Am höchsten bewertete kritische Rezension
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Contradictory and dated information
am 1. August 2000
While there was some interesting iformation, I found it to be contradictory and rather dated. Ogilvy states 90% of consumers don't read ad copy. He then gives the impression that THE most important piece of information in the ad is its headline. Yet, what is Ogilvy know for...85 million words in his copy. This book was also written 20 years ago. Thus, the stats provided are dated. He informs the reader of the importance of research...well, duh. His writing style was arrogant...every opportunity available he cited awards won, compliments given, people he met and who idiolized him. He even put a picture of his mansion in the book...see how much money I made. So far the most valuable pieces of info I've read was a 1946 typed memo from Leo Burnett discussing the importance of humility and Leo's infamous "When to take my name off the door" speach.