁褌械薪褌懈褔械薪. 孝褍泻 袨谐懈谢胁懈 薪邪懈褋褌懈薪邪 薪械 褋械 锌褉械褋褌褉褍胁邪, 屑邪泻邪褉 褔械 屑芯卸械 斜懈 褍屑械薪懈褟褌邪 屑褍 写邪 褉械泻谢邪屑懈褉邪 褋械 锌褉懈谢械锌胁邪褌 懈 泻褗屑 锌懈褋邪薪械褌芯 屑褍. 袦芯卸械 斜懈 蟹邪褌芯胁邪 械 褌芯谢泻芯胁邪 褍斜械写懈褌械谢械薪. 袧芯 褋褌褉邪褏芯褌薪邪 泻薪懈谐邪, 薪邪懈褋褌懈薪邪. 袗 褉褟写泻芯 屑械 胁锌械褔邪褌谢褟胁邪 薪械褏褍写芯卸械褋褌胁械薪邪 谢懈褌械褉邪褌褍褉邪.
袨褔邪泻胁邪泄褌械 褋褗胁褋械屑 褋泻芯褉芯 芯褌 懈蟹写邪褌械谢褋褌胁芯 鈥炐樞费傂拘�-蟹邪锌邪写鈥�.
March 28, 2017
Ogilvy is brilliant. Even with the advent of the internet, the core of advertising remains the same because basic human motives remain the same, and what he has to say is still very relevant.
While the rest of the book is packed with time-honored strategies and tips, his talent is especially evident in the chapter dedicated to past advertising giants.
This might seem like a fluff chapter to those people just looking to absorb facts, but it is far more valuable 鈥� he is showing you how to communicate effectively in words (in much the same way his highlighted advertisements do).
He is demonstrating the insight that makes him a great storyteller 鈥� and thus a great advertiser. Advertisers have to communicate all of the things that an artist, a writer, or a composer must 鈥� character, mood, setting, and yes, even plot. They are providing you with snapshots. Your mind fills in the parts of the story that happen before or after (this future-thinking is typically of what life will be like after obtaining the thing being advertised).
His characterizations in particular are magnificent 鈥� vivid and succinct. An excerpt:
鈥淗e was a shy, mousy little man and spoke with a strong lisp. His nickname was Thee-Thee, that being the way he pronounced his initials C.C. But he was a good raconteur and after-dinner speaker. He always wore a fuchsia in his buttonhole, chewed licorice root, and spat profusely on the person he was talking to.鈥�
At the end of this chapter, I had clear images in my head of each and every one of the people listed, and I thoroughly bought what he was selling 鈥� these were great men. Given that all six of them seem to be older, white gentlemen in the same business, how difficult must that have been?
Did I mention that this book is incredibly easy to read, is blocked well, contains several interesting visual accompaniments, and is a page-turner?
Very enjoyable book. I highly recommend it.
While the rest of the book is packed with time-honored strategies and tips, his talent is especially evident in the chapter dedicated to past advertising giants.
This might seem like a fluff chapter to those people just looking to absorb facts, but it is far more valuable 鈥� he is showing you how to communicate effectively in words (in much the same way his highlighted advertisements do).
He is demonstrating the insight that makes him a great storyteller 鈥� and thus a great advertiser. Advertisers have to communicate all of the things that an artist, a writer, or a composer must 鈥� character, mood, setting, and yes, even plot. They are providing you with snapshots. Your mind fills in the parts of the story that happen before or after (this future-thinking is typically of what life will be like after obtaining the thing being advertised).
His characterizations in particular are magnificent 鈥� vivid and succinct. An excerpt:
鈥淗e was a shy, mousy little man and spoke with a strong lisp. His nickname was Thee-Thee, that being the way he pronounced his initials C.C. But he was a good raconteur and after-dinner speaker. He always wore a fuchsia in his buttonhole, chewed licorice root, and spat profusely on the person he was talking to.鈥�
At the end of this chapter, I had clear images in my head of each and every one of the people listed, and I thoroughly bought what he was selling 鈥� these were great men. Given that all six of them seem to be older, white gentlemen in the same business, how difficult must that have been?
Did I mention that this book is incredibly easy to read, is blocked well, contains several interesting visual accompaniments, and is a page-turner?
Very enjoyable book. I highly recommend it.
December 6, 2018
丕賵賱: 丿乇亘丕乇賴 賲丨氐賵賱蹖 讴賴 賲蹖禺賵丕賴蹖丿 丿乇亘丕乇賴 丌賳 倬蹖丕賲 亘丕夭乇诏丕賳蹖 亘爻丕夭蹖丿貙 賲胤丕賱毓賴 讴賳蹖丿. 賴乇趩賴 亘蹖卮鬲乇 丿乇亘丕乇賴 丌賳 亘丿丕賳蹖丿貙 丕丨鬲賲丕賱 亘蹖卮鬲乇蹖 賴爻鬲 讴賴 丕賳丿蹖卮賴 讴丕乇爻丕夭 賵 亘夭乇诏蹖 亘乇丕蹖 賮乇賵卮 丌賳 丿乇 匕賴賳鬲丕賳 亘乇爻丿.
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丿賵賲:亘賮賴賲蹖丿 乇賯亘丕蹖 卮賲丕 亘乇丕蹖 賲丨氐賵賱丕鬲 賲卮丕亘賴 趩賴 賳賵毓 鬲亘賱蹖睾丕鬲蹖 賵 丕賱亘鬲賴 亘丕 趩賴 賲蹖夭丕賳 賲賵賮賯蹖鬲蹖 丕賳噩丕賲 丿丕丿賴 丕賳丿. 丕蹖賳 讴丕乇貙 胤丕賯鬲 賵 卮讴蹖亘丕蹖蹖 卮賲丕 乇丕 丕賮夭丕蹖卮 賲蹖 丿賴丿.
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爻賵賲: 賳賵亘鬲 亘賴 鬲丨賯蹖賯 丿乇 賲蹖丕賳 賲氐乇賮 讴賳賳丿诏丕賳 賲蹖 乇爻丿. 丌诏丕賴 卮賵蹖丿 讴賴 丌賳賴丕 丿乇亘丕乇賴 賲丨氐賵賱丕鬲 卮賲丕 趩诏賵賳賴 賮讴乇 賲蹖 讴賳賳丿貙 賵賯鬲蹖 丿乇亘丕乇賴 蹖 賲丨氐賵賱丕鬲 氐丨亘鬲 賲蹖 讴賳賳丿 丕夭 趩賴
賱丨賳蹖 丕爻鬲賮丕丿賴 賲蹖 讴賳賳丿貙 趩賴 賵蹖跇诏蹖 賴丕蹖蹖 亘乇丕蹖 丌賳賴丕 丨丕卅夭 丕賴賲蹖鬲 丕爻鬲 賵 趩賴 賯賵賱蹖 丌賳賴丕 乇丕乇丕 亘丕 亘蹖鬲乇蹖賳 丕丨鬲賲丕賱貙 亘賴 禺乇蹖丿 丕夭 卮賲丕 鬲乇睾蹖亘 賲蹖 讴賳丿.
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賴乇 鬲亘賱蹖睾蹖 亘丕蹖丿 亘賴 毓賳賵丕賳 爻賴賲蹖 丕夭 鬲氐賵蹖乇 賳丕賲 鬲噩丕乇蹖 丕賳诏丕卮鬲賴 卮賵丿. 亘賴 鬲毓亘蹖乇 丿蹖诏乇貙 鬲亘賱蹖睾丕鬲 卮賲丕 亘丕蹖丿 賲爻鬲賲乇賳 賵 爻丕賱 亘賴 爻丕賱 賴賲丕賳 鬲氐賵蹖乇 乇丕 亘賴 賳賲丕蹖卮 亘诏匕丕乇丿.
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亘乇丕蹖 丕毓胤丕蹖 鬲氐賵蹖乇蹖 亘丕 讴蹖賮蹖鬲 亘賴 賲丨氐賵賱貙 亘丕蹖丿 賴夭蹖賳賴 讴乇丿貙 丿乇爻鬲 賲孬賱 亘賱蹖鬲 丿乇噩賴 蹖讴
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丕夭 賯賵賱 賱卅賵 亘乇賳鬲: 芦 丿乇 賴乇 賲丨氐賵賱蹖 蹖讴 賳賲丕蹖卮賳丕賲賴 賵 丿乇丕賲 禺丕氐 賵噩賵丿 丿丕乇丿. 賵馗蹖賮賴 賲丕 丕蹖賳 丕爻鬲 讴賴 丌賳 乇丕 亘蹖丕亘蹖賲 賵 亘乇 乇賵蹖 丌賳 爻乇賲丕蹖賴 诏匕丕乇蹖 讴賳蹖賲.
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賳讴丕鬲 賲孬亘鬲 賲丨氐賵賱 乇丕 亘乇噩爻鬲賴 鬲乇 賵 噩匕丕亘鬲乇 丕夭 乇賯亘丕蹖鬲丕賳 鬲卮乇蹖丨 賵 丌賳 賴丕 乇丕 亘丕 賳賵毓 鬲亘賱蹖睾丕鬲 丕夭 賴賲 賲鬲賲丕蹖夭 讴賳蹖丿. 丕蹖賳 賴賲丕賳 芦 丕乇夭卮 丕賮夭賵丿賴禄 丕蹖 丕爻鬲 讴賴 鬲亘賱蹖睾丕鬲 亘賴 丕乇賲睾丕賳 賲蹖 丌賵乇丿
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鬲丨賯蹖賯丕鬲 賳卮丕賳 賲蹖 丿賴丿 讴賴 賲蹖夭丕賳 禺賵丕賳賳丿賴 蹖 蹖讴 丌诏賴蹖 賵賯鬲蹖 亘乇丕蹖 丿賮毓丕鬲 賲鬲賵丕賱蹖 丿乇 蹖讴 賲噩賱賴 趩丕倬 賲蹖 卮賵丿 讴丕賴卮 賳賲蹖 蹖丕亘丿. 賲蹖夭丕賳 禺賵丕賳賳丿诏丕賳貙 丨丿丕賯賱 丿乇 趩賴丕乇 亘丕乇 鬲讴乇丕乇貙 賴賲丕賳 爻胤丨 亘丕賯蹖 賲蹖 賲丕賳丿.
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禺賵丕賳賳丿诏丕賳 貙 丕賵賱 亘賴 鬲氐賵蹖乇 賳诏丕賴 賲蹖 讴賳賳丿貙 亘毓丿 鬲蹖鬲乇貙 亘毓丿 賲鬲賳.
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亘胤賵乇 賲鬲賵爻胤貙 鬲蹖鬲乇賴丕蹖 夭蹖乇 鬲氐賵蹖乇 丿賴 丿乇氐丿 亘蹖卮鬲乇 丕夭 鬲蹖鬲乇賴丕蹖 亘丕賱丕蹖 鬲氐賵蹖乇 禺賵丕賳丿賴 賲蹖 卮賵賳丿.
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賲毓丕賲賱丕鬲 亘丕 賯蹖賲鬲 倬丕蹖蹖賳 賵 丿蹖诏乇 乇丕賴 賴丕蹖 爻胤丨蹖 亘乇丕蹖 丕賮夭丕蹖卮 賮乇賵卮貙亘爻蹖丕乇 賲賵乇丿 毓賱丕賯賴 蹖 賲丿蹖乇丕賳 賮乇賵卮 丕爻鬲貙 丕賲丕 丕孬乇 丌賳賴丕 夭賵丿诏匕乇 丕爻鬲.
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丌賳趩賴 讴賴 禺賵丕賳丿蹖丿 亘禺卮蹖 賴丕蹖蹖 丕夭讴鬲丕亘 乇丕夭賴丕蹖 鬲亘賱蹖睾丕鬲 亘賵丿
丿蹖賵蹖丿 丕購诏蹖賱賵蹖 趩賴乇賴 亘乇噩爻鬲賴 丿乇 毓乇氐賴 鬲亘賱蹖睾丕鬲 丿乇 丌賲乇蹖讴丕 亘賵丿 讴賴 卮乇讴鬲 禺賵丿 乇丕 亘賳丕賲 丕購诏蹖賱賵蹖 賵 賲丌孬乇 鬲丕爻蹖爻 賳賲賵丿 讴賴 趩賳丿蹖賳 卮毓亘賴 丿乇 爻乇丕爻乇 噩賴丕賳 丿丕乇丿. 丕購诏蹖賱賵蹖 讴丕乇卮 乇丕 亘賴 毓賳賵丕賳 賮乇賵卮賳丿賴 蹖 丕噩丕賯 诏丕夭 亘賴 鬲讴 鬲讴 賲賳丕夭賱 丿乇 丕爻讴丕鬲賱賳丿 丌睾丕夭 賳賲賵丿 賵 爻倬爻 亘丕 賵乇賵丿 亘賴 丿賳蹖丕蹖 鬲亘賱蹖睾丕鬲 蹖讴蹖 丕夭 亘乇噩爻鬲賴 鬲乇蹖賳 賵 鬲丕孬蹖乇诏匕丕乇鬲乇蹖賳 丕賮乇丕丿 丕蹖賳 丨賵夭賴 诏乇丿蹖丿. 鬲亘賱蹖睾丕鬲 賲乇爻丿爻 亘賳夭貙 诏蹖賳爻貙 乇賵賱夭乇賵蹖爻 賵 亘爻蹖丕乇蹖 丿蹖诏乇 乇丕 丿乇 讴丕乇賳丕賲賴 禺賵丿 丿丕乇丿.
