100 books like Ogilvy on Advertising

By David Ogilvy,

Here are 100 books that Ogilvy on Advertising fans have personally recommended if you like Ogilvy on Advertising. Shepherd is a community of 11,000+ authors and super readers sharing their favorite books with the world.

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Book cover of The Visual Display of Quantitative Information by Edward R. Tufte

Marian Petre Author Of Software Design Decoded: 66 Ways Experts Think

From my list on foundational perspectives on design.

Why am I passionate about this?

I ‘pick the brains’ of expert software developers to understand what makes them expert. I’ve spent decades studying how professional software developers reason and communicate about design and problem solving. Informed by the seminal books I’ve highlighted (among many others), my research is grounded in empirical studies of professionals in industry and draws on cognitive and social theory. Observing, talking to, and working with hundreds of professional software developers in organisations ranging from start-ups to the world’s major software companies has exposed actionable insights into the thinking that distinguishes high-performing teams.  

Marian's book list on foundational perspectives on design

Marian Petre Why did Marian love this book?

In terms of conveying how to convey information (not just data) visually, Tufte is the undoubted master. 

This book is full of pithy examples, with clear insights about what works, what doesn’t, and why. I came across it when I was trying to understand why I was disgruntled with so many graphical representations – and Tufte provided useful clarity about my niggles.

(N.B. I had to pick just one of his titles for this list – but I’d recommend his other books as well.)

By Edward R. Tufte,

Why should I read it?

3 authors picked The Visual Display of Quantitative Information by Edward R. Tufte as one of their favorite books, and they share why you should read it.

What is this book about?

The classic book on statistical graphics, charts, tables. Theory and practice in the design of data graphics, 250 illustrations of the best (and a few of the worst) statistical graphics, with detailed analysis of how to display data for precise, effective, quick analysis. Design of the high-resolution displays, small multiples. Editing and improving graphics. The data-ink ratio. Time-series, relational graphics, data maps, multivariate designs. Detection of graphical deception: design variation vs. data variation. Sources of deception. Aesthetics and data graphical displays. This is the second edition of The Visual Display of Quantitative Information. This edition provides excellent color reproductions of…


Book cover of Designing Web Usability

Don Glickstein Author Of After Yorktown: The Final Struggle for American Independence

From my list on effective graphic design.

Why am I passionate about this?

My first career was as a reporter on daily newspapers. As I got promoted to editing and eventually webmaster jobs, I needed to learn about design. Newspapers had been trying to figure out which designs attract the most readers for a century. The Poynter Institute, founded in 1975, began doing quantitative research as part of its journalism education mission. Seven years later, Gannett, a large newspaper publisher, introduced USA Today, based on the latest graphic and readability research. About the same time, Edward Tufte wrote his seminal book on graphic design (See recommendation #1). With the arrival of the web, companies like Google and Microsoft took the research to new levels. For example, Microsoft used readability research to create Verdana, a font designed to be legible with then-low resolution screens. Of course, the advertising and direct-mail industries had been conducting design research for decades to enhance sales. In short, you can’t pretend to be a competent designer, webmaster, or editor in this day and age without understanding quantitative readability research.

Don's book list on effective graphic design

Don Glickstein Why did Don love this book?

Edward Tufte provided the intellectual framework to evidence-based graphic design, but Jakob Nielsen got down and dirty with web design. His lab research looks into stuff like eye fixations and click rates. But don’t get the wrong idea: He translates the research into practical suggestions about how to design web pages and web interfaces. While this book is ancient by tech standards, its principles remain unchallenged. His many other books report findings about facets of good design ranging from eye-tracking research to designing for cell phones.

By Jakob Nielsen,

Why should I read it?

1 author picked Designing Web Usability as one of their favorite books, and they share why you should read it.

What is this book about?

Users experience the usability of a web site before they have committed to using it and before making any purchase decisions. The web is the ultimate environment for empowerment, and he or she who clicks the mouse decides everything. Designing Web Usability is the definitive guide to usability from Jakob Nielsen, the world's leading authority. Over 250,000 Internet professionals around the world have turned to this landmark book, in which Nielsen shares the full weight of his wisdom and experience. From content and page design to designing for ease of navigation and users with disabilities, he delivers complete direction on…


Book cover of The Fundraiser's Guide to Irresistible Communications

Don Glickstein Author Of After Yorktown: The Final Struggle for American Independence

From my list on effective graphic design.

