David Ogilvy's 1983 comprehensive guide to advertising — covering copywriting, research methods, campaign strategy, direct response, and the philosophy of advertising as a service to consumers — the most widely read book in the advertising industry.
Creates the empirical approach to advertising — Ogilvy's insistence that advertising is measurable, that testing determines what works, that the consumer is not an idiot, and that creativity must serve persuasion (not win awards) defined the scientific tradition in advertising that contrasted with the pure creativity school.
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