ESCP Europe

Item type

Book

Language

English

Publication year

2023

ISBN

9781802794960

Subjects

ADVERTISING - MARKETING - CONSUMER BEHAVIOR

This book is a classic guide to the principles and practices of effective advertising. Ogilvy, often referred to as the 'Father of Advertising,' shares his insights based on decades of experience in the field. He emphasizes the importance of creativity, the need for detailed market research, and the value of understanding consumer psychology. Ogilvy stresses the significance of clear, persuasive writing and the power of direct response advertising. Throughout the book, he provides examples from his own campaigns to illustrate his points, making it a practical guide for anyone involved in marketing or advertising.