Book Summary: Ogilvy on Advertising | Sam Thomas Davies

“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” “Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on. All over the world.” “You don’t stand a tinker’s chance of producing successful advertising unless you start by doing your homework.” When doing your homework, study the product you are going to advertise, first. The more you know about the product you are going to advertise, the more likely you are to come up with a big idea for selling it. Then, research what kind of advertising your competitors have been doing for similar products, and with what success. This will give you your bearings. Finally, research your consumers. Find out how they think about your kind of product, what language they use when they discuss the subject, what attributes are important to them, and what promise would be

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