Ogilvy On Advertising by David Ogilvy

Ogilvy On Advertising by David Ogilvy

Summary

Brilliant and comprehensive guide to the ins and outs of advertising (and business) from one of the most well-known and respected admen.

Notes

1: Overture

2: How to produce advertising that sells

Do your homework

Brand image

What’s the big idea?

Make the product the hero

The lessons of direct response

What about sex?

3: Jobs in advertising — and how to get them

Copywriters

Account Executives

4: How to run an advertising agency

Hiring

Who not to hire

Five Tips

5: How to get clients

The meeting

Credit risks

6: Open letter to a client in search of an agency

7: Wanted: a renaissance in print advertising

Headlines

Illustrations

Body copy

Carnation Milk is the best in the land, 

Here I sit with a can in my hand. 

No tits to pull, no hay to pitch.

Just punch a hole in the son-of-a-bitch.

Shorty copy or long?

How to become a good copywriter

Layouts

Posters

Typography — ‘the eye is a creature of habit’

If you have to set very long copy, there are some typographical devices which increase its readership:

8: How to make TV commercials that sell

Radio — the Cinderella medium

9: Advertising Corporations

Can advertising influence legislation?

10: How to advertise foreign travel

11: The secrets of success in business-to-business advertising

Print

Differentiating commodity products

How to stimulate inquiries

Analyse your inquiries

Advertising to top management

12: Direct mail, my first love and secret weapon

Television

13: Advertising for good causes

Raising money

14: Competing with Proctor & Gamble

18: Miracles of research

16: What little I know about marketing

Promotions

Pricing is guesswork

18: Lasker, Resor, Rubicam, Burnett, Hopkins and Bernbach

Leo Burnett 1891-1971

Claude C. Hopkins 1867-1932

Bill Bernbach 1911-1982

19: What’s wrong with advertising

Summary

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