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The inner workings of the advertising world come alive through this essential reading list that includes everything from memoirs to cost control across processes
Confessions of An Advertising Man and Ogilvy on Advertising
by David Ogilvy
It has been said that if you are in advertising, and these books are not on your bookshelf, dog-eared, stained and well-worn, you have been ripping off your clients. Ogilvy, the Big Daddy of the ad world, did not regard advertising as entertainment or an art form. He saw it as a medium of information. Setting out the soundest principles in advertising,he reinvented the wheel with these classics. Imagine distilling years of research, testing and experience, and you have Confessions of an Advertising Man. Ogilvy on Advertising dem-onstrates the ad man’s copywriting prowess and has reprints of his work as well. It basically encap-sulated all those works in advertising. Ogilvy believed that people who are interested in advertising as a career should become students of advertising. There is really no better way to learn than to read his books.
Truth, Lies and Advertising: The Art of Account Planning
by Jon Steel
Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity – an approach that gains access to consumers’ hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing and advertising.
How To Make Your Advertising Make Money
by John Caples
Even mail-order advertising can be creative, proved Caples when he came up with the classic line, “They laughed when I sat down at the piano — but when I started to play!” for the U S School of Music. As a writer, he stressed simplicity. His book, which is full of proven methods of creating cost-effective advertising, is proof of that.
My Life in Advertising and
Scientific Advertising
by Claude Hopkins
Copywriter and strategist Hopkins wrote the books in 1923 and 1927. You might think they belong to a bygone era but Hopkins’ message is timeless. He was clear that advertising had a very simple and essential purpose: to sell people more goods and services.
The Fine Art of Advertising
by Barry Hoffman
Two traditions – fine art and advertising – intersect and interact as ad professional Hoffman examines the twentieth century’s appropriation of highbrow art to sell products that consumers love. If you enjoy art, even if it is sometimes beyond you, and love advertising, even if it often exasperates you, this book will entertain. |
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