Ogilvy on Advertising

Key Insights from "Ogilvy on Advertising"

1. The consumer isn't a moron. Ogilvy stressed the importance of respecting the intelligence of the consumer. Advertising should appeal to the intellect as well as the emotions.
2. Research is crucial. The importance of market research cannot be overstressed. Understanding the target audience is key to effective advertising.
3. Headlines matter. Ogilvy claimed that five times as many people read the headline as read the body copy, so a great deal of effort should be put into crafting an engaging headline.
4. Content is king. The substance and quality of the ad's message is more important...

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