If you only had one book to read when it comes to advertising, this book is certainly a top contender.
“Ogilvy on Advertising” is written by David Ogilvy, the founder of one of the most successful international advertising, marketing and public relations agencies in the world Ogilvy and Mather, and contains a wealth of golden nuggets on effective advertising, from ad formats to running ad agencies to even advertising for social causes. For example, he stresses ads for donations are really meant to get the market to be more familiar with the issues as supposed to getting actual donations, which is done at a later stage through more personal interactions.
What surprised me most about the book was how the author, despite his genius and ability to create great advertising, also stressed on the need for the marketer and advertiser to base his concepts on the latest research on effective advertising too. In other words, the creative brilliance is a mixture of both artistic flair and scientific research, something that all experienced marketers have come to know.
Get the book. It will give you a good footing if you’re just starting on advertising, and certainly hone your skills if you’ve been in the industry for awhile to make you a better advertiser. It’s certainly going to be one of my reference books.