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Ogilvy on Advertising
by David Ogilvy

A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business


Advertising: Principles and Practice
by William Wells, John Burnett, Sandra Moriarty, Sandra Moriarty, John Burnett

This best-selling book gives an introduction to both the theory and practice of advertising. Important insights into how advertising is done, who does it, and the critical questions that must be resolved are provided. In addition, extensive coverage of integrated marketing communications and the roles of smaller agencies and vendors, as well as the newest types of media is presented.

The Art of Writing Advertising: Conversations with Masters of the the Craft: David Ogilvy, William Bernbach, Leo Burnett, Rosser Reeves, and George Gribbin by Denis Higgins

Five pioneer advertising writers reveal the secrets to great advertising and great writing. Four decades ago, five of the original giants of advertising copywriting—William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, and RosserReeves —discussed their writing techniques with Advertising Age magazine. Fascinating and enlightening, these interviews were so popular with writers everywhere that they were compiled into the book

Bill Bernbach's Book: A History of Advertising That Changed the History of Advertising
by Bob Levenson, Evelyn Bernbach

An inside look at some of America's most brilliant and famous ad campaigns and the man who helped create them.

The Little Blue Book of Advertising : 52 Small Ideas That Can Make a Big Difference
by Steve Lance, Jeff Woll

It’s the compilation of years of know-how that form a foundation on which you can build a lasting brand, an advertising campaign that works (regardless of your audience), and promotions that produce effective results. These principles worked for advertisers and marketers one hundred years ago, fifty years ago, ten years ago, and last week. They’ll work for you next week, too no matter how much the world keeps changing.

Positioning: The Battle for Your Mind
by Al Ries, Jack Trout

Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.


My Life in Advertising : Scientific Advertising
by Claude Hopkins

Test marketing. Coupon sampling. Copy research. All are standard practices in today's world of advertising. All were
invented by Claude C. Hopkins. Scientific Advertising—the classic primer still read by today's top copywriters—was originally written in 1923. Scientific Advertising and My Life in Advertising remain essential, vital guideposts for present and future generations of advertising professionals.

A Technique for Producing Ideas by James Young , William Bernbach

Since its publication in 1965, A Technique for Producing Ideas has helped thousands of advertising copywriters smash through internal barriers to unleash their creativity. Professionals from poets and painters to scientists and engineers have also used the techniques in this concise, powerful book to generate exciting ideas on demand, at any time, on any subject.




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