[request_ebook] Ogilvy On Advertising

Description

This book could well be titled, "What Works In Advertising."

David Ogilvy did not believe that advertising should be totally guesswork. His firm, Ogilvy and Mather, conducted extensive research on what really works, and then shared their findings with the world. It is amazing how the advertising industry has ignored this information. Ogilvy also believed that people who are interested in advertising as a career should become students of advertising. Advertising executives who refuse to study the principles of the profession are as foolish as a person who hangs a shingle to practice medicine without going to medical school and studying medical developments. On the other hand, he found the quality of coursework and textbooks on advertising at universities to be poor.

He believed people who enter the advertising profession should work in direct response advertising for at least a year to learn techniques that really work. Direct response advertising is the only type that produces measurable results.

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