James Metcalfe
Ogilvy on Advertising is classic advertising and marketing book written by David Ogilvy, also known as the King of Madison Avenue. His perspective on leveraging research to determine how and why consumers interact with and use advertising was cutting edge and is still highly relevant today.
As an example, he cites that the majority of people don’t get past the image of an advertisement to even read the title of the ad (any marketing piece should be viewed as an ad), and only 10% of people read the body of an advertisement. So the image and title must be on point. He makes innumerable points like this throughout the book covering print, TV, radio and direct marketing.
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Contributor: Erik J. Olson from thisisarray.com
