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Ogilvy on Advertising Book Summary : A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
Ogilvy on Advertising in the Digital Age Book Summary : From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future. This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.
Confessions of an Advertising Man Book Summary : Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller. Regarded as the father of modern advertising, David Ogilvy created some of the most memorable advertising campaigns that set the standard for others to follow. Anyone aspiring to be a good manager in any kind of business should read this.
Scientific Advertising Book Summary : American advertising pioneer CLAUDE C. HOPKINS (1866-1932) is still renowned today for developing such marketing innovations as coded coupons that could be used to track the success of varying offers. His methods are still prized for their efficacy today. In this groundbreaking 1923 work, written after he retired as president and chairman of one of the world's biggest ad agencies, Hopkins shares the secrets of successful marketing that are just as relevant today as they were almost a century ago. Learn: . how advertising laws are established . the importance of just salesmanship . why businesses must offer service . mail order advertising: what it teaches . what makes headlines effective . understanding customer psychology . how to use art in advertising . how to use samples . the best way to test campaigns . the impact of negative advertising . and much more.
Ogilvy on Advertising Summary and Analysis Book Summary : Ogilvy on Advertising was written in 1983 by David Ogilvy. He was a prominent advertiser who shared his knowledge about how to advertise, how to get a job in advertising, and described changes happening in the world of advertising at the time. One of the most important points of this book is that originality and creativity should not be sought after for its own sake: if a strategy works in advertising, then use it. Advertising is possibly one of the most stressful occupations and does not pay well unless you absolutely love it. The author is forthcoming about many mistakes he made in the advertising industry. Ogilvy opens by emphasizing that good advertising does not just simply make people admire your message for its creativity; it influences people to action. It's a simple adage, yet easy for many advertisers to forget.
The Adweek Copywriting Handbook Book Summary : Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.
The Copywriter s Handbook Book Summary : The classic guide to copywriting, now in an entirely updated third edition This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention—and sell more products. Among the tips revealed are • eight headlines that work—and how to use them • eleven ways to make your copy more readable • fifteen ways to open a sales letter • the nine characteristics of successful print ads • how to build a successful freelance copywriting practice • fifteen techniques to ensure your e-mail marketing message is opened This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy. "I don't know a single copywriter whose work would not be improved by reading this book." —David Ogilvy
The King of Madison Avenue Book Summary : From the former CEO of Ogilvy & Mather, the first biography of advertising maverick David Ogilvy Famous for his colorful personality and formidable intellect, David Ogilvy left an indelible mark on the advertising world, transforming it into a dynamic industry full of passionate, creative individuals. This first-ever biography traces Ogilvy's remarkable life, from his short-lived college education and undercover work during World War II to his many successful years in New York advertising. Ogilvy's fascinating life and career make for an intriguing study from both a biographical and a business standpoint. The King of Madison Avenue is based on a wealth of material from decades of working alongside the advertising giant, including a large collection of photos, memos, recordings, notes, and extensive archives of Ogilvy's personal papers. The book describes the creation of some of history's most famous advertising campaigns, such as: * "The man in the Hathaway shirt" with his aristocratic eye patch * "The man from Schweppes is here" with Commander Whitehead, the elegant bearded Brit, introducing tonic water (and "Schweppervesence") to the U.S. * Perhaps the most famous automobile headline of all time--"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock." * "Pablo Casals is coming home--to Puerto Rico." Ogilvy said this campaign, which helped change the image of a country, was his proudest achievement. * And his greatest (if less recognized) sales success--"DOVE creams your skin while you wash." Roman also carries Ogilvy's message into the present day, showing the contemporary relevance of the bottom-line focus for which his business ventures are remembered, and how this approach is still key for professionals in the modern advertising world.
How to Create an Idea If You Are Not Ogilvy Book Summary : Why are recommendations like "Think outside the box!" the real killers of creative thought? How do you force competitors to advertise your services? What useful insights can an advertiser learn from a taxi driver? Alexey Ivanov, one of the best advertisers and copywriters in Russia, gives convincing answers to these questions and more.
