Book Review: Ogilvy on Advertising
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Ogilvy on Advertising
Author: David Ogilvy
Paperback: 224 pages, $24.95
Published: 1983
Ogilvy on Advertising is the text book on advertising. It covers everything from how to get a job in advertising, to running an ad agency, to advertising in foreign markets and what the future hold in advertising. I don’t know where to begin a review of this. The best element in this book is the extensive use of full color examples. I love this. And even better Ogilvy goes further by explaining why each worked or didn’t. It’s a beautifully done book even though it is somewhat overwhelming.
The first chapter explains what you need to do to write advertising that sells, after all that’s the purpose right? Ogilvy’s first point is maybe the most important tip: Do Your Homework. You can’t write compelling sales copy if you don’t know what you’re writing about. Beyond this you can’t address an audience you haven’t taken the time to get to know and you can’t serve a client you don’t understand.
Secondly he mentions Positioning. Not where the product appears on the page, but rather what it is. What does the product do for those who buy it or better yet, what can it do for those who haven’t bought it yet? Hand in hand with this is Brand Image. What is the products personality? All ads for this product should support this identity just as the voice throughout a web page or book should not be changing constantly. If the voice or images changes, you risk loosing a faithful following.
Next, Invent Big Ideas. You need something spectacular or unusual to attract the consumer, to make them stop flipping through the magazine ads. To stop them dead in their tracks. Ogilvy mentions five questions thast will ensure you have the wow affect:
Did it make me gasp when I first saw it? Do I wish I had thought of it myself? Is it unique? Does it fit the strategy to perfection? Could it be used for 30 years?
I’ll leave y’all to digest this and continue my review next week.
P.S. Yeah, I said y’all and according to wikipedia this is the correct spelling too.
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Tags: Search & Marketing
Posted in Search & Marketing
Stoney, this is a great book. I read it about 3 years ago and really liked the illustration (especially those old ads).
Did you see the Rolls Royce ad he wrote?
“At 60 miles per hour the loudest sound you’ll hear is the electric clock on the dashboard”
Brilliant !
March 30th, 2007 at 7:37 amIt’s Katie actually. You’ll see that ad next Friday when I continue on with this book review. There, I’ll explain why this headline works.
March 30th, 2007 at 8:57 amKatie … I noticed that it was you right after I commented. Sorry.
March 30th, 2007 at 10:39 amDon’t worry about it. What can I say Stoney is an influential person. Keep an eye out for the rest of the Ogilvy on Advertising book review next week. It goes over the real meat of the book.
March 30th, 2007 at 10:47 am