Ogilvy on AdvertisingA 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. |
Contents
Jobs in advertising and how to get them | |
How to run an advertising agency | |
How to get clients | |
Open letter to a client in search of an agency | |
a renaissance in print advertising | |
How to make TV commercials that sell | |
The secrets of success in businesstobusiness advertising | |
Direct mail my first love and secret weapon | |
Advertising for good causes | |
Competing with Procter Gamble | |
Miracles of research | |
What little I know about marketing | |
Is America still top nation? | |
Lasker Resor Rubicam Burnett Hopkins | |
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account executives advertising agencies agency’s American art directors asked average Bernbach better biggest Bill billboards body copy British campaign cent Chicago Click clients competitors consumer copywriters corporate advertising direct mail Doyle Dane Bernbach editors fºr Gallup head headline hi-res image hire Hiſ image and text intº John Caples Lasker layout long copy look Lord & Thomas magazine manufacturers marketing never newspapers º º Ogilvy & Mather ºil ºn tº ºr ºf oyster partner photographs Procter & Gamble profit promise Puerto Rico Raymond Rubicam Reader’s Digest readers readership Resor Rinso Rinso suds Rolls-Royce sell Shell ſº successful television commercials tell things told tºº tourists viewer Walter Thompson whº women words World Wildlife Fund write wrote York Young & Rubicam