Book Summary: Ogilvy on Advertising Book by David Ogilvy

Ogilvy on Advertising Book by David Ogilvy

“What really decides consumers to buy or not to buy is the content of your advertising, not its form.”

Introduction

"Ogilvy on Advertising" is a classic book written by David Ogilvy, a renowned advertising executive often referred to as the "Father of Advertising." Published in 1983, the book offers valuable insights into the world of advertising and marketing, drawing from Ogilvy's vast experience in the industry.

While providing a step-by-step complete summary with examples for the entire book would be extensive, I can offer an overview of the key themes and concepts discussed in the book.

So, let’s begin:

Book Summary

The Pursuit of Excellence: Ogilvy emphasizes the importance of striving for excellence in advertising. He believes that creativity should serve a purpose and that advertising should focus on the benefits of the product or service being promoted.

Example: Ogilvy's iconic "Man in the Hathaway Shirt" campaign, which featured a distinguished man wearing an eye patch, showcased the product's unique appeal and effectively communicated the brand's message.

1) Research and Strategy

According to Ogilvy, successful advertising starts with thorough research and a well-defined strategy. Understanding the target audience and market is crucial in creating impactful campaigns.

Example: Ogilvy's work for Rolls-Royce involved extensive research on the luxury car market, resulting in the famous headline, "At sixty miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock."

2) The Power of Words

Ogilvy believed in the persuasive power of words and the importance of compelling copywriting. He stressed the need for clear, honest, and memorable communication.

Example: In the classic "Dove" campaign, Ogilvy used the simple and powerful tagline, "Dove soap doesn't dry your skin because it's one-quarter cleansing cream."

3) Creative Brilliance

While Ogilvy acknowledged the significance of research and strategy, he also recognized the role of creativity in capturing attention and making an impact.

Example: The iconic "Avis - We Try Harder" campaign positioned Avis, a car rental company, as the underdog and highlighted its commitment to excellence.

4) Branding and Positioning

Ogilvy emphasized the importance of building strong brands and establishing a clear market position.

Example: Ogilvy's work for Hathaway Shirts elevated the brand's image through the clever use of an eye-catching icon (the man with an eye patch) and associated the shirt with sophistication and style.

5) Print Advertising

The book delves into the art of creating successful print advertisements, discussing layout, headlines, and visuals.

Example: The "How to create advertising that sells" chapter features a step-by-step guide on crafting compelling headlines, with Ogilvy citing successful examples such as "The Secret of Making People Like You."

6) Television and Direct Response Advertising

Ogilvy shares insights into creating effective TV commercials and direct response campaigns.

Example: Ogilvy's work for Schweppes used the charismatic Commander Whitehead character to promote the brand, leading to increased sales and popularity.

7) Ethical Advertising

The author stresses the importance of honesty and integrity in advertising and advises against using manipulative tactics.

Example: Ogilvy criticized deceptive advertising practices and emphasized the need for clear and truthful communication with consumers.

8) Humor and Emotion

Ogilvy acknowledges the impact of humor and emotion in advertising and provides examples of successful campaigns that evoke strong emotions.

Example: The "Guinness Is Good For You" campaign effectively used humor and clever taglines to promote the beer's benefits.

Overall, "Ogilvy on Advertising" is a treasure trove of wisdom for anyone interested in the world of advertising and marketing. It's filled with timeless principles and real-world examples that demonstrate the power of effective communication in the advertising industry.

Advertising quotes

“The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.” – Howard Luck Gossage
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” – David Ogilvy
“Every time a message seems to grab us, and we think, ‘I just might try it,’ we are at the nexus of choice and persuasion that is advertising.” – Andrew Hacker
“What really decides consumers to buy or not to buy is the content of your advertising, not its form.” – David Ogilvy
“A good advertisement is one which sells the product without drawing attention to itself.” – David Ogilvy
“I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.” – Leo Burnett
“Creativity about life, in all aspects, I think, is still the secret of great creative people.” – Leo Burnett
“An ad is finished only when you no longer can find a single element to remove.” – Robert Fleege
“Never write an advertisement which you wouldn’t want your own family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine. Do as you would be done by. If you tell lies about a product, you will be found out…” – David Ogilvy
“Great content is the best sales tool in the world” – Marcus Sheridan
“I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.” – David Ogilvy
“Brands should think of themselves not as storytellers but story builders. We plant seeds of content and let our community build on it.” – Amy Pascal
“The difference between the almost right word and the right word is the difference between the lightning bug and the lightning.” – Mark Twain

About the Author "David Ogilvy”

David Ogilvy, born on June 23, 1911, was a pioneering figure in the advertising industry. Often referred to as the "Father of Advertising," he founded Ogilvy & Mather, a renowned advertising agency.