Why am I passionate about this?

My first career was as a reporter on daily newspapers. As I got promoted to editing and eventually webmaster jobs, I needed to learn about design. Newspapers had been trying to figure out which designs attract the most readers for a century. The Poynter Institute, founded in 1975, began doing quantitative research as part of its journalism education mission. Seven years later, Gannett, a large newspaper publisher, introduced USA Today, based on the latest graphic and readability research. About the same time, Edward Tufte wrote his seminal book on graphic design (See recommendation #1). With the arrival of the web, companies like Google and Microsoft took the research to new levels. For example, Microsoft used readability research to create Verdana, a font designed to be legible with then-low resolution screens. Of course, the advertising and direct-mail industries had been conducting design research for decades to enhance sales. In short, you can’t pretend to be a competent designer, webmaster, or editor in this day and age without understanding quantitative readability research.

Don's book list on effective graphic design

Don Glickstein Why did Don love this book?

If there’s anyone who cares about effective graphic design, it’s direct-mail experts and fundraisers like Brooks. Brooks devotes about one-quarter of his book to the “design of fundraising”—how to use graphics to improve response rates. If folks can’t read your pitch because of poor design, all the words you write won’t make a difference. “It doesn’t matter how great a piece looks if it’s hard to read,” he says. He deflates designs that make the designer feel good, but make the reader toss the communication because it’s just too much work to figure out.

Book cover of The Big Red Fez

Don Glickstein Author Of After Yorktown: The Final Struggle for American Independence

From my list on effective graphic design.

Why am I passionate about this?

My first career was as a reporter on daily newspapers. As I got promoted to editing and eventually webmaster jobs, I needed to learn about design. Newspapers had been trying to figure out which designs attract the most readers for a century. The Poynter Institute, founded in 1975, began doing quantitative research as part of its journalism education mission. Seven years later, Gannett, a large newspaper publisher, introduced USA Today, based on the latest graphic and readability research. About the same time, Edward Tufte wrote his seminal book on graphic design (See recommendation #1). With the arrival of the web, companies like Google and Microsoft took the research to new levels. For example, Microsoft used readability research to create Verdana, a font designed to be legible with then-low resolution screens. Of course, the advertising and direct-mail industries had been conducting design research for decades to enhance sales. In short, you can’t pretend to be a competent designer, webmaster, or editor in this day and age without understanding quantitative readability research.

Don's book list on effective graphic design

Don Glickstein Why did Don love this book?

Why are three of the five books I recommend about graphic design written by marketing types? They know that their livelihood depends on effective design. Godin is one of those smarmy marketing types—who else would name a book about web design after a fez?—but he knows his stuff. He argues that website owners shouldn’t take their cues from their IT people, who don’t know nothin’ about sales, customers, and web design. Tufte and Nielsen present the data dispassionately; Godin tells it like it is. This book expands on his legendary essay, “Really Bad PowerPoint,” which you can still find as a free download on the web.

By Seth Godin,

Why should I read it?

1 author picked The Big Red Fez as one of their favorite books, and they share why you should read it.

What is this book about?

Synopsis coming soon.......


Book cover of Positioning: The Battle for Your Mind

J.W. Huebner Author Of The Irrelevant Old Brand: A Business Fable about Taking Your Brand from Mediocre to Must-Have

From my list on improving your relevancy in business and in life.

Why am I passionate about this?

I’ve spent most of my career helping companies figure out how to become more relevant to their customers. And the more time I spent understanding what makes a brand relevant, the more I realized it was the same thing that makes a life relevant. Just as a brand needs to uniquely give something to its customers, human beings also need to give in some way to be relevant in this world. So if what I write—and the books I recommend—can even in the smallest way guide some company or individual toward a more important, more meaningful, more relevant life…well then, I guess my job here will be done.

J.W.'s book list on improving your relevancy in business and in life

J.W. Huebner Why did J.W. love this book?

The message is simple: Offer something meaningfully different than anyone else to your prospective customers...clearly communicate that difference...and you’ll be on the path to greater relevance.

I can’t tell you how many times I’ve referred back to this book for guidance on category creation, naming, brand leadership, and more.

Positioning teaches you how to create a unique position for your brand in the minds of your target audience, and how to communicate that position effectively. It's all about standing out, being different, and showing your customers why they should choose you over your competitors.

