“Ogilvy On Advertising”

I recently finished reading “Ogilvy On Advertising” by advertising genius David Ogilvy.  This book is one of the best advertising books I have ever read.  It’s straight forward as Ogilvy details what the industry did wrong, what should have been done, and how advertising should be conducted.

The context of this book and the research Ogilvy mentions are mostly outdated, giving people an excuse to dismiss this book.  However, many of the basic ideas mentioned in this book still apply today.

Copy is still easily read in a serif font, with black type on a white background

This is most useful for magazine and other print ads. Serif fonts, like Times New Roman, are the easiest  to read for most people.  Many young marketing professionals try to be different by using a sans-serif font, not realizing that this is hard to read and therefore lowers the chances of making a sale.

If you don’t already know what serifs are, Wikipedia gives a good definition: “In typography, serifs are semi-structural details on the ends of some of the strokes that make up letters and symbols. A typeface with serifs is called a serif typeface (or serifed typeface).”

For print, serif fonts are easier to read than sans serif fonts.

It now frustrates me when I see white type on a black background. Or worse, when type is set on top of the ad’s picture.  It is clearly hard to read.  Your better having your copy set in a black color, on top of a completely white background.  Don’t forget to use 11 point font.

The research is still mixed on these issues, but from what I’ve seen this seems to hold true for print advertising read by people with good vision. However, since computer screens effect the readability of font, sans serif is easier to read on a computer screen.

Please, I insist you do your own research.  The suggestions here may not be effective for your market and ad campaign.  Every campaign is different!

Direct Mail Marketing is still highly successful!

Please watch this video.  Again, the context of the information may seem outdated, but the basic principles still apply to today’s advertising world.

Many great companies are still going strong today utilizing the direct mail concept, AVON and Mary Kay being just a few examples.  This concept of making contact with your target market directly and knowing exactly what they buy can be applied to the new internet age.

When you make an online purchase and use credit cards, these companies know exactly what you’re buying, at what time of the year, for what price, etc. All of this is used to determine your buying habits, so advertising for products you would normally buy is delivered to you to make you buy more of those products.

Smart, highly focused targeting, with no wasteful spending, and saves money!

The same principle has evolved with the introduction of facebook within the last decade. A company can see who “likes” what, what music they listen too or post, what their ethnicity is, where they vacation, etc. All this information can then be used to produce ads specifically tailored to your tastes and interests.  Japan executes this concept wonderfully!

Japan’s Facial Recognition

While in its early stages, facial recognition is already making progress in Japan.  Cameras pick-up on facial expressions of people passing by, and producing a corresponding ad based on that persons facial expression.

This camera technology will eventually be able to recognize your face, identifying exactly who you are, immediately collecting your saved information (i.e. buying habits, likes, dislikes) from a database.  A computer will then produce an ad or recommendation tailored specifically for you.

Watch this great video on one of these technologies:

Effective Ads vs. Creative Ads

Ogilvy stresses understanding the difference between effective ads and creative ads, which could be the difference between good and bad advertising.  An ad’s main goal is to sell a product, not win an award for creativity.

If someone can create an ad that is creative and produces effective sales, then that ad is a success. It’s knowing how far one can take creativity without hurting sales.

Do your research!

Parting Thoughts

Business professionals should read this book.  It may seem boring at times, but it is well worth the read. I would not, however, base my entire ad campaign on this book.  Instead, use this book as a base on which to build your advertising knowledge. Constantly update your information based on modern day research tailored to your specific target market.

Buy “Ogilvy On Advertsing” here: http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=cm_cr_pr_product_top

Peace Ya’ll