Ogilvy on Advertising
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This is a classic among books on advertising, written by one of the outstanding specialists, the father of modern advertising - David Ogilvy. The book was first published in the USA back in 1983! In 2002, it was translated into Russian, and since then, it has not left the bestseller list.
How to create advertising that will sell?
What should the texts, illustrations, design be like?
How to attract and retain a customer? How to manage an advertising agency?
This book contains numerous stories of real projects, brilliant ideas, and sometimes unsuccessful decisions. Ogilvy describes the entire 'inner kitchen' of the advertising world and tells numerous anecdotes that allow you to dive into the world of advertising business of the past century.
Book Highlights
The book contains over 150 color and black-and-white illustrations - classic examples of print advertising and storyboards of television commercials. Theory and practice of advertising in pictures!
And don't forget that this book is written by one of the world's best copywriters - it is easy to read and incredibly interesting.
Who this book is for
The book is a must-read for everyone involved in advertising: copywriters, designers, project managers, especially for beginners. Basics should be learned from the master.
From the author
Today I am so old that magazines call me the only living person among all those who have made a significant contribution to the development of the modern business world and the industrial revolution - alongside Adam Smith, Edison, Karl Marx, Rockefeller, and Ford. Is my venerable age a hindrance to boldly discuss today's advertising world? Or, on the contrary, does a long life help to separate the eternal truths and values of the advertising world from hasty makeshifts and templates?
I write only about certain aspects of advertising. And only about what my own experience has taught me. Therefore, in my book, you will not find anything about the media as such, about cable television, or about the advertising market in Japan.
This book is not intended for readers who believe they already know everything there is to know about the advertising business. My work is for young enthusiasts, as well as for seasoned professionals who are constantly looking for new ways and means to make consumers more frequently reach for their wallets and enjoy shopping.
About the author
David Ogilvy (1911-1999) - a man whose name is inscribed in platinum letters in the history of advertising. Ogilvy firmly established the reputation of the 'father of advertising'. Recognized as the most outstanding copywriter in the world. Founder of the largest advertising agencies 'Ogilvy & Mather' and 'Ogilvy PR'. Time magazine called Ogilvy 'the most authoritative expert on advertising'. Commander of the Order of the British Empire.
In his first job - at a hotel restaurant - the future 'father of advertising' prepared food for the guests' dogs. Later, he worked as a sales agent for kitchen stoves in England.
At the age of 27, he emigrated from England to the USA, where he got a job at an advertising agency. During World War II, he was mobilized into British intelligence. After the war, David became a farmer for several years.
In 1949, he opened the company 'Ogilvy & Mather'. In 1958, the advertising campaign he created for Rolls-Royce increased the sales of this car brand by 50%. The campaign's slogan was: 'At 60 miles per hour, the loudest noise in this new Rolls-Royce comes from the electric clock.'
Among the agency's clients: Adidas, American Express, British Petroleum, Coca-Cola Company, DHL, Ford, Gillette, IBM, Kodak, Nestle, Siemens, Shell, The New York Times, Unilever, Vodafone, and many others. The company's branches are located in 162 cities around the world.
In the advertising environment, Ogilvy's statements are called 'Ogilvyisms'. An 'Ogilvyism' is a kind of synonym for an incontrovertible law.
Author:
Author:David Ogilvy
Cover:
Cover:cover with flaps
Category:
- Category:Business & Money
Publication language:
Publication Language:Russian
Paper:
Paper:offset
Dimensions:
Dimensions:24x17x2.5 cm
Series:
Series:MYTH. Creative
Age restrictions:
Age restrictions:18+
ISBN:
ISBN:978-5-00169-589-9
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