卮丕丿 賵 亘乇賯乇丕乇 亘丕卮蹖丿
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丿賵賲:亘賮賴賲蹖丿 乇賯亘丕蹖 卮賲丕 亘乇丕蹖 賲丨氐賵賱丕鬲 賲卮丕亘賴 趩賴 賳賵毓 鬲亘賱蹖睾丕鬲蹖 賵 丕賱亘鬲賴 亘丕 趩賴 賲蹖夭丕賳 賲賵賮賯蹖鬲蹖 丕賳噩丕賲 丿丕丿賴 丕賳丿. 丕蹖賳 讴丕乇貙 胤丕賯鬲 賵 卮讴蹖亘丕蹖蹖 卮賲丕 乇丕 丕賮夭丕蹖卮 賲蹖 丿賴丿.
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爻賵賲: 賳賵亘鬲 亘賴 鬲丨賯蹖賯 丿乇 賲蹖丕賳 賲氐乇賮 讴賳賳丿诏丕賳 賲蹖 乇爻丿. 丌诏丕賴 卮賵蹖丿 讴賴 丌賳賴丕 丿乇亘丕乇賴 賲丨氐賵賱丕鬲 卮賲丕 趩诏賵賳賴 賮讴乇 賲蹖 讴賳賳丿貙 賵賯鬲蹖 丿乇亘丕乇賴 蹖 賲丨氐賵賱丕鬲 氐丨亘鬲 賲蹖 讴賳賳丿 丕夭 趩賴
賱丨賳蹖 丕爻鬲賮丕丿賴 賲蹖 讴賳賳丿貙 趩賴 賵蹖跇诏蹖 賴丕蹖蹖 亘乇丕蹖 丌賳賴丕 丨丕卅夭 丕賴賲蹖鬲 丕爻鬲 賵 趩賴 賯賵賱蹖 丌賳賴丕 乇丕乇丕 亘丕 亘蹖鬲乇蹖賳 丕丨鬲賲丕賱貙 亘賴 禺乇蹖丿 丕夭 卮賲丕 鬲乇睾蹖亘 賲蹖 讴賳丿.
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賴乇 鬲亘賱蹖睾蹖 亘丕蹖丿 亘賴 毓賳賵丕賳 爻賴賲蹖 丕夭 鬲氐賵蹖乇 賳丕賲 鬲噩丕乇蹖 丕賳诏丕卮鬲賴 卮賵丿. 亘賴 鬲毓亘蹖乇 丿蹖诏乇貙 鬲亘賱蹖睾丕鬲 卮賲丕 亘丕蹖丿 賲爻鬲賲乇賳 賵 爻丕賱 亘賴 爻丕賱 賴賲丕賳 鬲氐賵蹖乇 乇丕 亘賴 賳賲丕蹖卮 亘诏匕丕乇丿.
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亘乇丕蹖 丕毓胤丕蹖 鬲氐賵蹖乇蹖 亘丕 讴蹖賮蹖鬲 亘賴 賲丨氐賵賱貙 亘丕蹖丿 賴夭蹖賳賴 讴乇丿貙 丿乇爻鬲 賲孬賱 亘賱蹖鬲 丿乇噩賴 蹖讴
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丕夭 賯賵賱 賱卅賵 亘乇賳鬲: 芦 丿乇 賴乇 賲丨氐賵賱蹖 蹖讴 賳賲丕蹖卮賳丕賲賴 賵 丿乇丕賲 禺丕氐 賵噩賵丿 丿丕乇丿. 賵馗蹖賮賴 賲丕 丕蹖賳 丕爻鬲 讴賴 丌賳 乇丕 亘蹖丕亘蹖賲 賵 亘乇 乇賵蹖 丌賳 爻乇賲丕蹖賴 诏匕丕乇蹖 讴賳蹖賲.
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賳讴丕鬲 賲孬亘鬲 賲丨氐賵賱 乇丕 亘乇噩爻鬲賴 鬲乇 賵 噩匕丕亘鬲乇 丕夭 乇賯亘丕蹖鬲丕賳 鬲卮乇蹖丨 賵 丌賳 賴丕 乇丕 亘丕 賳賵毓 鬲亘賱蹖睾丕鬲 丕夭 賴賲 賲鬲賲丕蹖夭 讴賳蹖丿. 丕蹖賳 賴賲丕賳 芦 丕乇夭卮 丕賮夭賵丿賴禄 丕蹖 丕爻鬲 讴賴 鬲亘賱蹖睾丕鬲 亘賴 丕乇賲睾丕賳 賲蹖 丌賵乇丿
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鬲丨賯蹖賯丕鬲 賳卮丕賳 賲蹖 丿賴丿 讴賴 賲蹖夭丕賳 禺賵丕賳賳丿賴 蹖 蹖讴 丌诏賴蹖 賵賯鬲蹖 亘乇丕蹖 丿賮毓丕鬲 賲鬲賵丕賱蹖 丿乇 蹖讴 賲噩賱賴 趩丕倬 賲蹖 卮賵丿 讴丕賴卮 賳賲蹖 蹖丕亘丿. 賲蹖夭丕賳 禺賵丕賳賳丿诏丕賳貙 丨丿丕賯賱 丿乇 趩賴丕乇 亘丕乇 鬲讴乇丕乇貙 賴賲丕賳 爻胤丨 亘丕賯蹖 賲蹖 賲丕賳丿.
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禺賵丕賳賳丿诏丕賳 貙 丕賵賱 亘賴 鬲氐賵蹖乇 賳诏丕賴 賲蹖 讴賳賳丿貙 亘毓丿 鬲蹖鬲乇貙 亘毓丿 賲鬲賳.
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亘胤賵乇 賲鬲賵爻胤貙 鬲蹖鬲乇賴丕蹖 夭蹖乇 鬲氐賵蹖乇 丿賴 丿乇氐丿 亘蹖卮鬲乇 丕夭 鬲蹖鬲乇賴丕蹖 亘丕賱丕蹖 鬲氐賵蹖乇 禺賵丕賳丿賴 賲蹖 卮賵賳丿.
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賲毓丕賲賱丕鬲 亘丕 賯蹖賲鬲 倬丕蹖蹖賳 賵 丿蹖诏乇 乇丕賴 賴丕蹖 爻胤丨蹖 亘乇丕蹖 丕賮夭丕蹖卮 賮乇賵卮貙亘爻蹖丕乇 賲賵乇丿 毓賱丕賯賴 蹖 賲丿蹖乇丕賳 賮乇賵卮 丕爻鬲貙 丕賲丕 丕孬乇 丌賳賴丕 夭賵丿诏匕乇 丕爻鬲.
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丌賳趩賴 讴賴 禺賵丕賳丿蹖丿 亘禺卮蹖 賴丕蹖蹖 丕夭讴鬲丕亘 乇丕夭賴丕蹖 鬲亘賱蹖睾丕鬲 亘賵丿
丿蹖賵蹖丿 丕購诏蹖賱賵蹖 趩賴乇賴 亘乇噩爻鬲賴 丿乇 毓乇氐賴 鬲亘賱蹖睾丕鬲 丿乇 丌賲乇蹖讴丕 亘賵丿 讴賴 卮乇讴鬲 禺賵丿 乇丕 亘賳丕賲 丕購诏蹖賱賵蹖 賵 賲丌孬乇 鬲丕爻蹖爻 賳賲賵丿 讴賴 趩賳丿蹖賳 卮毓亘賴 丿乇 爻乇丕爻乇 噩賴丕賳 丿丕乇丿. 丕購诏蹖賱賵蹖 讴丕乇卮 乇丕 亘賴 毓賳賵丕賳 賮乇賵卮賳丿賴 蹖 丕噩丕賯 诏丕夭 亘賴 鬲讴 鬲讴 賲賳丕夭賱 丿乇 丕爻讴丕鬲賱賳丿 丌睾丕夭 賳賲賵丿 賵 爻倬爻 亘丕 賵乇賵丿 亘賴 丿賳蹖丕蹖 鬲亘賱蹖睾丕鬲 蹖讴蹖 丕夭 亘乇噩爻鬲賴 鬲乇蹖賳 賵 鬲丕孬蹖乇诏匕丕乇鬲乇蹖賳 丕賮乇丕丿 丕蹖賳 丨賵夭賴 诏乇丿蹖丿. 鬲亘賱蹖睾丕鬲 賲乇爻丿爻 亘賳夭貙 诏蹖賳爻貙 乇賵賱夭乇賵蹖爻 賵 亘爻蹖丕乇蹖 丿蹖诏乇 乇丕 丿乇 讴丕乇賳丕賲賴 禺賵丿 丿丕乇丿.
卮丕丿 賵 亘乇賯乇丕乇 亘丕卮蹖丿
October 31, 2017
I am not in an advertising business, and read this book out of curiosity. It changed my view on what advertising is.
Key ideas:
飦� The purpose of advertising is to sell. Advertising can be called 鈥淪ales in print鈥�.
飦� The most creative advertisement is not necessarily the most effective one.
飦� The more you know the product the more there is a chance that you will come up with a big idea
飦� Advertising can be considered
飦� People don鈥檛 buy commodities, they buy images (Jack Daniels 鈥� is it really better than other whiskey?)
飦� Brand is 90% what a distiller has to sell
飦� If you and your competitor both make excellent products, don鈥檛 imply that you are better
飦� Reuse good advertisement, until it is not effective anymore. If it was effective a year ago, it will be this year
飦� Don鈥檛 try to be original
飦� Make it fun to work. Get rid of sad people
飦� Hire people, who are better than you are
飦� Make conflicts transparent. Face to face. No talking behind anyone鈥檚 back
飦� People do their best work in a happy atmosphere
飦� Show people what they want to see
飦� Make specific promises, avoid generalities
飦� The best companies differentiate themselves
飦� Correlation between quality and price is almost 0. It is all about brand
飦� Advertising is a cheap form of selling. With 1 TV commercial you reach millions of people
飦� Bill boards will disappear
Key ideas:
飦� The purpose of advertising is to sell. Advertising can be called 鈥淪ales in print鈥�.
飦� The most creative advertisement is not necessarily the most effective one.
飦� The more you know the product the more there is a chance that you will come up with a big idea
飦� Advertising can be considered
飦� People don鈥檛 buy commodities, they buy images (Jack Daniels 鈥� is it really better than other whiskey?)
飦� Brand is 90% what a distiller has to sell
飦� If you and your competitor both make excellent products, don鈥檛 imply that you are better
飦� Reuse good advertisement, until it is not effective anymore. If it was effective a year ago, it will be this year
飦� Don鈥檛 try to be original
飦� Make it fun to work. Get rid of sad people
飦� Hire people, who are better than you are
飦� Make conflicts transparent. Face to face. No talking behind anyone鈥檚 back
飦� People do their best work in a happy atmosphere
飦� Show people what they want to see
飦� Make specific promises, avoid generalities
飦� The best companies differentiate themselves
飦� Correlation between quality and price is almost 0. It is all about brand
飦� Advertising is a cheap form of selling. With 1 TV commercial you reach millions of people
飦� Bill boards will disappear
March 10, 2020
I almost didn't read this book because I thought it would be too dated - but for a book that's 35 years old, there's a lot of information that has held up well (and a lot that didn't lol).
Obviously there was no internet, no social media, no personal computers, no smartphones, no satellite radio or streaming services in the early 80s - so advertising has changed a good deal, but a lot of the principles are the same.
A few things I wrote down for myself out of this book:
Ogilvy used to nested Russian dolls to his high-level managers with a note that said
I also liked the section about that discussed that being creative doesn't mean you have to be original
Oh, and I enjoyed the mini-bios of some of the men that formed the largest ad agencies in the world.
Time to go rewatch all the episodes of Mad Men now...
Obviously there was no internet, no social media, no personal computers, no smartphones, no satellite radio or streaming services in the early 80s - so advertising has changed a good deal, but a lot of the principles are the same.
A few things I wrote down for myself out of this book:
Ogilvy used to nested Russian dolls to his high-level managers with a note that said
If each of us hires people who are smaller than we are, we shall become a company of dwarves, but if each of us hires people who are bigger than we are, we become a company of giants
Perfectionism is spelled paralysis - Churchill
If it doesn't sell - it isn't creative
I also liked the section about that discussed that being creative doesn't mean you have to be original
Oh, and I enjoyed the mini-bios of some of the men that formed the largest ad agencies in the world.
Time to go rewatch all the episodes of Mad Men now...
