Contributions of David Ogilvy to Advertising

Topics: Advertising, Marketing, Promotion and marketing communications Pages: 3 (1074 words) Published: October 2, 2010
‘Ogilvy on Advertising’

David Ogilvy’s life is inspirational. He was a college dropout, former chef and former door-to-door salesman who became a copywriter and founded one of the largest advertising agencies in the world. So, when David Ogilvy writes about advertising, it is well worth studying. ‘Ogilvy on Advertising’ - this 223 page odyssey on advertising and its working methodologies is a collector’s item. For professionals and students of advertising Ogilvy stands as a man who transformed advertising perspectives totally with his concrete and purpose specific views – “I do not regard advertising as entertainment or as art form, but as a medium of information…I want it so interesting that you buy the product.” And for the baiters who find ads worthless and as waste of money, this book serves as a comprehensive guide and establishes ad as science, transforming more than 80% of the lot. Ogilvy in these pages does not write hypothetically but supports his each and every claim with concrete examples from his illustrious career.

The best part of this book is the intelligent breakup into 20 cleverly thought chapters. As an ad student nearing the completion of his course, the three chapters that attracted my attention first were ‘How to Produce Advertising that Sells’ ‘18 Miracles of Research’ and ‘Jobs in Advertising – How to Get them’. The invaluable insights on balancing visuals - any pictures used in an ad should directly relate to the featured product and photos with an element of "story appeal" can often be used to attract attention to a product. For example, Ogilvy's famous man with the "eye patch" in the Hathaway Shirts ads. He writes that the basis of good advertising is research. Finding out everything one can about the product, including what kind of advertising competitors have done and are now doing and their results. Researching the consumer – their motivation, their thinking, their language, what benefits their...
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