An Autobiography Book Summary : A unique personality . . . "Ogilvy, the creative force of modern advertising." --The New YorkTimes "Ogilvy's sharp, iconoclastic personality has illuminated theindustry like no other ad man's." --Adweek. . an acclaimed author. Praise for Confessions of an Advertising Man by David Ogilvy "A writing style that snaps, crackles, and pops on every page."--The Wall Street Journal. "An entertaining and literate book that can serve as a valuableprimer on advertising for any businessman or investor."--Forbes. "I remembered how my grandfather had failed as a farmer and becomea successful businessman. Why not follow in his footsteps? Why notstart an advertising agency? I was thirty-eight. . . .nocredentials, no clients, and only $6,000 in the bank." Whatever David Ogilvy may have lacked in money and credentials, hemore than made up for with intelligence, talent, and ingenuity. Hebecame the quintessential ad man, a revolutionary whose impact onhis profession still reverberates today. His brilliant campaignswent beyond successful advertising, giving rise to such pop cultureicons as the famous Hathaway shirt man with his trademark blackeyepatch. His client list runs the gamut from Rolls Royce to SearsRoebuck, Campbell's Soup to Merrill Lynch, IBM to the governmentsof Britain, France, and the United States. How did a young man who had known poverty as a child in England,worked as a cook in Paris, and once sold stoves to nuns in Scotlandclimb to the pinnacle of the fast-paced, fiercely competitive worldof advertising? Long before storming Madison Avenue, David Ogilvy'slife had already had its share of colorful experiences andadventure. Now, this updated edition of David Ogilvy'sautobiography presents his extraordinary life story and its manyfascinating twists and turns. Born in 1911, David Ogilvy spent his first years in Surrey (BeatrixPotter's uncle lived next door, and his niece was a frequentvisitor). His father was a classical scholar who had played rugbyfor Cambridge. "My father . . . did his best to make me as strongand brainy as himself. When I was six, he required that I shoulddrink a tumbler of raw blood every day. When that brought noresult, he tried beer. To strengthen my mental faculties, heordered that I should eat calves' brains three times a week. Blood,brains, and beer: a noble experiment." Before marrying, his motherhad been a medical student. When World War I brought economic disaster to the family, they wereforced to move in with relatives in London. Scholarships toboarding school and Oxford followed, and then, fleeing academia,Ogilvy set out on the at times surprising, at times rocky road toworldwide recognition and success. His remarkable journey wouldlead the ambitious young man to America where, with George Gallup,he ran a polling service for the likes of Darryl Zanuck and DavidO. Selznick in Hollywood; to Pennsylvania, where he became enamoredwith the Amish farming community; and back to England to work forBritish Intelligence with Sir William Stephenson. Along the way,with the help of his brother, David Ogilvy secured a job withMather and Crowther, a London advertising agency. The rest ishistory. An innovative businessman, a great raconteur, a genuine legend inhis own lifetime, David Ogilvy is one of
Hey Whipple Squeeze This Book Summary : The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.
Writing that Works Book Summary : A practical guide offers tips on how to develop a clear, effective writing style for proposals, PC documents, business memos, fund-raising announcements, resumes, cover letters, and more. Reprint.
Reality In Advertising Book Summary : Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality in Advertising was listed for weeks on the general best-seller lists, and is today acknowledged to be advertising's greatest classic. It has been translated into twelve languages and has been published in twenty-one separate editions in fifteen countries. Leading business executives, and the advertising cognoscenti, hail it as "the best book for professionals that has ever come out of Madison Avenue." Rosser Reeves says: "The book attempts to formulate certain theories of advertising, many quite new, and all based on 30 years of intensive research." These theories, whose value has been proved in the marketplace, all revolve around the central concept that success in selling a product is the key criterion of advertising. Get Your Copy Now
Perfect Pitch Book Summary : The author of the "Adweek" bestseller "Truth, Lies & Advertising" now shows readers how the principles of advertising research and planning can be applied to the business of presenting and selling ideas.