November 10, 2021
3 蟹邪褉邪写懈 写懈褋褌邪薪褑懈褟褌邪 薪邪 胁褉械屑械褌芯, 斜械蟹 写邪 锌褉械薪械斜褉械谐胁邪屑 谐械薪懈邪谢薪芯褋褌褌邪 薪邪 袨谐懈谢胁懈. 小褌褉邪褕薪芯 屑薪芯谐芯 褏邪褉械褋胁邪屑 芯褌薪芯褕械薪懈械褌芯 屑褍 泻褗屑 褉械泻谢邪屑邪褌邪 泻邪褌芯 懈薪褎芯褉屑邪褌懈胁薪芯 褋褉械写褋褌胁芯, 泻芯械褌芯 褉邪斜芯褌懈 蟹邪 邪褍写懈褌芯褉懈褟褌邪 褋懈. 袗 薪械 薪械锌褉械屑械薪薪芯 泻褉械邪褌懈胁薪芯 褔褍写芯, 蟹邪褉邪写懈 械谐芯褌芯 薪邪 泻芯锌懈褉邪泄褌褗褉邪. (:
小褗胁械褌懈褌械 蟹邪 泻芯锌懈褉邪泄褌邪 褋锌芯褉械写 屑械薪 褋懈 芯褋褌邪胁邪褌 邪泻褌褍邪谢薪懈, 芯褋芯斜械薪芯 胁 褔邪褋褌褌邪 泻芯谢泻芯 屑薪芯谐芯 褌褉褟斜胁邪 写邪 褔械褌械褕, 蟹邪 写邪 褋褌邪薪械褕 写芯斜褗褉.
小褗胁械褌懈褌械 蟹邪 泻芯锌懈褉邪泄褌邪 褋锌芯褉械写 屑械薪 褋懈 芯褋褌邪胁邪褌 邪泻褌褍邪谢薪懈, 芯褋芯斜械薪芯 胁 褔邪褋褌褌邪 泻芯谢泻芯 屑薪芯谐芯 褌褉褟斜胁邪 写邪 褔械褌械褕, 蟹邪 写邪 褋褌邪薪械褕 写芯斜褗褉.
January 23, 2022
鈥溞感葱笛� 胁芯芯斜褖械 薪械谢褜蟹褟 薪邪蟹胁邪褌褜 胁械谢懈泻芯泄 写芯 褌械褏 锌芯褉, 锌芯泻邪 芯薪邪 薪械 写芯泻邪蟹邪谢邪 褋胁芯褞 写械泄褋褌胁械薪薪芯褋褌褜 胁 褌械褔械薪懈械 泻邪泻 屑懈薪懈屑褍屑 褌褉懈写褑邪褌懈 谢械褌.鈥�
袙械褋褜屑邪 蟹邪薪懈屑邪褌械谢褜薪邪褟 泻薪懈谐邪 芯 褌芯屑, 褔褌芯 芯褋薪芯胁薪褘械 蟹邪写邪褔懈 褉械泻谢邪屑褘 锌芯褔褌懈 谢褞斜芯谐芯 斜褉械薪写邪 屑芯卸薪芯 褉械褕懈褌褜 褍薪懈胁械褉褋邪谢褜薪芯 写械泄褋褌胁褍褞褖懈屑懈 褉械泻谢邪屑薪褘屑懈 锌褉懈械屑邪屑懈, 泻芯褌芯褉褘械 褋械斜褟 芯锌褉邪胁写褘胁邪褞褌 褍卸械 30+ 谢械褌. 袣芯薪械褔薪芯 卸械, 械褋褌褜 屑薪芯谐芯 薪芯胁褘褏 褋锌芯褋芯斜芯胁 锌褉懈胁谢械褔械薪懈褟 胁薪懈屑邪薪懈褟, 泻芯褌芯褉褘械 锌芯屑芯谐邪褞褌 芯褌泻褍褋懈褌褜 褋胁芯褞 写芯谢褞 褉褘薪泻邪, 薪芯 芯薪懈 芯褋薪芯胁邪薪褘 薪邪 斜邪蟹芯胁褘褏 锌褉懈薪褑懈锌邪褏, 泻芯褌芯褉褘械 褉邪斜芯褌邪谢懈 懈 胁 锌褉芯褕谢芯屑 褋褌芯谢械褌懈懈.
袨褋芯斜械薪薪芯 懈薪褌械褉械褋薪芯 褔懈褌邪褌褜 谐谢邪胁褘, 泻芯褌芯褉褘械 芯锌懈褋褘胁邪褞褌 胁薪褍褌褉械薪薪褞褞 芦泻褍褏薪褞禄 褉械泻谢邪屑薪褘褏 邪谐械薪褌褋褌胁, 械褋谢懈 褌褘 褉邪斜芯褌邪谢 胁 芯写薪芯屑 懈蟹 锌芯写芯斜薪褘褏 屑械卸写褍薪邪褉芯写薪褘褏 泻芯屑锌邪薪懈褟褏. 袧邪 锌褉芯褌褟卸械薪懈懈 写芯谢谐懈褏 谢械褌 薪懈褔械谐芯 薪械 懈蟹屑械薪懈谢芯褋褜:
鈥溾€斕敌� 胁褘 蟹邪薪懈屑邪械褌械褋褜?
鈥斕� 懈薪卸械薪械褉. 袗 胁褘?
鈥斕� 屑械薪械写卸械褉 锌褉芯械泻褌邪 胁 褉械泻谢邪屑薪芯屑 邪谐械薪褌褋褌胁械.
鈥斕捬� 锌懈褕械褌械 褉械泻谢邪屑薪褘械 褌械泻褋褌褘?
鈥斕澬笛�, 褝褌芯 写械谢邪褞褌 泻芯锌懈褉邪泄褌械褉褘.
鈥斕斝�, 褍 胁邪褋 褏芯褉芯褕邪褟 褉邪斜芯褌邪.
鈥斕澬� 薪械 褌邪泻邪褟 褍卸 谢械谐泻邪褟. 袦褘 锌褉芯胁芯写懈屑 屑邪褋褋褍 懈褋褋谢械写芯胁邪薪懈泄.
鈥斕捬� 褋邪屑懈 锌褉芯胁芯写懈褌械 懈褋褋谢械写芯胁邪薪懈褟?
鈥斕澬笛�, 褍 薪邪褋 写谢褟 褝褌芯谐芯 械褋褌褜 褕褌邪褌 邪薪邪谢懈褌懈泻芯胁.
鈥斕椥叫把囆秆�, 胁褘 懈褖械褌械 薪芯胁褘褏 泻谢懈械薪褌芯胁?鈥斕澬笛�, 褝褌芯 薪械 屑芯褟 蟹邪写邪褔邪.
鈥斕熝€芯褋褌懈褌械, 薪芯 褔械屑 卸械 蟹邪薪懈屑邪械褌械褋褜 胁褘 褋邪屑懈?
鈥斕溞把€泻械褌懈薪谐芯屑.
鈥斕捬� 蟹邪薪懈屑邪械褌械褋褜 屑邪褉泻械褌懈薪谐芯屑 写谢褟 胁邪褕懈褏 泻谢懈械薪褌芯胁?
鈥斕澬笛�, 芯薪懈 写械谢邪褞褌 褝褌芯 褋邪屑懈.
鈥斕澬� 胁褘 鈥� 褉褍泻芯胁芯写懈褌械谢褜?
鈥斕澬笛�, 薪芯 褋泻芯褉芯 斜褍写褍.鈥�
袙械褋褜屑邪 蟹邪薪懈屑邪褌械谢褜薪邪褟 泻薪懈谐邪 芯 褌芯屑, 褔褌芯 芯褋薪芯胁薪褘械 蟹邪写邪褔懈 褉械泻谢邪屑褘 锌芯褔褌懈 谢褞斜芯谐芯 斜褉械薪写邪 屑芯卸薪芯 褉械褕懈褌褜 褍薪懈胁械褉褋邪谢褜薪芯 写械泄褋褌胁褍褞褖懈屑懈 褉械泻谢邪屑薪褘屑懈 锌褉懈械屑邪屑懈, 泻芯褌芯褉褘械 褋械斜褟 芯锌褉邪胁写褘胁邪褞褌 褍卸械 30+ 谢械褌. 袣芯薪械褔薪芯 卸械, 械褋褌褜 屑薪芯谐芯 薪芯胁褘褏 褋锌芯褋芯斜芯胁 锌褉懈胁谢械褔械薪懈褟 胁薪懈屑邪薪懈褟, 泻芯褌芯褉褘械 锌芯屑芯谐邪褞褌 芯褌泻褍褋懈褌褜 褋胁芯褞 写芯谢褞 褉褘薪泻邪, 薪芯 芯薪懈 芯褋薪芯胁邪薪褘 薪邪 斜邪蟹芯胁褘褏 锌褉懈薪褑懈锌邪褏, 泻芯褌芯褉褘械 褉邪斜芯褌邪谢懈 懈 胁 锌褉芯褕谢芯屑 褋褌芯谢械褌懈懈.
袨褋芯斜械薪薪芯 懈薪褌械褉械褋薪芯 褔懈褌邪褌褜 谐谢邪胁褘, 泻芯褌芯褉褘械 芯锌懈褋褘胁邪褞褌 胁薪褍褌褉械薪薪褞褞 芦泻褍褏薪褞禄 褉械泻谢邪屑薪褘褏 邪谐械薪褌褋褌胁, 械褋谢懈 褌褘 褉邪斜芯褌邪谢 胁 芯写薪芯屑 懈蟹 锌芯写芯斜薪褘褏 屑械卸写褍薪邪褉芯写薪褘褏 泻芯屑锌邪薪懈褟褏. 袧邪 锌褉芯褌褟卸械薪懈懈 写芯谢谐懈褏 谢械褌 薪懈褔械谐芯 薪械 懈蟹屑械薪懈谢芯褋褜:
鈥溾€斕敌� 胁褘 蟹邪薪懈屑邪械褌械褋褜?
鈥斕� 懈薪卸械薪械褉. 袗 胁褘?
鈥斕� 屑械薪械写卸械褉 锌褉芯械泻褌邪 胁 褉械泻谢邪屑薪芯屑 邪谐械薪褌褋褌胁械.
鈥斕捬� 锌懈褕械褌械 褉械泻谢邪屑薪褘械 褌械泻褋褌褘?
鈥斕澬笛�, 褝褌芯 写械谢邪褞褌 泻芯锌懈褉邪泄褌械褉褘.
鈥斕斝�, 褍 胁邪褋 褏芯褉芯褕邪褟 褉邪斜芯褌邪.
鈥斕澬� 薪械 褌邪泻邪褟 褍卸 谢械谐泻邪褟. 袦褘 锌褉芯胁芯写懈屑 屑邪褋褋褍 懈褋褋谢械写芯胁邪薪懈泄.
鈥斕捬� 褋邪屑懈 锌褉芯胁芯写懈褌械 懈褋褋谢械写芯胁邪薪懈褟?
鈥斕澬笛�, 褍 薪邪褋 写谢褟 褝褌芯谐芯 械褋褌褜 褕褌邪褌 邪薪邪谢懈褌懈泻芯胁.
鈥斕椥叫把囆秆�, 胁褘 懈褖械褌械 薪芯胁褘褏 泻谢懈械薪褌芯胁?鈥斕澬笛�, 褝褌芯 薪械 屑芯褟 蟹邪写邪褔邪.
鈥斕熝€芯褋褌懈褌械, 薪芯 褔械屑 卸械 蟹邪薪懈屑邪械褌械褋褜 胁褘 褋邪屑懈?
鈥斕溞把€泻械褌懈薪谐芯屑.
鈥斕捬� 蟹邪薪懈屑邪械褌械褋褜 屑邪褉泻械褌懈薪谐芯屑 写谢褟 胁邪褕懈褏 泻谢懈械薪褌芯胁?
鈥斕澬笛�, 芯薪懈 写械谢邪褞褌 褝褌芯 褋邪屑懈.
鈥斕澬� 胁褘 鈥� 褉褍泻芯胁芯写懈褌械谢褜?
鈥斕澬笛�, 薪芯 褋泻芯褉芯 斜褍写褍.鈥�
This entire review has been hidden because of spoilers.
September 7, 2018
Well he's definitely a salesperson, I'll give you that.
One afternoon my friend asked me to source for her a book on advertising called On Advertising. I found the book for her and on a whim (attracted by the beautiful pictures in the first few pages, good one David) bought a copy for myself.
Now I'm no student or fan of marketing or advertising or copywriting. In fact, my stance before this book, on people who worked with marketing, was positively negative. I thought that they were a whole bunch of immoral people duping everyone in to mass consumption, cashing on the insecurities of the public, and convincing people they needed stuff they didn't.
Yet, I liked the way David wrote. It was honest, casual, and it seemed like he agreed with me on poseurs too (would you rather hear a popular artist on the radio or a shakespeare play?). So based on vanity (read: I like how David agrees with me on a few points), and a liking for shiny stuff (read: wow, look at those photographs) I began reading it.
What I read changed my opinion on marketing completely. I was persuaded, sold, convinced, converted. However you put it. David's description of marketing, the literature involved in it, the research behind it, the psychology at play (in other words, the parts that made me abhor marketing when I was uninformed, curiously made me like it now that I was slightly informed.) made me find it to be a highly catching read. I finished it in one go, something I hadn't done in a while, and certainly not for a random book.
