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David Ogilvy
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Ogilvy on Advertising Paperback – March 12, 1985

by David Ogilvy (Author)
4.6 4.6 out of 5 stars 2,424 ratings
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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.
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Previous page
  1. Print length
    224 pages
  2. Language
    English
  3. Publisher
    Vintage
  4. Publication date
    March 12, 1985
  5. Dimensions
    7.35 x 0.59 x 9.73 inches
  6. ISBN-10
    039472903X
  7. ISBN-13
    978-0394729039
  8. See all details
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Editorial Reviews

From the Inside Flap

A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business". 223 photos.

From the Back Cover

A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." 223 photos.

Product details

  • Publisher ‏ : ‎ Vintage; First Edition (March 12, 1985)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 224 pages
  • ISBN-10 ‏ : ‎ 039472903X
  • ISBN-13 ‏ : ‎ 978-0394729039
  • Item Weight ‏ : ‎ 1.4 pounds
  • Dimensions ‏ : ‎ 7.35 x 0.59 x 9.73 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 2,424 ratings

About the author

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David Ogilvy

David Ogilvy

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David Mackenzie Ogilvy CBE (/ˈoʊɡəlviː/; 23 June 1911 – 21 July 1999) was an advertising executive who was widely hailed as "The Father of Advertising". In 1962, Time called him "the most sought-after wizard in today's advertising industry".

Bio from Wikipedia, the free encyclopedia. Photo by Advertising Hall of fame (Advertising Hall of fame) [Copyrighted free use], via Wikimedia Commons.

Customer reviews

4.6 out of 5 stars
4.6 out of 5
2,424 global ratings
One of the best advertising books!
5 Stars
One of the best advertising books!
This book is amazing! Not only does Ogilvy write in a very clear and straightforward manner, but he has examples of everything he advises you to do. There are dozens of excellent examples from throughout his career and I'm so grateful. He even includes plenty of ads that he doesn't like and explains why.Other authors expect you to figure out how to implement their advice. Not only does Ogilvy have the best advice but he shows you exact examples of it. Exceptional!
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Top reviews from the United States

Brad
5.0 out of 5 stars Worth Every Penny, and then Some
Reviewed in the United States on February 11, 2007
Verified Purchase
Why reinvent the wheel when you have the soundest principles in advertising at your fingertips? Although Ogilvy's book is almost 25 years old, it's jam packed with timely instruction, insight, and examples. Or perhaps because it is 25 years old. Ogilvy quotes colleague Bill Bernbach:

"It is fashionable to talk about changing man. A communicator must be concerned with unchanging man ... The creative man with an insight into human nature, with the artistry to touch and move people will succeed. Without them he will fail."

Ogilvy had insight in spades, practical experience, common sense, a passion for research as well as creativity, and above all, a relentless focus on selling. Pick any few paragraphs at random and all those qualities will shine through. Among the many ideas I found really helpful--

1. Branding means giving your product personality. (For example, the man in the Hathaway shirt wore an eyepatch.)

2. Facts sell better than hype.

3. The principles of direct response apply to all forms of advertising.

4. Creativity is worthless unless it sells.

5. Copywriting is the heart of advertising.

6. Use the brand name in your headline. Otherwise 80% of readers may never see it.

7. Long copy sells.

8. Analogies, big words, and naming the competitor confuse people.

9. Pricing cannot be determined scientifically.

10. Excellent graphic design is simple graphic design.

11. Corporate advertising is worthwhile.

12. Always include a promise in your headline.

13. The era of the blockbuster brand is ending. (Ogivly detected the "Long Tail" 20 years before most of us!)

14. According to Ogivly, "...advertising is no more and no less than a reasonably efficient way to sell."

But this summary doesn't do the book justice. He makes solid points nonstop. Not surprising for a master copywriter and former door-to-door salesman, he writes in plain English. He offers "big picture" reflections on the advertising industry, including an impassioned defense of advertising against charges of hucksterism. He offers detailed tips that are just as important, mainly on print advertising, direct response, and dealing with clients.

Educational, authoritative, fun to read. A+
28 people found this helpful
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HipKitty1
5.0 out of 5 stars One of the best advertising books!
Reviewed in the United States on October 17, 2022
Verified Purchase
This book is amazing! Not only does Ogilvy write in a very clear and straightforward manner, but he has examples of everything he advises you to do. There are dozens of excellent examples from throughout his career and I'm so grateful. He even includes plenty of ads that he doesn't like and explains why.

Other authors expect you to figure out how to implement their advice. Not only does Ogilvy have the best advice but he shows you exact examples of it. Exceptional!
Customer image
HipKitty1
5.0 out of 5 stars One of the best advertising books!
Reviewed in the United States on October 17, 2022
This book is amazing! Not only does Ogilvy write in a very clear and straightforward manner, but he has examples of everything he advises you to do. There are dozens of excellent examples from throughout his career and I'm so grateful. He even includes plenty of ads that he doesn't like and explains why.

