Summary
David Ogilvy shares his approach to advertising, from learning about a product to writing copy that people will read. He discusses research, choosing an agency, the work of advertising staff and the use of advertising for charities.
His examples focus on what customers learn and what makes them buy. He argues for clear product positioning, close study of the customer and repeating advertising that still works. The book is a practical account of his craft, presented through his own experience and firm opinions.
Why read it Our view
Read it to make your marketing clearer and more useful to a customer. Ogilvy's emphasis on research and product value offers a way to judge copy before you spend more money distributing it. His examples can also prompt you to test whether a successful message needs replacing at all.
Decisions from the book
Choosing a clear role for Dove
- Decision: Ogilvy had to decide what the product did and who it was for.
- Action: He positioned Dove for women with dry skin, rather than as a bar for men with dirty hands.
- Outcome: In the passage collected in the episode notes, Ogilvy says this positioning was still working 25 years later.
Written about
- David OgilvyAuthorOgilvy wrote this practical guide to advertising. The publisher identifies him as its author.Source