I know why I liked it. David made copy writers seem like authors, writers. (Huxley was a copywriter too he pointed out subtly). He elevated the occupation, pointing out subtly that excellence and success exist in marketing too. (Look at my beautiful castle, clearly I'm rich and have made some right decisions, he seemingly points out on one of the pages which has a photograph of a castle.)
He highlighted beautiful ads, and for the first time made me look at them not as things directed to dupe me, but as projects by people like me, who wanted to create something beautiful and impacting. He emphasised at how editorial everything was, how not baseless it was, how well researched (the good ones atleast) it was, how aesthetic, how well thought out. Everytime he mentioned Dove, I had to admit that I remembered the damn advertisements, I knew the catch line.
Funny thing, I think he sold marketing to people who were not sold on it before.
Now everytime I see an ad I will find myself analysing it, checking its merits, and maybe even buying the product to show my appreciation to the copywriter. It is all very strange. But mind you, this does not mean that ALL adverts have any merit.
One afternoon my friend asked me to source for her a book on advertising called On Advertising. I found the book for her and on a whim (attracted by the beautiful pictures in the first few pages, good one David) bought a copy for myself.
Now I'm no student or fan of marketing or advertising or copywriting. In fact, my stance before this book, on people who worked with marketing, was positively negative. I thought that they were a whole bunch of immoral people duping everyone in to mass consumption, cashing on the insecurities of the public, and convincing people they needed stuff they didn't.
Yet, I liked the way David wrote. It was honest, casual, and it seemed like he agreed with me on poseurs too (would you rather hear a popular artist on the radio or a shakespeare play?). So based on vanity (read: I like how David agrees with me on a few points), and a liking for shiny stuff (read: wow, look at those photographs) I began reading it.
What I read changed my opinion on marketing completely. I was persuaded, sold, convinced, converted. However you put it. David's description of marketing, the literature involved in it, the research behind it, the psychology at play (in other words, the parts that made me abhor marketing when I was uninformed, curiously made me like it now that I was slightly informed.) made me find it to be a highly catching read. I finished it in one go, something I hadn't done in a while, and certainly not for a random book.
I know why I liked it. David made copy writers seem like authors, writers. (Huxley was a copywriter too he pointed out subtly). He elevated the occupation, pointing out subtly that excellence and success exist in marketing too. (Look at my beautiful castle, clearly I'm rich and have made some right decisions, he seemingly points out on one of the pages which has a photograph of a castle.)
He highlighted beautiful ads, and for the first time made me look at them not as things directed to dupe me, but as projects by people like me, who wanted to create something beautiful and impacting. He emphasised at how editorial everything was, how not baseless it was, how well researched (the good ones atleast) it was, how aesthetic, how well thought out. Everytime he mentioned Dove, I had to admit that I remembered the damn advertisements, I knew the catch line.
Funny thing, I think he sold marketing to people who were not sold on it before.
Now everytime I see an ad I will find myself analysing it, checking its merits, and maybe even buying the product to show my appreciation to the copywriter. It is all very strange. But mind you, this does not mean that ALL adverts have any merit.
November 2, 2007
If you want to have ANYTHING to do with advertising, you must read this book. If you want to have ANYTHING to do with graphic design, you must have something to do with advertising...
April 12, 2023
Highly informative and wonderfully written. Its full of personal anecdotes and glossy photos.
August 1, 2020
賰鬲丕亘 乇丕卅毓 亘賯賱賲 丿賷賮賷丿 兀賵噩賷賱賮賷 (兀亘賵 丕賱廿毓賱丕賳丕鬲) 賵毓賳 賳馗乇鬲賴 賵賳氐丕卅丨賴 賮賷賲丕 賷禺氐 丕賱廿毓賱丕賳丕鬲 賵賰匕賱賰 鬲噩丕乇亘賴 賮賷 賴匕丕 丕賱賲噩丕賱.
May 16, 2023
Anak ahensi kayaknya udah nggak asing lagi dengan nama Ogilvy. Sampai sekarang, kalau kerja di Ogilvy & Mather rasanya punya prestis sendiri. Aku pribadi belum tertarik buat nyemplung ke dunia periklanan sebab selama ini masih asik (sendiri) di bidang Marketing & Sales. Tapi itu bukan berarti aku nggak perlu buka wawasan.
Baca Ogilvy on Advertising cuma karena pengin tahu dan pengin belajar. Ternyata malah dapat yang lebih. Cerita tentang usaha David Ogilvy bisa sampai sebesar sekarang paling cuma 20%. Sisanya adalah "ajaran" yang telah ia praktikkan bertahun-tahun dan sekiranya masih bisa diterapkan pada zaman sekarang.
Aku cukup takjub bagaimana buku ini lumayan detil dalam menjelaskan sesuatu. Misalnya saja, ada bab khusus tentang bikin iklan untuk televisi, bikin iklan untuk media cetak, bagaimana menggaet klien, bagaimana mengerjakan permintaan klien dari luar negeri. Saking lubernya, aku mengira kalau buku ini semacam handbook (atau guidebook malah ya?) buat mereka yang kerja di Ogilvy & Mather.
Pertama kali terbit tahun 80an dan akhirnya dicetak ulang pada 2023 ini. Sebelum pendahuluan, ada catatan bahwa ada revisi minor untuk menyesuaikan pada konteks kekinian. Dan setelah aku baca sampai habis, rasanya memang apa yang dituangkan oleh David Ogilvy masih bisa dieksplorasi pada zaman sekarang.
Hal yang kusuka, Ogilvy nggak kebanyakan cerita yang nggak penting. Dia lebih banyak main bullet points dan subbab pendek. Buku ini juga nggak pakai banyak istilah teknis yang rumit.
Selain penjelasan, tips & trik, strategi, dan taktik, buku ini juga dilengkapi dengan contoh copy iklan yang pernah mereka kerjakan. Sayangnya, karena buku hitam putih, jadilah yang kelihatan cuma headlines aja.
Buatku, buku ini memberi pengetahuan baru. Minimal sebagai modal meminimalisir pertengkaran (kecil) antara anak Marketing dengan anak Copy hehe.
Baca Ogilvy on Advertising cuma karena pengin tahu dan pengin belajar. Ternyata malah dapat yang lebih. Cerita tentang usaha David Ogilvy bisa sampai sebesar sekarang paling cuma 20%. Sisanya adalah "ajaran" yang telah ia praktikkan bertahun-tahun dan sekiranya masih bisa diterapkan pada zaman sekarang.
Aku cukup takjub bagaimana buku ini lumayan detil dalam menjelaskan sesuatu. Misalnya saja, ada bab khusus tentang bikin iklan untuk televisi, bikin iklan untuk media cetak, bagaimana menggaet klien, bagaimana mengerjakan permintaan klien dari luar negeri. Saking lubernya, aku mengira kalau buku ini semacam handbook (atau guidebook malah ya?) buat mereka yang kerja di Ogilvy & Mather.
Pertama kali terbit tahun 80an dan akhirnya dicetak ulang pada 2023 ini. Sebelum pendahuluan, ada catatan bahwa ada revisi minor untuk menyesuaikan pada konteks kekinian. Dan setelah aku baca sampai habis, rasanya memang apa yang dituangkan oleh David Ogilvy masih bisa dieksplorasi pada zaman sekarang.
Hal yang kusuka, Ogilvy nggak kebanyakan cerita yang nggak penting. Dia lebih banyak main bullet points dan subbab pendek. Buku ini juga nggak pakai banyak istilah teknis yang rumit.
Selain penjelasan, tips & trik, strategi, dan taktik, buku ini juga dilengkapi dengan contoh copy iklan yang pernah mereka kerjakan. Sayangnya, karena buku hitam putih, jadilah yang kelihatan cuma headlines aja.
Buatku, buku ini memberi pengetahuan baru. Minimal sebagai modal meminimalisir pertengkaran (kecil) antara anak Marketing dengan anak Copy hehe.
April 12, 2016
I麓m much more keen on propaganda than advertising nowadays. However, I enjoyed re-reading this book a lot. I had read this years ago for an introductory class on advertising. It麓s required reading for any publicist since it develops fundamental concepts about the trade that David learned through experience and research.
The chapter on 麓Competing with Procter & Gamble麓 and the description of their methods was my favorite.
The 閬� of ethics in advertising.
"If you and your competitors all make excellent products, don麓t try to imply that your product is better. Just say what麓s good about your product - and do a clearer, more honest, more informative job of saying it... This approach to advertising parity products does not insult the intelligence of consumers. Who can blame you for putting your best foot forward?"
Is this David麓s?
The aesthetics of it reminded me of this scene of Pierrot le Fou (1965) Directed by Jean-Luc Godard:
"Advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatever.(That is the most important sentence in this book. Read it again.)"
I watched several of the author麓s interviews while reading this and he kept reminding me of Alan Watt麓s lectures:
The chapter on 麓Competing with Procter & Gamble麓 and the description of their methods was my favorite.
The 閬� of ethics in advertising.
"If you and your competitors all make excellent products, don麓t try to imply that your product is better. Just say what麓s good about your product - and do a clearer, more honest, more informative job of saying it... This approach to advertising parity products does not insult the intelligence of consumers. Who can blame you for putting your best foot forward?"
Is this David麓s?
The aesthetics of it reminded me of this scene of Pierrot le Fou (1965) Directed by Jean-Luc Godard:
"Advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatever.(That is the most important sentence in this book. Read it again.)"
I watched several of the author麓s interviews while reading this and he kept reminding me of Alan Watt麓s lectures:
November 25, 2010
If you've ever been interested in working at an ad agency, if you've ever worked at an ad agency, or if you ever had a strong affinity for the Mastercard Priceless (McCann Erickson) or the Got Milk campaign (Goodby Silverstein), you must read this book. Not only does David Ogilvy give great advice from inside the business, but he presents his wonderfully written copy with the best parts of a vintage Life magazine (the pictures). Ogilvy clearly states the best steps for breaking into the business, the best steps for business owners and how to advertise for various print and TV (however, this book was written in 1983 and lacks the most recent innovation of the internet).
Although Ogilvy makes his points clearly, there is a lot of repetition (specifically in the B2B chapter when compared to earlier sections). He consistently reinforces exactly how much he despises reverse type, the importance of newspaper layouts and the importance of truthful, purposeful copy. Yet he makes several confessions about his years in the business that prove that even the most amazing individuals are still human. Even David Ogilvy, the man who drove to work in his Roles Royce wearing his Sears suit, can still make ill informed decisions.
Recommended for everyone who has ever studied advertising, and even for those who enjoy catchy slogans and pretty pictures.
Although Ogilvy makes his points clearly, there is a lot of repetition (specifically in the B2B chapter when compared to earlier sections). He consistently reinforces exactly how much he despises reverse type, the importance of newspaper layouts and the importance of truthful, purposeful copy. Yet he makes several confessions about his years in the business that prove that even the most amazing individuals are still human. Even David Ogilvy, the man who drove to work in his Roles Royce wearing his Sears suit, can still make ill informed decisions.
Recommended for everyone who has ever studied advertising, and even for those who enjoy catchy slogans and pretty pictures.
July 10, 2020
Ogilvy on Advertising was published in the '80s, and it shows its age. This is because legendary ad-man David Ogilvy has predictions and opinions, most of which did not and will not ever come to pass. Apparently, print advertising is going to make a comeback, and people love reading long tracts of text. Most of the ads he references (whether by him or other firms) are hilariously out-of-date, and as you can imagine, they depict a world populated solely by white, cisgender, wealthy people. He's a little sexist (women make good managers because they're naturally inclined to babysit egos) and more than a little xenophobic when discussing advertising around the world. I will say he strives for broadmindedness at times although he can't escape being a relic in the 21st century.
Even still, Ogilvy shares some timeless pieces of advice that transcend Madison Avenue. He discusses positioning, engaging the creative brain (stuff it full of information and then turn off your mind), and how people select a brand to reflect their personality. It's not Mad Men, but it's an entertaining look into the world of Madison Avenue.
Even still, Ogilvy shares some timeless pieces of advice that transcend Madison Avenue. He discusses positioning, engaging the creative brain (stuff it full of information and then turn off your mind), and how people select a brand to reflect their personality. It's not Mad Men, but it's an entertaining look into the world of Madison Avenue.
October 27, 2020
The best book for everyone who belongs to Advertising Agencies or related field.
Read it as Bible of Advertising which covers almost all the departments from copy to designing to marketing and finance as well.
TAKE AWAYS
When I write an advertisement, I don鈥檛 want you to tell me that you find it 鈥榗reative.鈥� I want you to find it so interesting that you buy the product.
The wrong advertising can actually reduce the sales of a product.
You don鈥檛 stand a tinker鈥檚 chance of producing successful advertising unless you start by doing your homework.
You now have to decide what 鈥榠mage鈥� you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. The personality of a product is an amalgam of many things 鈥� its name, its packaging, its price, the style of its advertising, and, above all, the nature of the product itself
You can do homework from now until doomsday, but you will never win fame and fortune unless you also invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.
Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.
It will help you recognize a big idea if you ask yourself five questions: 1 Did it make me gasp when I first saw it? 2 Do I wish I had thought of it myself? 3 Is it unique? 4 Does it fit the strategy to perfection? 5 Could it be used for 30 years?