Published more than 40 years ago, I find Positioning to be incredibly relevant and insightful even today. It continues to be a must-read for anyone looking to take their brand to the next level!

By Al Ries, Jack Trout,

Why should I read it?

3 authors picked Positioning as one of their favorite books, and they share why you should read it.

What is this book about?

The first book to deal with the problems of communicating to a skeptical, media-blitzed public, 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. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:

Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there Position a follower so that it can occupy a niche not claimed by the leader Avoid letting…


Book cover of Tested Advertising Methods

Drew Eric Whitman Author Of Ca$hvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone

From my list on creating powerful, money-making advertising copy.

Why am I passionate about this?

Drew Eric Whitman is known internationally as a dynamic consultant and trainer who smashes old advertising myths like a china-shop bull. Teaching the psychology behind the response for nearly four decades, he worked for the direct-marketing division of the largest ad agency in Philadelphia, was a senior copywriter for the country's leading direct-to-the-consumer insurance company, and was the associate copy chief for catalog giant Day-TimersHis work has been used by companies ranging from small retail shops to giant, multi-million dollar corporations. A popular keynote speaker at international affiliate marketing conferences, Drew’s intensive CA$HVERTISING Clinic teaches business people how to use consumer psychology to boost the effectiveness of their ads, brochures, sales letters, Websites, and more.

Drew's book list on creating powerful, money-making advertising copy

Drew Eric Whitman Why did Drew love this book?

If you want to run ads that work, you need to learn what makes them work. This book tells you. John Caples is widely regarded to be one of history’s most iconic advertising copywriters. The man knew how to influence people to buy. This classic book gets down to the very foundation of advertising effectiveness and is loaded with examples and success "recipes" that you can immediately apply to your own ads--no matter what you sell. 100% practical, too. Look for the 4th edition or earlier for a book that's “totally Caples” without dilution by editors to "modernize" (er, weaken!) it. Miss this, and you’re missing the Queen Mary

By John Caples,

Why should I read it?

1 author picked Tested Advertising Methods as one of their favorite books, and they share why you should read it.

What is this book about?

The fifth edition of this work on how to create successful advertising features new coverage on small businesses with limited revenues, non-profit advertising, as well as techniques of headlines, illustrations and layouts. There is also new information useful to smaller businesses.


Book cover of Breakthrough Advertising

Jennifer Havice Author Of Finding the Right Message: How to Turn Voice of Customer Research Into Irresistible Website Copy

From my list on to deliver more persuasive messages.

Why am I passionate about this?

Ever since I was a kid, I’ve always been intrigued by how people make decisions and why the words we use can significantly impact those decisions. After years of conducting customer research and writing marketing messages for clients, my interest in finding and delivering compelling messages at just the right time to the right audience has only grown. I’ve poured my experience in the online marketing trenches into my book, Finding the Right Message, where I reference more than one of the authors on my recommendation list. 

Jennifer's book list on to deliver more persuasive messages

Jennifer Havice Why did Jennifer love this book?

Decades old, this book continues to be one of the most important resources for creating and delivering effective messages in marketing. Eugene Schwartz is one of the godfathers of direct advertising whose insights about understanding your customer’s state of awareness have been invaluable to countless marketers and copywriters. The examples he shares may be dated, but the advice remains relevant.

By Eugene M. Schwartz,

Why should I read it?

3 authors picked Breakthrough Advertising as one of their favorite books, and they share why you should read it.

What is this book about?

paperback version


Book cover of My Life in Advertising and Scientific Advertising

Drew Eric Whitman Author Of Ca$hvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone

From my list on creating powerful, money-making advertising copy.

Why am I passionate about this?

Drew Eric Whitman is known internationally as a dynamic consultant and trainer who smashes old advertising myths like a china-shop bull. Teaching the psychology behind the response for nearly four decades, he worked for the direct-marketing division of the largest ad agency in Philadelphia, was a senior copywriter for the country's leading direct-to-the-consumer insurance company, and was the associate copy chief for catalog giant Day-TimersHis work has been used by companies ranging from small retail shops to giant, multi-million dollar corporations. A popular keynote speaker at international affiliate marketing conferences, Drew’s intensive CA$HVERTISING Clinic teaches business people how to use consumer psychology to boost the effectiveness of their ads, brochures, sales letters, Websites, and more.

