Ogilvy on Advertising
by David Ogilvy
“If I could only have one book on advertising, this one would be it. I find myself continually referring to it and its principles whenever I teach or talk about advertising or copywriting.“
If this book had all the chapters removed except for one, “Wanted: a renaissance in print advertising,” it would still be worth ten times whatever you have to pay to get it. Throw in the other chapters and you have yourself a veritable gold mine of advertising wisdom.
The “Most important sentence in this book,” according to Ogilvy is:
“Advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatever.”
Some of the other things you’ll learn:
- How to product advertising that sells
- How to get clients
- How to create advertising that makes the cash register ring
- Twelve kinds of TV commercials that sell and four that don’t
- Secrets of success in direct mail
- Eighteen miracles of research
- What advertising can do for charities
- All you need to know about business-to-business advertising
- And much, much more
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