鈥業f you and your competitors all make excellent products, don鈥檛 try to imply that your product is better. Just say what鈥檚 good about your product 鈥� and do a clearer, more honest, more informative job of saying it.
You aren鈥檛 advertising to a standing army; you are advertising to a moving parade.
Leo Burnett said it better, 鈥榃hen you reach for the stars, you may not quite get one, but you won鈥檛 come up with a handful of mud either.鈥�
Your advertising isn鈥檛 working and your sales are going down. And everything depends on it. Your future depends on it, your family鈥檚 future depends on it, other people鈥檚 families depend on it. And you walk in this office and talk to me, and you sit in that chair. Now, what do you want out of me? Fine writing? Do you want masterpieces? Do you want glowing things that can be framed by copywriters? Or do you want to see the goddamned sales curve stop moving down and start moving up?
鈥榠f it doesn鈥檛 sell, it isn鈥檛 creative.鈥�
Always tell your client what you would do if you were in his shoes, but don鈥檛 grudge him the prerogative of deciding what advertising to run. It is his product, his money, and ultimately his responsibility.
To get a job in the Research Department of a good agency, you probably need a degree in statistics or psychology. You also need an analytical mind, and the ability to write readable reports.
Said Winston Churchill, 鈥楶ERFECTIONISM is spelled PARALYSIS.鈥�
鈥榃hen people aren鈥檛 having any fun, they don鈥檛 produce good advertising.鈥�
Don鈥檛 play politics. If you practice the fiendish art of divide et impera, your agency will go up in smoke.
The motivation which makes a man a good student is not the kind of motivation which makes him a good leader.
Great leaders are always fanatically committed to their jobs. They do not suffer from the crippling need to be universally loved. They have the guts to make unpopular decisions 鈥� including the guts to fire non-performers.
I do not believe that fear is a tool used by good leaders. People do their best work in a happy atmosphere.
Most of the great leaders I know have the ability to inspire people with their speeches. If you cannot write inspiring speeches yourself, use ghost-writers 鈥� but use good ones.
鈥業f your service is too generous, your clients will love you, but you will go broke.鈥�
Never allow two people to do a job which one could do.
Never summon people to your office; it frightens them. Instead, go to see them in their offices, unannounced. A boss who never wanders about his agency becomes an invisible hermit.
鈥業f you are going to choose your agency on the basis of price, you are looking through the wrong end of the telescope. What you should worry about is not the price you pay for your agency鈥檚 services, but the selling power of your advertising.鈥�
Tell your prospective client what your weak points are, before he notices them. This will make you more credible when you boast about your strong points.
If you boast about your genius for brilliant ideas, you run the risk that they will ask you why you don鈥檛 give them brilliant ideas.
The headlines which work best are those which promise the reader a benefit
鈥楬eadlines of ten words sell more merchandise than short headlines.鈥�
鈥業t is easier to write ten passably effective sonnets than one effective advertisement.鈥�
Stay away from superlatives like 鈥極ur product is the best in the world.鈥� Gallup calls this Brag and Boast. It convinces nobody.
Always try to include the price of your products. You may see a necklace in a jeweler鈥檚 window, but you don鈥檛 consider buying it because the price is not shown and you are too shy to go in and ask. It is the same way with advertisements. When the price of the product is left out, people have a way of turning the page.
More people read the captions under illustrations than read the body copy, so never use an illustration without putting a caption under it. Your caption should include the brand name and the promise.
Advertising agencies usually set their headlines in capital letters. This is a mistake. Professor Tinker of Stanford has established that capitals retard reading. They have no ascenders or descenders to help you recognize words, and tend to be read letter by letter.
Layouts should be simple, avoiding the arty devices dear to second-rate art directors 鈥� like type which is too big to be readable, eccentric designs and headlines at the bottom of the page. If you make your ads look like editorial pages, you will get more readers.
Headlines get five times the readership of the body copy. If your headline doesn鈥檛 sell, you have wasted your money. Your headline should promise a benefit, or deliver news, or offer a service, or tell a significant story, or recognize a problem, or quote a satisfied customer.
According to Professor Hall, the most successful commodity products differentiated themselves in one of two ways: either by low cost or by having the best reputation for quality or service.
Winston Churchill said, 鈥楽hort words are best, and the old words when short are best of all.鈥� This applies in spades to mail order copy.
鈥楾he more people trust you, the more they buy from you.鈥�
Remember, there is no correlation between the size of your audience and the number of orders you receive.
If you want to know more about direct response, start by reading Successful Direct Marketing Methods by Bob Stone, published by Crain Books in Chicago.
鈥楾he key to successful marketing is superior product performance鈥�. If the consumer does not perceive any real benefits in the brand, then no amount of ingenious advertising and selling can save it.鈥�
Advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatever.
Sometimes you will find that the promise which wins your test is already being used by one of your competitors. Poor you.
鈥榃e are no longer allowed to tell children to importune their mothers to buy our products.鈥�
Most marketers spend too much time worrying about how to revive products which are in trouble, and too little time worrying about how to make successful products even more successful. It is the mark of a brave man to admit defeat, cut his loss, and move on.
鈥楽ales are a function of product-value and advertising. Promotions cannot produce more than a temporary kink in the sales curve.鈥�
It is usually assumed that marketers use scientific methods to determine the price of their products. Nothing could be further from the truth. In almost every case, the process of decision is one of guesswork.
If you stop advertising a brand which is still in its introductory phase, you will probably kill it 鈥� for ever. Studies of the last six recessions have demonstrated that companies which do not cut back their advertising budgets achieve greater increases in profit than companies which do cut back.
鈥楾he codfish lays ten thousand eggs, The homely hen lays one. The codfish never cackles To tell you what she鈥檚 done 鈥� And so we scorn the codfish While the humble hen we prize. It only goes to show you That it pays to advertise!鈥�
The secret of his success was his ability to attract exceptionally able men, and to treat them with so much respect that they never left.
J. Walter Thompson 鈥� a psychologist, an economist, and a historian. He used to say that his agency was the 鈥榰niversity鈥� of advertising.
Rubicam used to say, 鈥楾he way we sell is to get read first.鈥�
鈥楢dvertising has a responsibility to behave properly. I proved that you can sell products without bamboozling the American public.鈥�
the creative process can be summed up in three things he said: 1 鈥楾here is an inherent drama in every product. Our No. 1 job is to dig for it and capitalize on it.鈥� 2 鈥榃hen you reach for the stars, you may not quite get one, but you won鈥檛 come up with a handful of mud either鈥� 3 鈥楽teep yourself in your subject, work like hell, and love, honor and obey your hunches.鈥�
Hopkins was interested in nothing but advertising. There is macabre pathos in the last sentence of his autobiography: 鈥楾he happiest are those who live closest to nature, an essential to advertising success.鈥�
鈥楬uman nature hasn鈥檛 changed for a billion years. It won鈥檛 even vary in the next billion years. Only superficial things have changed. It is fashionable to talk about changing men.
鈥楢dvertising is not the noblest creation of man鈥檚 mind, as so many of its advocates would like the public to think. It does not, single-handedly, sustain the whole structure of capitalism and democracy and the Free World. It is just as nonsensical to suggest that we are superhuman as to accept the indictment that we are subhuman. We are merely human, trying to do a necessary human job with dignity, with decency and with competence.鈥�
鈥楾here is one category of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.鈥�
Dishonest advertising is as evil as stuffing the ballot box. Perhaps the advertising people who have allowed their talents to be prostituted for this villainy are too naive to understand the complexity of the issues.
The best way to increase the sale of a product is to improve the product.
Read it as Bible of Advertising which covers almost all the departments from copy to designing to marketing and finance as well.
TAKE AWAYS
When I write an advertisement, I don鈥檛 want you to tell me that you find it 鈥榗reative.鈥� I want you to find it so interesting that you buy the product.
The wrong advertising can actually reduce the sales of a product.
You don鈥檛 stand a tinker鈥檚 chance of producing successful advertising unless you start by doing your homework.
You now have to decide what 鈥榠mage鈥� you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. The personality of a product is an amalgam of many things 鈥� its name, its packaging, its price, the style of its advertising, and, above all, the nature of the product itself
You can do homework from now until doomsday, but you will never win fame and fortune unless you also invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.
Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.
It will help you recognize a big idea if you ask yourself five questions: 1 Did it make me gasp when I first saw it? 2 Do I wish I had thought of it myself? 3 Is it unique? 4 Does it fit the strategy to perfection? 5 Could it be used for 30 years?
鈥業f you and your competitors all make excellent products, don鈥檛 try to imply that your product is better. Just say what鈥檚 good about your product 鈥� and do a clearer, more honest, more informative job of saying it.
You aren鈥檛 advertising to a standing army; you are advertising to a moving parade.
Leo Burnett said it better, 鈥榃hen you reach for the stars, you may not quite get one, but you won鈥檛 come up with a handful of mud either.鈥�
Your advertising isn鈥檛 working and your sales are going down. And everything depends on it. Your future depends on it, your family鈥檚 future depends on it, other people鈥檚 families depend on it. And you walk in this office and talk to me, and you sit in that chair. Now, what do you want out of me? Fine writing? Do you want masterpieces? Do you want glowing things that can be framed by copywriters? Or do you want to see the goddamned sales curve stop moving down and start moving up?
鈥榠f it doesn鈥檛 sell, it isn鈥檛 creative.鈥�
Always tell your client what you would do if you were in his shoes, but don鈥檛 grudge him the prerogative of deciding what advertising to run. It is his product, his money, and ultimately his responsibility.
To get a job in the Research Department of a good agency, you probably need a degree in statistics or psychology. You also need an analytical mind, and the ability to write readable reports.
Said Winston Churchill, 鈥楶ERFECTIONISM is spelled PARALYSIS.鈥�
鈥榃hen people aren鈥檛 having any fun, they don鈥檛 produce good advertising.鈥�
Don鈥檛 play politics. If you practice the fiendish art of divide et impera, your agency will go up in smoke.
The motivation which makes a man a good student is not the kind of motivation which makes him a good leader.
Great leaders are always fanatically committed to their jobs. They do not suffer from the crippling need to be universally loved. They have the guts to make unpopular decisions 鈥� including the guts to fire non-performers.
I do not believe that fear is a tool used by good leaders. People do their best work in a happy atmosphere.
Most of the great leaders I know have the ability to inspire people with their speeches. If you cannot write inspiring speeches yourself, use ghost-writers 鈥� but use good ones.
鈥業f your service is too generous, your clients will love you, but you will go broke.鈥�
Never allow two people to do a job which one could do.
Never summon people to your office; it frightens them. Instead, go to see them in their offices, unannounced. A boss who never wanders about his agency becomes an invisible hermit.
鈥業f you are going to choose your agency on the basis of price, you are looking through the wrong end of the telescope. What you should worry about is not the price you pay for your agency鈥檚 services, but the selling power of your advertising.鈥�
Tell your prospective client what your weak points are, before he notices them. This will make you more credible when you boast about your strong points.
If you boast about your genius for brilliant ideas, you run the risk that they will ask you why you don鈥檛 give them brilliant ideas.
The headlines which work best are those which promise the reader a benefit
鈥楬eadlines of ten words sell more merchandise than short headlines.鈥�
鈥業t is easier to write ten passably effective sonnets than one effective advertisement.鈥�
Stay away from superlatives like 鈥極ur product is the best in the world.鈥� Gallup calls this Brag and Boast. It convinces nobody.
Always try to include the price of your products. You may see a necklace in a jeweler鈥檚 window, but you don鈥檛 consider buying it because the price is not shown and you are too shy to go in and ask. It is the same way with advertisements. When the price of the product is left out, people have a way of turning the page.
More people read the captions under illustrations than read the body copy, so never use an illustration without putting a caption under it. Your caption should include the brand name and the promise.
Advertising agencies usually set their headlines in capital letters. This is a mistake. Professor Tinker of Stanford has established that capitals retard reading. They have no ascenders or descenders to help you recognize words, and tend to be read letter by letter.
Layouts should be simple, avoiding the arty devices dear to second-rate art directors 鈥� like type which is too big to be readable, eccentric designs and headlines at the bottom of the page. If you make your ads look like editorial pages, you will get more readers.
Headlines get five times the readership of the body copy. If your headline doesn鈥檛 sell, you have wasted your money. Your headline should promise a benefit, or deliver news, or offer a service, or tell a significant story, or recognize a problem, or quote a satisfied customer.
According to Professor Hall, the most successful commodity products differentiated themselves in one of two ways: either by low cost or by having the best reputation for quality or service.
Winston Churchill said, 鈥楽hort words are best, and the old words when short are best of all.鈥� This applies in spades to mail order copy.
鈥楾he more people trust you, the more they buy from you.鈥�
Remember, there is no correlation between the size of your audience and the number of orders you receive.
If you want to know more about direct response, start by reading Successful Direct Marketing Methods by Bob Stone, published by Crain Books in Chicago.
鈥楾he key to successful marketing is superior product performance鈥�. If the consumer does not perceive any real benefits in the brand, then no amount of ingenious advertising and selling can save it.鈥�
Advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatever.
Sometimes you will find that the promise which wins your test is already being used by one of your competitors. Poor you.