Other authors expect you to figure out how to implement their advice. Not only does Ogilvy have the best advice but he shows you exact examples of it. Exceptional!
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7 people found this helpful
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Ed Barton
4.0 out of 5 stars Timeless Resource
Reviewed in the United States on December 30, 2012
Verified Purchase
David Ogilvy is one of the titans of advertising, and this book provides timeless insights into the business and psychology of the advertising business. Covering print, TV, radio and direct marketing - as well as career advice for the aspiring advertising professional, the book - though now 30 years old, still resonates. The element emphasized by Ogilvy that allows it to maintain his relevance was a quote he took from Bill Bernbach - human nature hasn't changed over the years, and won't. Advertising appeals to our fundamental nature, and Ogilvy captures it in a way that is both informative and entertaining. Full of color and black & white ads and examples, the book also gives the 21st century reader a nostalgic look at 20th century advertising. Interesting and worth reading.
4 people found this helpful
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Sarah Barry
5.0 out of 5 stars A must have for anyone interested in Advertising
Reviewed in the United States on April 11, 2024
Verified Purchase
So much of the history of this industry.
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juan luis
5.0 out of 5 stars Great!
Reviewed in the United States on February 10, 2024
Verified Purchase
Is the type of book to have in the living room, so go for the hard cover.
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Joel Morris
5.0 out of 5 stars Advertising basics delightfully exlpained
Reviewed in the United States on February 24, 2016
Verified Purchase
If you are responsible for advertising or promoting a company, a product or a cause, this is a superlative book to read. David Ogilvy, founder of Ogilvy & Mather advertising agency, was one of the most successful advertisers of the 20th century.

In the 21st century it is easy to get caught up with blogging, social media and email campaigns and think that somehow advertising methods of the past won't work here. Although written before the internet was something that everybody uses, the principles of advertising and his methods couldn't be more appropriate.

He was a great believer in market research and good, simple communication. His book is a perfect example - it is extremely easy to ready, very entertaining, and wonderfully useful. There are tried-and-true ways to advertise that work and Ogilvy explains them well with examples of advertising you'll instantly recognize (if you were around in the second half of the 20th century). This book is more than worth its price if you need to advertise.
One person found this helpful
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Amazon Customer
5.0 out of 5 stars GREAT BOOK
Reviewed in the United States on October 1, 2023
Verified Purchase
I really enjoyed reading this book written about advertising. Not only does Mr. Ogilvy discuss about what it takes to make good ads, he also gives an insider view of the personalities of ad executives, as well as how advertising agencies work.
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S.D.
3.0 out of 5 stars Good content, poor physical book
Reviewed in the United States on October 21, 2018
Verified Purchase
Obviously a well written book, but the production quality of the physical book is bad. The inner margin is so small you have to break the spine of the book to read it. The text in the book seems to be reproduced from images of text. On some pages, the characters are blown out so much that the thin parts of them are invisible. On other pages, the characters are overly bold like too much ink was used. It's as if the contrast of the pages was adjusted to make the images look good, with a result of difficult to read text.
3 people found this helpful
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Top reviews from other countries

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Michel Garcia
5.0 out of 5 stars Un clásico de la publicidad
Reviewed in Mexico on February 26, 2024
Verified Purchase
Gran libro si estudias publicidad o afin.
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Michel Garcia
5.0 out of 5 stars Un clásico de la publicidad
Reviewed in Mexico on February 26, 2024
Gran libro si estudias publicidad o afin.
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PC
5.0 out of 5 stars Classic
Reviewed in Canada on November 7, 2023
Verified Purchase
Instead of reading what's hot today, classics offer a different perspective.
What we take for granted, accepted custom was a struggle to get traction way back when.
He acknowledges brilliance where he discovers it. There was an ad he assumed it was from a big agency but turns out designer was a teenager.
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Nick Doring
5.0 out of 5 stars Must have
Reviewed in the United Kingdom on December 24, 2023
Verified Purchase
One of the best ad books around. Bought one for me and one for a friend.
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P. Alonso
5.0 out of 5 stars Clásico de la publicidad
Reviewed in Spain on May 8, 2022
Verified Purchase
Este libro es, quizá, el mejor que se ha escrito referente a la publicidad y el mensaje publicitario. Aunque se escribió cuando no existía internet, ¡aquellos que sepan leer entre líneas podrán encontrar también consejos para crear banners actuales muy efectivos (hay cosas que nunca cambian)!
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Marcelo Sanches
5.0 out of 5 stars Qualidade impecável e muuuuuuuito conhecimento embutido.
Reviewed in Brazil on May 15, 2020
Verified Purchase
O livro é maravilhoso e a qualidade das páginas é perfeita, é um papel fotográfico que replica os anúncios de Ogilvy com altíssima qualidade. O é em inglês mas traz a originalidade dos pensamentos do autor e posso dizer que cada página é recheada de conhecimentos do autor. Muitas vezes é preciso interpretar os detalhes do texto mas nenhum parágrafo foi escrito para criar volume, Ogilvy é conciso em suas palavras e consegue entregar muito valor em poucas linhas. Se você (assim como eu) é um estudante de marketing, comunicação ou publicidade, este livro pode ser muito importante para você.
4 people found this helpful
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