There are books worth returning to regularly, as we all do with pancakes and pizza, or Twitter posts by Pakulo Papito, because each time, with the experience, you can understand something new. The classic ‘Ogilvy on Advertising’ and ‘Ogilvy on Advertising in the Digital Age’ are certainly among such things.
It doesn’t matter if we are talking about an ad from 1920 or 2020. Maybe the medium has changed; still, the same thing prompts people to buy. Emotion. Emotions create an impulse and trigger a rationalization process. We present ourselves why this product is necessary here and now. We reduce the disadvantages.
However, emotions cannot be evoked so easily because to do so, you need to understand the target group very well, find the context, build a credible story. You have to present it visually so that it attracts attention.
Then it is enough to choose the channels of reaching out well, allocate the appropriate budget.
As you can see, it is a long and based on many unknowns process, in which we often like to take shortcuts.
So the nightmares like ‘buy it now, NOW’ are written. You have to attack people from every corner of the Internet and even refrigerators to sell anything. Maybe at least this 1% will buy by accident.
But it can be different, it can be better, and that’s what ‘Ogilvy on Advertising in the Digital Age’ is about.