鈥榃e are no longer allowed to tell children to importune their mothers to buy our products.鈥�
Most marketers spend too much time worrying about how to revive products which are in trouble, and too little time worrying about how to make successful products even more successful. It is the mark of a brave man to admit defeat, cut his loss, and move on.
鈥楽ales are a function of product-value and advertising. Promotions cannot produce more than a temporary kink in the sales curve.鈥�
It is usually assumed that marketers use scientific methods to determine the price of their products. Nothing could be further from the truth. In almost every case, the process of decision is one of guesswork.
If you stop advertising a brand which is still in its introductory phase, you will probably kill it 鈥� for ever. Studies of the last six recessions have demonstrated that companies which do not cut back their advertising budgets achieve greater increases in profit than companies which do cut back.
鈥楾he codfish lays ten thousand eggs, The homely hen lays one. The codfish never cackles To tell you what she鈥檚 done 鈥� And so we scorn the codfish While the humble hen we prize. It only goes to show you That it pays to advertise!鈥�
The secret of his success was his ability to attract exceptionally able men, and to treat them with so much respect that they never left.
J. Walter Thompson 鈥� a psychologist, an economist, and a historian. He used to say that his agency was the 鈥榰niversity鈥� of advertising.
Rubicam used to say, 鈥楾he way we sell is to get read first.鈥�
鈥楢dvertising has a responsibility to behave properly. I proved that you can sell products without bamboozling the American public.鈥�
the creative process can be summed up in three things he said: 1 鈥楾here is an inherent drama in every product. Our No. 1 job is to dig for it and capitalize on it.鈥� 2 鈥榃hen you reach for the stars, you may not quite get one, but you won鈥檛 come up with a handful of mud either鈥� 3 鈥楽teep yourself in your subject, work like hell, and love, honor and obey your hunches.鈥�
Hopkins was interested in nothing but advertising. There is macabre pathos in the last sentence of his autobiography: 鈥楾he happiest are those who live closest to nature, an essential to advertising success.鈥�
鈥楬uman nature hasn鈥檛 changed for a billion years. It won鈥檛 even vary in the next billion years. Only superficial things have changed. It is fashionable to talk about changing men.
鈥楢dvertising is not the noblest creation of man鈥檚 mind, as so many of its advocates would like the public to think. It does not, single-handedly, sustain the whole structure of capitalism and democracy and the Free World. It is just as nonsensical to suggest that we are superhuman as to accept the indictment that we are subhuman. We are merely human, trying to do a necessary human job with dignity, with decency and with competence.鈥�
鈥楾here is one category of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.鈥�
Dishonest advertising is as evil as stuffing the ballot box. Perhaps the advertising people who have allowed their talents to be prostituted for this villainy are too naive to understand the complexity of the issues.
The best way to increase the sale of a product is to improve the product.
November 21, 2023
When I write an advertisement, I don鈥檛 want you to tell me that you find it 鈥榗reative.鈥� I want you to find it so interesting that you buy the product. When Aeschines spoke, they said, 鈥楬ow well he speaks.鈥� But when Demosthenes spoke, they said, 鈥楲et us march against Philip.鈥�
A discourse on advertising by the master of advertising, David Ogilvy himself.
I had wished to read the story behind Ogilvy and Mather (for which I should read 'Confessions of an advertising man' by the same author) and chosen this book, however it is an overall discourse on advertising which touches all the touchpoints for people in the business of Print Media, and has some very good relevance points with visuals and design in general.
The book serves as an act of zooming out and looking at advertising from a universal frame. It is very interesting and draws lots of references and examples along with sharp wit and humourous anecdotes.
A discourse on advertising by the master of advertising, David Ogilvy himself.
I had wished to read the story behind Ogilvy and Mather (for which I should read 'Confessions of an advertising man' by the same author) and chosen this book, however it is an overall discourse on advertising which touches all the touchpoints for people in the business of Print Media, and has some very good relevance points with visuals and design in general.
The book serves as an act of zooming out and looking at advertising from a universal frame. It is very interesting and draws lots of references and examples along with sharp wit and humourous anecdotes.
July 21, 2023
Engrossing book inundated with profound insights augmented with Ogilvy鈥檚 wry sense of humour, practicality and years of unparalleled knowledge garnered through his experience on this subject!
February 15, 2025
This book shows that learning from the late greats and looking at your profession's history is beneficial. I often spent 30 minutes before a workday sipping coffee and getting inspired by the teachings. While some information is outdated, many of the principles are timeless.
Key Takeaways:
> When selling something nearly identical to many other products in the market, all you can hope to do is explain the virtues more persuasively than your competitors and differentiate them by your advertising style. There is no need to compare and explain why you are "better". Just explain why you are "good."
> Committees can criticize, but they cannot create. Do your homework, avoid committees, and learn from research.
> "Chess is about as elaborate a waste of human intelligence as you could find anywhere outside an advertising agency." - If advertising is a waste of intelligence, it isn't a very serious one.
> Don't get a job in advertising unless it interests you more than anything in the world. There are easier ways to get rich.
> When people aren't having any fun, they don't produce good advertising. Get rid of sad dogs who spread gloom.
> Good executives are like father figures. Be understanding, considerate, and human enough to be affectionate. The best fathers are nurturing rather than controlling.
> Never hire friends, client's children, or your children. Ambitious people won't stay in companies that practice nepotism.
> Insist your people arrive on time, even if you pay a bonus to do so.
> Insist due dates are kept, even if it means late nights or weekends. Hard work never killed a man. People die of boredom and disease. Hard work can enliven morale - provided you are all a part of the push. Never leave the bridge in a storm.
> The best leaders had a strong unorthodox component in their character. They symbolize innovation. They exude self-confidence. They are never petty.
> Great leaders are always fanatically committed to their jobs. They do not suffer from the need to be universally loved. They have the guts to make unpopular decisions. They are decisive. They satisfy the psychological needs of their followers. They inspire people with speeches.
> "The leader must have infectious optimism and the determination to persevere in the face of difficulties. He must radiate confidence even when he himself is not too certain of the outcome. The final test of a leader is the feeling you have when you leave his presence after a conference. Do you feel uplifted and confident?
> Never allow two people to do a job that one could do.
> Never summon people to your office; it frightens them. Instead, go see them in their offices unannounced. A boss who never wanders about his agency becomes an invisible hermit.
> The easiest way to get new clients is to do good advertising.
> On new biz meetings - Don't sit clients and agency on either side of a table. Mix people up. Rehearse but never read the slides word for word. Listen. The more you get the prospective client to talk the easier it will be to gauge if you want them as a client. The day after the pitch send a three page letter outlining why they should pick you.
> On new biz in general - Never pay commission to an outsider who offers you new biz. Avoid clients whose ethos is incompatible with yours. Beware of ventures which spend little or nothing today but might become big, if all goes well. Servicing such non-accounts can be expensive, and few will make it.
> Erosion of morale does unacceptable damage to an agency.
> You must do different types of advertising if you want to go after a wide variety of industries.
> The bigger an agency grows, the more bureaucratic it becomes.
> Creativity is not a function of size. Small can be beautiful.
> As a client - Avoid committees. Pay what the agency charges - don't haggle. It will result in worse work. Once a year, give your agency a formal report on its performance. Don't strain your agency to go through more than two levels. Criticize work gently.
> Headlines - unless it's sold your product, you've wasted 90 percent of your money. The headlines which work best offer a benefit or tell news. If the audience is a small group, call them out in the headline "asthma, etc."
> The best photos are those which arouse curiosity.
> Testimonials from celebrities get a high recall, but readers remember the celebrity, not the product. They assume the celeb has been bought, which is usually the case. Testimonials from experts can be persuasive, like having an ex-burglar testify he had never been able to crash a Chubb safe.
> Good typography helps people read your copy. Bad typography prevents them from doing so. Advertising doesn't sell if nobody can read it.
> Humor, slice of life, and testimonials are all above-average ideas. Testimonials by celebs, cartoons, and musical vignettes are all below average.
> Make your commercials crystal clear if you want them to be understood.
> The easiest way to cut production costs is to remove talent.
> "With public opinion on its side, nothing can fail. With public opinion against it, nothing can succeed."
> Very few believe what corporations say. They see them as foolish, greedy, or even criminal. Remember this as the starting point for your voice when working on blue chip accounts.
> Make things as simple as possible without insulting people's intelligence. Present your case in terms of the audience's self-interest.
> When advertising unknown or high-end products, services, or places, start with a lot of information.
> Make sure your promises are important to your audience. Make this promise specific.
> Advertising is too valuable an instrument to be wasted only on commercial products. It justifies its existence only when it is used for social purposes.
> P&G Strategies - Never enter small categories unless they expect them to grow, and they set out to dominate every category they enter. Build huge volume to achieve low manufacturing costs and higher profit marginse (or lower prices). Often enter more than one brand into a category and allow each brand to compete with its sibling. Study the consumer and culture. Focus on superior products. They'd rather be right than first to market. Spent a lot of time researching strategy - but don't often change once aligned. Most all commercials include a moment of confirmation (someone using their products for payoff). They believe the first duty of advertising is to communicate effectively, not be original or entertaining. Rarely use celebs. Non-stop advertising.
> Advertising that promises no benefit to the consumer does not sell, yet the majority of companies contain no promise.
> Try to find a brand promise that is not only persuasive but also unique.
> Research can tell you whether you're communicating what you intend. "When you say something, make sure you have said it. Chances of you having said it are only fair."
> Research can be a good tool to settle arguments.
> Research cannot answer which campaign will make the biggest contribution to our brand over years. Here, you still have to rely on judgment.
> Consumers often judge the quality of product by its price. The higher price, the more desirable it becomes.
> You can judge the vitality of a company by the number of new products it brings to market.
> Sometimes products fail because they are too new. They might succeed in 10 years.
> Naming your products - Look at names of men and women. Meaningless names can take time and money to provide sales appeal. Descriptive names can start with sales appeal but are often too specific for line extensions.
> It has become prohibitively expensive to launch brands aimed at a dominant share of the market. Even manufacturers with the biggest budgets find it more profitable to aim for new brands in narrower markets.
> Focus on your successful products, not problem children.
> Promotions cannot produce more than a temporary kink in sales.
> If you stop advertising a brand which is still in its introduction phase, you will probably kill it.
> Keep your eye glued to the heavy users. They are unlike occasional users.
> Consumers don't buy just one brand of product. They have a list of 4-5 they move between. They almost never buy a brand that has not been added to their list during its first year on the market. Thus, launch advertising is a matter of life and death.
> Consumers mostly ignore advertising for brands they aren't already using.
> The task of advertising is not primarily one of conversion but rather reinforcement and assurance.
> The likeness of the giants - A sense of detail with a gift for grasping the big picture. Gift for predicting consumer reaction. Ability to work long and hard (15-hour days). Wanting to show what can be done with the brain vs. make money. Perfectionist (the client remembers an outstanding job years after he has forgotten that it was two months late).
> "In advertising, the beginning of greatness is to be different, and the beginning of failure is to be the same."
> "There is an inherent drama in every product. Our No. 1 job is to dig for it and capitalize on it."
> "When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either."
> "Steep yourself in your subject, work like hell, and love, honor, and obey your hunches."
> "Looking back over our greatest achievements, I recall that few of them were generated in an atmosphere of sweetness, light, and enthusiasm, but rather one of dynamic tension, complicated by off-stage muttering."
> "Ad writers forget they are salesmen and try to be performers. Instead of sales, they seek applause."
> The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them, he will fail.
> Advertising is no more and no less than a reasonably efficient way to sell.
> Say no to political clients.
> Advertising can only sell bad products once.
> Customers are more interested in facts than we think.
Key Takeaways:
> When selling something nearly identical to many other products in the market, all you can hope to do is explain the virtues more persuasively than your competitors and differentiate them by your advertising style. There is no need to compare and explain why you are "better". Just explain why you are "good."
> Committees can criticize, but they cannot create. Do your homework, avoid committees, and learn from research.
> "Chess is about as elaborate a waste of human intelligence as you could find anywhere outside an advertising agency." - If advertising is a waste of intelligence, it isn't a very serious one.
> Don't get a job in advertising unless it interests you more than anything in the world. There are easier ways to get rich.
> When people aren't having any fun, they don't produce good advertising. Get rid of sad dogs who spread gloom.
> Good executives are like father figures. Be understanding, considerate, and human enough to be affectionate. The best fathers are nurturing rather than controlling.
> Never hire friends, client's children, or your children. Ambitious people won't stay in companies that practice nepotism.
> Insist your people arrive on time, even if you pay a bonus to do so.
> Insist due dates are kept, even if it means late nights or weekends. Hard work never killed a man. People die of boredom and disease. Hard work can enliven morale - provided you are all a part of the push. Never leave the bridge in a storm.
> The best leaders had a strong unorthodox component in their character. They symbolize innovation. They exude self-confidence. They are never petty.
> Great leaders are always fanatically committed to their jobs. They do not suffer from the need to be universally loved. They have the guts to make unpopular decisions. They are decisive. They satisfy the psychological needs of their followers. They inspire people with speeches.