Drew's book list on creating powerful, money-making advertising copy

Drew Eric Whitman Why did Drew love this book?

Here’s a classic by the man who started it all. Claude Hopkins is regarded as one of the greatest copywriters of all time. He pioneered the “Reason-Why” style of copywriting (telling people why to buy your product). It’s filled with priceless stories, humor, and practical lessons you can apply to your ads immediately. Get this classic if you're truly serious about learning to create effective ads! While your competitors are floundering around scratching their heads because their ads aren’t working, you’ll know exactly what to do to influence people to buy NOW!

By Claude Hopkins,

Why should I read it?

1 author picked My Life in Advertising and Scientific Advertising as one of their favorite books, and they share why you should read it.

What is this book about?

Gain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C. Hopkins. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today.


Book cover of The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism

Chris Elcock Author Of Psychedelic New York: A History of LSD in the City

From my list on history of the American counter-culture.

Why am I passionate about this?

I’ve always been fascinated by the American counter-culture and its promise to change society, be it with radical lifestyles, drugs, or creating new cultural settings. I was going to study this from a more sociological approach until I discovered the history of the psychedelic movement and its promise to create a new society by reforming American individuals from within. Although I wound up becoming more interested in what the counter-culture actually achieved rather than dwelling on its excesses, I am currently working on a new book project that will shed light on an organization that managed to achieve both.

Chris' book list on history of the American counter-culture

Chris Elcock Why did Chris love this book?

I had always been interested in the contradictions of the American counter-culture, so I loved how Frank underscored how rebellion and dissent had such a surprisingly positive impact on the corporate world.

Far from seeing counter-cultural messages as threats to American capitalism, marketing, and advertising executives welcomed these non-conformist ideals as a fantastic way of commercializing their mundane products by connecting them with hipness and authenticity. Frank’s contrarian position jibes well with my own thoughts on the topic, and I really enjoyed how he takes the reader through the genesis of hip advertising.

By Thomas Frank,

Why should I read it?

1 author picked The Conquest of Cool as one of their favorite books, and they share why you should read it.

What is this book about?

An evocative symbol of the 1960s was its youth counterculture. This study reveals that the youthful revolutionaries were augmented by such unlikely allies as the advertising industry and the men's clothing business. The ad industry celebrated irrepressible youth and promoted defiance and revolt. In the 1950s, Madison Avenue deluged the country with images of junior executives, happy housewives and idealized families in tail-finned American cars. But the author of this study seeks to show how, during the "creative revolution" of the 60s, the ad industry turned savagely on the very icons it had created, using brands as signifiers of rule-breaking,…


Book cover of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

Melina Palmer Author Of What Your Customer Wants and Can't Tell You: Unlocking Consumer Decisions with the Science of Behavioral Economics

From my list on brainy branding that results in buying.

Why am I passionate about this?

The more I learn about the brain, the more I want to dig in and discover more. Why do we procrastinate? Why do people buy things? Why do some people love unlocking these topics weekly on The Brainy Business podcast (where each person on this list has been a guest) and sharing those insights with the world? When it comes to selling and buying in a brainy way, behavioral economics is the best way to get there, and these books are all a great first step into learning what behavioral science is, how the brain really works, and up-leveling your brand. 

Melina's book list on brainy branding that results in buying

Melina Palmer Why did Melina love this book?

“The opposite of a good idea can still be a good idea.” Rory Sutherland is full of practical tips and examples from big brands and projects that can be applied to any business. By not being afraid of asking the dumb and obvious questions, you can open up a whole world of possibilities in your branding and experience. 

By Rory Sutherland,

Why should I read it?

2 authors picked Alchemy as one of their favorite books, and they share why you should read it.

What is this book about?

HOW DOES MAGIC HAPPEN?The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas.

"Sutherland, the legendary Vice Chairman of Ogilvy, uses his decades of experience to dissect human spending behavior in an insanely entertaining way. Alchemy combines scientific research with hilarious stories and case studies of campaigns for AmEx, Microsoft and the like. This is a must-read." —Entrepreneur ("Best Books of the Year")

Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external…


5 book lists we think you will like!

Interested in advertising, graphic design, and marketing?

Advertising 51 books
Graphic Design 13 books
Marketing 198 books