With a passion for research and a keen eye for creativity, Ogilvy's innovative campaigns and emphasis on excellence left a lasting impact on the advertising world. His book "Ogilvy on Advertising" remains a classic guide for marketers seeking to create compelling and successful campaigns. David Ogilvy passed away on July 21, 1999.

Why Should You Read It?

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Timeless Wisdom: The book is a treasure trove of timeless advertising principles and insights from one of the industry's most influential figures, David Ogilvy. The knowledge and advice shared in the book remain relevant and applicable to advertising and marketing practices even decades after its publication.

Practical Guidance: It offers practical, step-by-step guidance on various aspects of advertising, including research, copywriting, design, and strategy. Whether you're a seasoned marketer or a beginner, the book provides valuable lessons and techniques to improve your advertising efforts.

Inspirational Examples: "Ogilvy on Advertising" is filled with real-world examples of successful ad campaigns that illustrate the power of creative thinking and effective communication. These examples inspire and demonstrate the impact of strategic advertising.

Ethical Approach: Ogilvy advocates for honest and ethical advertising practices. By reading the book, you'll gain insights into building brands with integrity and fostering trust with consumers.

Persuasive Copywriting: The book delves into the art of persuasive copywriting, which is a valuable skill in various fields beyond advertising. Learning how to craft compelling messages can benefit your communication in many aspects of life and business.

Improved Marketing Strategies: By understanding the principles and strategies outlined in the book, you can enhance your marketing campaigns, reach your target audience more effectively, and achieve better results for your products or services.

Creative Inspiration: "Ogilvy on Advertising" showcases the power of creativity in advertising. It sparks creativity and encourages you to think outside the box when crafting your own campaigns.

Industry Knowledge: If you are interested in the advertising industry or considering a career in marketing, the book provides valuable insights and a glimpse into the history and evolution of advertising.

Better Understanding of Consumer Behavior: Through Ogilvy's research-driven approach, you'll gain a deeper understanding of consumer behavior, which can help you tailor your marketing messages to resonate with your audience.

Amazon Rating

David Ogilvy was one of the most influential figures in advertising history. He founded Ogilvy & Mather, one of the world's largest advertising agencies, and is credited with creating some of the most iconic advertising campaigns of all time, including "The Man in the Hathaway Shirt" and "Dove: Real Beauty."

Ogilvy was a strong believer in the power of advertising to persuade people to buy products. He famously said, "The function of advertising is to sell." He also believed that advertising should be based on information about the product's consumer. In his book, Ogilvy on Advertising, he wrote, "The consumer is not a moron. She is your wife."

Here are some of David Ogilvy's most famous quotes about advertising:

1. "The only way to get people to think well of your product is to tell them the truth about it."

2. "The consumer is not a moron. She is your wife."

3. "Advertising is the most powerful force in the world."

4. "The best advertising is the kind that gets talked about."

5. "The only way to make money in advertising is to know more about your customers than your competitors do."

Ogilvy's insights into advertising are still relevant today. His work continues to inspire and influence advertisers around the world.

Here are some of David Ogilvy's advertising principles:

1. Tell the truth. Ogilvy believed that advertising should be based on truth. He said, "The only way to get people to think well of your product is to tell them the truth about it."

2. Know your customer. Ogilvy believed that the best advertising is tailored to the specific needs and interests of the target audience. He said, "The consumer is not a moron. She is your wife."

3. Be creative. Ogilvy believed that advertising should be creative and attention-grabbing. He said, "The best advertising is the kind that gets talked about."

Be persuasive. Ogilvy believed that advertising should persuade people to buy the product. He said, "The function of advertising is to sell."

Measure your results. Ogilvy believed that it was important to measure the results of advertising campaigns so that you could see what is working and what is not. He said, "The only way to make money in advertising is to know more about your customers than your competitors do."

David Ogilvy's advertising principles are still relevant today. His work continues to inspire and influence advertisers around the world.

Conclusion

In conclusion, "Ogilvy on Advertising" by David Ogilvy is a seminal work that offers invaluable insights into the art and science of advertising. With a focus on excellence, research, and creativity, Ogilvy provides practical guidance and real-world examples that continue to resonate with marketers and advertisers.

The book advocates for ethical practices, persuasive copywriting, and the power of compelling communication. By reading this classic, you can gain a deeper understanding of advertising principles and strategies, equipping you to create impactful campaigns that effectively connect with audiences and drive business success.

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Book Summary: Ogilvy on Advertising Book by David Ogilvy

Ogilvy on Advertising Book by David Ogilvy