> "The leader must have infectious optimism and the determination to persevere in the face of difficulties. He must radiate confidence even when he himself is not too certain of the outcome. The final test of a leader is the feeling you have when you leave his presence after a conference. Do you feel uplifted and confident?
> Never allow two people to do a job that one could do.
> Never summon people to your office; it frightens them. Instead, go see them in their offices unannounced. A boss who never wanders about his agency becomes an invisible hermit.
> The easiest way to get new clients is to do good advertising.
> On new biz meetings - Don't sit clients and agency on either side of a table. Mix people up. Rehearse but never read the slides word for word. Listen. The more you get the prospective client to talk the easier it will be to gauge if you want them as a client. The day after the pitch send a three page letter outlining why they should pick you.
> On new biz in general - Never pay commission to an outsider who offers you new biz. Avoid clients whose ethos is incompatible with yours. Beware of ventures which spend little or nothing today but might become big, if all goes well. Servicing such non-accounts can be expensive, and few will make it.
> Erosion of morale does unacceptable damage to an agency.
> You must do different types of advertising if you want to go after a wide variety of industries.
> The bigger an agency grows, the more bureaucratic it becomes.
> Creativity is not a function of size. Small can be beautiful.
> As a client - Avoid committees. Pay what the agency charges - don't haggle. It will result in worse work. Once a year, give your agency a formal report on its performance. Don't strain your agency to go through more than two levels. Criticize work gently.
> Headlines - unless it's sold your product, you've wasted 90 percent of your money. The headlines which work best offer a benefit or tell news. If the audience is a small group, call them out in the headline "asthma, etc."
> The best photos are those which arouse curiosity.
> Testimonials from celebrities get a high recall, but readers remember the celebrity, not the product. They assume the celeb has been bought, which is usually the case. Testimonials from experts can be persuasive, like having an ex-burglar testify he had never been able to crash a Chubb safe.
> Good typography helps people read your copy. Bad typography prevents them from doing so. Advertising doesn't sell if nobody can read it.
> Humor, slice of life, and testimonials are all above-average ideas. Testimonials by celebs, cartoons, and musical vignettes are all below average.
> Make your commercials crystal clear if you want them to be understood.
> The easiest way to cut production costs is to remove talent.
> "With public opinion on its side, nothing can fail. With public opinion against it, nothing can succeed."
> Very few believe what corporations say. They see them as foolish, greedy, or even criminal. Remember this as the starting point for your voice when working on blue chip accounts.
> Make things as simple as possible without insulting people's intelligence. Present your case in terms of the audience's self-interest.
> When advertising unknown or high-end products, services, or places, start with a lot of information.
> Make sure your promises are important to your audience. Make this promise specific.
> Advertising is too valuable an instrument to be wasted only on commercial products. It justifies its existence only when it is used for social purposes.
> P&G Strategies - Never enter small categories unless they expect them to grow, and they set out to dominate every category they enter. Build huge volume to achieve low manufacturing costs and higher profit marginse (or lower prices). Often enter more than one brand into a category and allow each brand to compete with its sibling. Study the consumer and culture. Focus on superior products. They'd rather be right than first to market. Spent a lot of time researching strategy - but don't often change once aligned. Most all commercials include a moment of confirmation (someone using their products for payoff). They believe the first duty of advertising is to communicate effectively, not be original or entertaining. Rarely use celebs. Non-stop advertising.
> Advertising that promises no benefit to the consumer does not sell, yet the majority of companies contain no promise.
> Try to find a brand promise that is not only persuasive but also unique.
> Research can tell you whether you're communicating what you intend. "When you say something, make sure you have said it. Chances of you having said it are only fair."
> Research can be a good tool to settle arguments.
> Research cannot answer which campaign will make the biggest contribution to our brand over years. Here, you still have to rely on judgment.
> Consumers often judge the quality of product by its price. The higher price, the more desirable it becomes.
> You can judge the vitality of a company by the number of new products it brings to market.
> Sometimes products fail because they are too new. They might succeed in 10 years.
> Naming your products - Look at names of men and women. Meaningless names can take time and money to provide sales appeal. Descriptive names can start with sales appeal but are often too specific for line extensions.
> It has become prohibitively expensive to launch brands aimed at a dominant share of the market. Even manufacturers with the biggest budgets find it more profitable to aim for new brands in narrower markets.
> Focus on your successful products, not problem children.
> Promotions cannot produce more than a temporary kink in sales.
> If you stop advertising a brand which is still in its introduction phase, you will probably kill it.
> Keep your eye glued to the heavy users. They are unlike occasional users.
> Consumers don't buy just one brand of product. They have a list of 4-5 they move between. They almost never buy a brand that has not been added to their list during its first year on the market. Thus, launch advertising is a matter of life and death.
> Consumers mostly ignore advertising for brands they aren't already using.
> The task of advertising is not primarily one of conversion but rather reinforcement and assurance.
> The likeness of the giants - A sense of detail with a gift for grasping the big picture. Gift for predicting consumer reaction. Ability to work long and hard (15-hour days). Wanting to show what can be done with the brain vs. make money. Perfectionist (the client remembers an outstanding job years after he has forgotten that it was two months late).
> "In advertising, the beginning of greatness is to be different, and the beginning of failure is to be the same."
> "There is an inherent drama in every product. Our No. 1 job is to dig for it and capitalize on it."
> "When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either."
> "Steep yourself in your subject, work like hell, and love, honor, and obey your hunches."
> "Looking back over our greatest achievements, I recall that few of them were generated in an atmosphere of sweetness, light, and enthusiasm, but rather one of dynamic tension, complicated by off-stage muttering."
> "Ad writers forget they are salesmen and try to be performers. Instead of sales, they seek applause."
> The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them, he will fail.
> Advertising is no more and no less than a reasonably efficient way to sell.
> Say no to political clients.
> Advertising can only sell bad products once.
> Customers are more interested in facts than we think.
February 11, 2021
賴賵 丕賱卮睾賱 賮賷 丕賱廿毓賱丕賳丕鬲 賰賱賴 禺賮丞 丿賲 賵乇賵卮賳丞責
丿賴 丕賱廿賳胤亘丕毓 丕賱睾賱胤 丕賱賱賷 兀睾賱亘 丕賱賳丕爻 亘鬲丕禺丿賴 毓賳 丕賱賲噩丕賱 丿賴. 賵丕賱賱賷 丕鬲兀賰丿鬲 丕賳賴 睾賱胤 亘毓丿 賲丕 賯乇賷鬲 賰鬲丕亘 Ogilvy on Advertising 丕賱賱賷 賰鬲亘賴 兀賵噩賷賱賮賷 賮賷 賳賴丕賷丞 丨賷丕鬲賴 丕賱賲賴賳賷丞 賵亘賷賳賯賱 賮賷賴 禺賱丕氐丞 鬲噩乇亘鬲賴 賰 賰賵亘賷 乇丕賷鬲乇 賰丕賳 卮睾賱賴 毓賱丕賲丞 賮丕乇賯丞 賮賷 鬲丕乇賷禺 兀賰亘乇 丕賱毓賱丕賲丕鬲 丕賱鬲噩丕乇賷丞.
亘乇睾賲 丕賳 鬲噩乇亘丞 兀賵噩賷賱賮賷 賰丕賳鬲 賮賷 夭賲賳 氐賳丕毓丞 丕賱廿毓賱丕賳丕鬲 賮賷賴 賰丕賳鬲 賲禺鬲賱賮丞 亘卮賰賱 賰亘賷乇 噩丿丕 毓賳 丿賱賵賯鬲賷貙 亘爻 丕賱鬲噩乇亘丞 賲賱賴賲丞 賵鬲賯乇賷亘丕 兀睾賱亘 (丕賱丿乇賵爻 丕賱賲爻鬲賮丕丿丞) 賵丕賱賳氐丕賷丨 丕賱賱賷 賯丕賱賴丕 賲賱賴賲丞 噩丿丕 賵賲賳丕爻亘丞 賱兀賶 丨丿 亘賷鬲卮睾賱 賮賷 丕賱賲噩丕賱 丿賴 丨丕賱賷丕.
毓賳 賳賮爻賷 賰賳鬲 亘丨丕賵賱 兀胤亘賯 丨丕噩丕鬲 賰鬲賷乇 賲賳 賳氐丕賷丨丞 賮賷 卮睾賱賷 賵丕賱賲賵囟賵毓 丿賴 賰丕賳 亘賷賮鬲丨賱賷 爻賰賰 噩丿賷丿丞 賮乇賯鬲 賲毓丕賷丕 亘卮賰賱 賰亘賷乇.
賲賳 兀賰鬲乇 丕賱丨丕噩丕鬲 丕賱賱賷 毓噩亘鬲賳賷 賴賶 乇兀賶 兀賵噩賷賱賮賷 丕賳 兀賴賲 賲賴丕乇丞 賱賱賰賵亘賷 乇丕賷鬲乇 丕賱卮丕胤乇 賵丕賱賱賷 賴鬲賲賷夭 卮睾賱賴 毓賳 兀賶 丨丿 賴賶 丕賳賴 賷賰賵賳 賮丕賴賲 丕賱賳丕爻 亘鬲賮賰乇 丕夭丕賶 賵亘鬲丕禺丿 賯乇丕乇賴丕 丕夭丕賶. 賵亘賷毓乇賮 賷毓賲賱 乇賷爻賷乇卮 賰賵賷爻 賵賷胤賱毓 亘賳鬲丕賷噩 鬲賯丿乇 鬲毓賱賷 卮睾賱賴.
賲賳 丕賱丌禺乇 賷賰賵賳 亘賷毓乇賮 賷胤賱毓 亘 insights 氐丕賷毓丞.
禺賮丞 丕賱丿賲 賵丕賱賰鬲丕亘丞 丕賱賰賵賷爻丞 賴賲 丕賱賰乇賷夭丞 丕賱賱賷 賮賵賯 丕賱鬲賵乇鬲丞貙 賱賰賳 賱賵丨丿賴賲 賲賳 睾賷乇 賲匕丕賰乇丞 賵卮睾賱 賰鬲賷乇 賲卮 賴賷賵氐賱賵丕 氐丕丨亘賴賲 賱丨丕噩丞.
兀囟毓賮 噩夭亍 亘丕賱賳爻亘丕賱賷 賴賵 丿賮丕毓賴 毓賳 兀禺賱丕賯賷丞 丕賱卮睾賱 賮賷 丕賱廿毓賱丕賳丕鬲. 毓丿丿 賲賳 丕賱丨噩噩 丕賱賱賷 賯丿賲賴丕 賰丕賳 囟毓賷賮 噩丿丕. 亘爻 賷丨爻亘賱賴 胤亘毓丕 丕賳賴 賰丕賳 亘賷賳氐丨 毓賲賱丕丐賴 賷爻鬲睾賳賵丕 毓賳 廿毓賱丕賳丕鬲 丕賱billboards 亘毓丿 賲丕 兀孬亘鬲 丕賳賴丕 亘鬲夭賵丿 賳爻亘丞 丕賱丨賵丕丿孬.
賰鬲丕亘 噩賲賷賱 賴賷賮賷丿 兀賶 丨丿 賲賴鬲賲 亘丕賱廿毓賱丕賳丕鬲. 亘爻 丨丕賵賱 鬲賯乇丕賴 亘丕賱乇丕丨丞 賵鬲賮賰乇 丕夭丕賶 鬲胤亘賯賴 毓賱賶 丕賱賵賯鬲 丕賱丨丕賱賷.
丿賴 丕賱廿賳胤亘丕毓 丕賱睾賱胤 丕賱賱賷 兀睾賱亘 丕賱賳丕爻 亘鬲丕禺丿賴 毓賳 丕賱賲噩丕賱 丿賴. 賵丕賱賱賷 丕鬲兀賰丿鬲 丕賳賴 睾賱胤 亘毓丿 賲丕 賯乇賷鬲 賰鬲丕亘 Ogilvy on Advertising 丕賱賱賷 賰鬲亘賴 兀賵噩賷賱賮賷 賮賷 賳賴丕賷丞 丨賷丕鬲賴 丕賱賲賴賳賷丞 賵亘賷賳賯賱 賮賷賴 禺賱丕氐丞 鬲噩乇亘鬲賴 賰 賰賵亘賷 乇丕賷鬲乇 賰丕賳 卮睾賱賴 毓賱丕賲丞 賮丕乇賯丞 賮賷 鬲丕乇賷禺 兀賰亘乇 丕賱毓賱丕賲丕鬲 丕賱鬲噩丕乇賷丞.
亘乇睾賲 丕賳 鬲噩乇亘丞 兀賵噩賷賱賮賷 賰丕賳鬲 賮賷 夭賲賳 氐賳丕毓丞 丕賱廿毓賱丕賳丕鬲 賮賷賴 賰丕賳鬲 賲禺鬲賱賮丞 亘卮賰賱 賰亘賷乇 噩丿丕 毓賳 丿賱賵賯鬲賷貙 亘爻 丕賱鬲噩乇亘丞 賲賱賴賲丞 賵鬲賯乇賷亘丕 兀睾賱亘 (丕賱丿乇賵爻 丕賱賲爻鬲賮丕丿丞) 賵丕賱賳氐丕賷丨 丕賱賱賷 賯丕賱賴丕 賲賱賴賲丞 噩丿丕 賵賲賳丕爻亘丞 賱兀賶 丨丿 亘賷鬲卮睾賱 賮賷 丕賱賲噩丕賱 丿賴 丨丕賱賷丕.
毓賳 賳賮爻賷 賰賳鬲 亘丨丕賵賱 兀胤亘賯 丨丕噩丕鬲 賰鬲賷乇 賲賳 賳氐丕賷丨丞 賮賷 卮睾賱賷 賵丕賱賲賵囟賵毓 丿賴 賰丕賳 亘賷賮鬲丨賱賷 爻賰賰 噩丿賷丿丞 賮乇賯鬲 賲毓丕賷丕 亘卮賰賱 賰亘賷乇.
賲賳 兀賰鬲乇 丕賱丨丕噩丕鬲 丕賱賱賷 毓噩亘鬲賳賷 賴賶 乇兀賶 兀賵噩賷賱賮賷 丕賳 兀賴賲 賲賴丕乇丞 賱賱賰賵亘賷 乇丕賷鬲乇 丕賱卮丕胤乇 賵丕賱賱賷 賴鬲賲賷夭 卮睾賱賴 毓賳 兀賶 丨丿 賴賶 丕賳賴 賷賰賵賳 賮丕賴賲 丕賱賳丕爻 亘鬲賮賰乇 丕夭丕賶 賵亘鬲丕禺丿 賯乇丕乇賴丕 丕夭丕賶. 賵亘賷毓乇賮 賷毓賲賱 乇賷爻賷乇卮 賰賵賷爻 賵賷胤賱毓 亘賳鬲丕賷噩 鬲賯丿乇 鬲毓賱賷 卮睾賱賴.
賲賳 丕賱丌禺乇 賷賰賵賳 亘賷毓乇賮 賷胤賱毓 亘 insights 氐丕賷毓丞.
禺賮丞 丕賱丿賲 賵丕賱賰鬲丕亘丞 丕賱賰賵賷爻丞 賴賲 丕賱賰乇賷夭丞 丕賱賱賷 賮賵賯 丕賱鬲賵乇鬲丞貙 賱賰賳 賱賵丨丿賴賲 賲賳 睾賷乇 賲匕丕賰乇丞 賵卮睾賱 賰鬲賷乇 賲卮 賴賷賵氐賱賵丕 氐丕丨亘賴賲 賱丨丕噩丞.
兀囟毓賮 噩夭亍 亘丕賱賳爻亘丕賱賷 賴賵 丿賮丕毓賴 毓賳 兀禺賱丕賯賷丞 丕賱卮睾賱 賮賷 丕賱廿毓賱丕賳丕鬲. 毓丿丿 賲賳 丕賱丨噩噩 丕賱賱賷 賯丿賲賴丕 賰丕賳 囟毓賷賮 噩丿丕. 亘爻 賷丨爻亘賱賴 胤亘毓丕 丕賳賴 賰丕賳 亘賷賳氐丨 毓賲賱丕丐賴 賷爻鬲睾賳賵丕 毓賳 廿毓賱丕賳丕鬲 丕賱billboards 亘毓丿 賲丕 兀孬亘鬲 丕賳賴丕 亘鬲夭賵丿 賳爻亘丞 丕賱丨賵丕丿孬.
賰鬲丕亘 噩賲賷賱 賴賷賮賷丿 兀賶 丨丿 賲賴鬲賲 亘丕賱廿毓賱丕賳丕鬲. 亘爻 丨丕賵賱 鬲賯乇丕賴 亘丕賱乇丕丨丞 賵鬲賮賰乇 丕夭丕賶 鬲胤亘賯賴 毓賱賶 丕賱賵賯鬲 丕賱丨丕賱賷.
November 15, 2020
Bleda senka svog starijeg brata, Confessions of an Advertising man. Stampana je na masnom papiru, sa ikoni膷kom tipografijom, u formatu koji dozvoljava niz radova koji prate tekst. Sve su to tragovi koji upozoravaju da je ovo bro拧ura za Ogilvy&Mather, a ne knjiga. Na svaki savet oki膰en superlativima valja dodati "uglavnom, ali zavisi od konteksta".
September 19, 2018
袨谐懈谢胁懈 芯锌懈褋褘胁邪械褌 斜邪蟹芯胁褘械 锌褉懈薪褑懈锌褘 懈 锌褉邪胁懈谢邪 褉械泻谢邪屑褘, 泻芯褌芯褉褘械 褉邪斜芯褌邪谢懈 胁 械谐芯 胁褉械屑褟. 袦薪芯谐懈械 懈蟹 薪懈褏 褉邪斜芯褌邪褞褌 锌芯 褋械泄 写械薪褜 懈 锌褉芯写芯谢卸邪褌 褉邪斜芯褌邪褌褜 胁 斜褍写褍褖械屑.
袪械泻芯屑械薪写褍褞 泻 锌褉芯褔褌械薪懈褞 胁褋械屑, 褔褜械 写械谢芯 褌邪泻 懈谢懈 懈薪邪褔械 褋胁褟蟹邪薪芯 褋 褉械泻谢邪屑芯泄. 袦薪芯谐芯械 懈蟹 薪邪锌懈褋邪薪薪芯谐芯 邪泻褌褍邪谢褜薪芯 胁 褋胁芯械胁褉械屑械薪薪芯屑 屑懈褉械 懈薪褌械褉薪械褌-褉械泻谢邪屑褘.
袪械泻芯屑械薪写褍褞 泻 锌褉芯褔褌械薪懈褞 胁褋械屑, 褔褜械 写械谢芯 褌邪泻 懈谢懈 懈薪邪褔械 褋胁褟蟹邪薪芯 褋 褉械泻谢邪屑芯泄. 袦薪芯谐芯械 懈蟹 薪邪锌懈褋邪薪薪芯谐芯 邪泻褌褍邪谢褜薪芯 胁 褋胁芯械胁褉械屑械薪薪芯屑 屑懈褉械 懈薪褌械褉薪械褌-褉械泻谢邪屑褘.
August 5, 2015
You can read it hundred times.
June 9, 2019
A bit dated these days but some really insightful wisdom in here.
September 24, 2021
This book is quite insightful if you've not read much about advertising or marketing before. It helps that it stays readable by keeping a dry sense of humour throughout. The author David Ogilvy was a titan in the field and worked from the 1930's till the '80s. His lasting legacy was to turn advertising from a purely creative pursuit to one backed by research and experiments. He tried hard to show that his methods led to more sales. In his own words, the most important sentence in the book is this: "Advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatever."
A bit of biographical detail may help locate this book better. Ogilvy started off selling cookers door-to-door in England. But he soon moved to the US to work for Gallup's "Audience Research Institute" where he learnt the effectiveness of surveys and quantitative tools. This remained an influence throughout his long career in print, billboard, radio and TV ads. While he can write a chapter titled "The 18 Miracles of Research", he can also come down hard on research which takes too long and produces no actionable items to drive a campaign forward. An utter rarity of a man, he was at one time both the Research Director and Creative Director of Ogilvy Inc!
The book's chapters are essays on topics like how to create advertising that sells, what copywriting techniques work for print and TV, what you can learn from Procter and Gamble, what kind of research should back up your advertising...and so on. There are also chapters on the logistics of running an ad agency - finding clients, hiring etc. These you can skip if you're interested only in advertisement related advice.
According to Ogilvy, to create a good ad you should first do some homework and understand the product's positioning and the brand's image / personality. After that, if you get a "big idea", you might go on to make a great ad. What are some examples of great ads? Well, not that you'd have heard of any of these: Merrill Lynch's , the commercial and so on. What makes this book great is passages like the following, where Ogilvy explains why staying humble is key when a possibly great idea is being birthed. Ask yourself: Did it make you gasp? Did you wish you'd thought of it yourself? Is it unique? Does it fit the strategy to perfection? And crucially, Can it be used for 30 years (meaning a loong time)?
That Ogilvy has spent a long time connecting the creative to the commercial becomes clear: "Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed [emphasis as in the original], or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you".
He admits that such big ideas happen only a few dozen times in one's career. For the rest of the occasions, he offers suggestions he believes can multiply your ad's effectiveness. "For 35 years I have continued on the course charted by Gallup, collecting factors the way other men collect pictures and postage stamps."
These "factors" span everything from font size (serif is better!), color combinations (never white text on black!), to should you use sexuality (not if it's irrelevant to the product: "To show bosoms in a detergent advertisement would not sell the detergent") and so on. A surprising pattern he recommends is to use lots of text in a print ad as opposed to little, and an unethical method he suggests is to camouflage ads like editorial content. Also, he believes celebrities don't help!
Personally, I can see the sense in getting the basics right: lead by mentioning the benefit of the product, show the product a few times, demo the usage or packaging etc. But there is a tension in the broader suggestions which I don't think Ogilvy is able to settle, nor is there a permanently correct answer for all places. For example, he says that an ad with a story is always preferable. His own famous eye-patch for a shirt brand () hints at a backstory and makes the reader pause. But how far can you go in search of a story, brand image or big idea before you start undermining the benefits and relatability of a product?
I could end this review with any of a dozen quotable quotes from the book. So how about this one where he's berating again the prizing of form over function, aesthetic appeal over commerce: "Do you want masterpieces? Do you want glowing things that can be framed by copywriters? Or do you want to see the goddamned sales curve stop moving down and start moving up?" [emphasis in the original]
If such questions and their inherent tensions interest you, I suggest diving into this book.
A bit of biographical detail may help locate this book better. Ogilvy started off selling cookers door-to-door in England. But he soon moved to the US to work for Gallup's "Audience Research Institute" where he learnt the effectiveness of surveys and quantitative tools. This remained an influence throughout his long career in print, billboard, radio and TV ads. While he can write a chapter titled "The 18 Miracles of Research", he can also come down hard on research which takes too long and produces no actionable items to drive a campaign forward. An utter rarity of a man, he was at one time both the Research Director and Creative Director of Ogilvy Inc!
The book's chapters are essays on topics like how to create advertising that sells, what copywriting techniques work for print and TV, what you can learn from Procter and Gamble, what kind of research should back up your advertising...and so on. There are also chapters on the logistics of running an ad agency - finding clients, hiring etc. These you can skip if you're interested only in advertisement related advice.
According to Ogilvy, to create a good ad you should first do some homework and understand the product's positioning and the brand's image / personality. After that, if you get a "big idea", you might go on to make a great ad. What are some examples of great ads? Well, not that you'd have heard of any of these: Merrill Lynch's , the commercial and so on. What makes this book great is passages like the following, where Ogilvy explains why staying humble is key when a possibly great idea is being birthed. Ask yourself: Did it make you gasp? Did you wish you'd thought of it yourself? Is it unique? Does it fit the strategy to perfection? And crucially, Can it be used for 30 years (meaning a loong time)?
That Ogilvy has spent a long time connecting the creative to the commercial becomes clear: "Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed [emphasis as in the original], or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you".
He admits that such big ideas happen only a few dozen times in one's career. For the rest of the occasions, he offers suggestions he believes can multiply your ad's effectiveness. "For 35 years I have continued on the course charted by Gallup, collecting factors the way other men collect pictures and postage stamps."
These "factors" span everything from font size (serif is better!), color combinations (never white text on black!), to should you use sexuality (not if it's irrelevant to the product: "To show bosoms in a detergent advertisement would not sell the detergent") and so on. A surprising pattern he recommends is to use lots of text in a print ad as opposed to little, and an unethical method he suggests is to camouflage ads like editorial content. Also, he believes celebrities don't help!
Personally, I can see the sense in getting the basics right: lead by mentioning the benefit of the product, show the product a few times, demo the usage or packaging etc. But there is a tension in the broader suggestions which I don't think Ogilvy is able to settle, nor is there a permanently correct answer for all places. For example, he says that an ad with a story is always preferable. His own famous eye-patch for a shirt brand () hints at a backstory and makes the reader pause. But how far can you go in search of a story, brand image or big idea before you start undermining the benefits and relatability of a product?
I could end this review with any of a dozen quotable quotes from the book. So how about this one where he's berating again the prizing of form over function, aesthetic appeal over commerce: "Do you want masterpieces? Do you want glowing things that can be framed by copywriters? Or do you want to see the goddamned sales curve stop moving down and start moving up?" [emphasis in the original]
If such questions and their inherent tensions interest you, I suggest diving into this book.
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November 2, 2017I would be fascinated to hear his thoughts on advertising today. This book enters the early 1980s, but is concentrated largely on 50s & 60s evidence. At the insistence of his publisher, Ogilvy included a page of short predictions for the future, one of which was the total disappearance of the hated billboard. How he would loathe the digital boards of today, which are even more intrusive than the simple 鈥渟ame picture for a month鈥� billboards of my youth. Lots of interesting insight into how his mind (at least) worked. I am the sort that his business would detest: I pay almost no attention to advertising whatsoever. I don鈥檛 think my purchases are in any way related to ad campaigns. When I have focused on advertising it has been as a teacher, studying techniques of manipulation with first-year students: how to decode what ads are really doing, saying, and especially suggesting. He at least seems genuine. That is, in itself, quite an accomplishment given my biases.
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