Ogilvy On Advertising

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  1. 1. 14 Advertising lessonsfrom David Ogilvy Excerpted from The King Of Madison Avenue by Kenneth Roman
  2. 2. On quality and good tasteAlways give your products a rst- class ticket through life1 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  3. 3. On innovation and ideasUnless your advertisement is based on a Big Idea, it will pass like a ship in the night. 2Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xeJoin The King of Madison Avenue on Facebook: http://bit.ly/119evw
  4. 4. On brandsEvery advertisement must contribute to the complex symbol that is the brand image. 3 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  5. 5. On respecting the customerThe consumer is not a moron, she is your wife. Dont lie to her. You would not tell lies to your wife. Dont tell them to mine.4Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xeJoin The King of Madison Avenue on Facebook: http://bit.ly/119evw
  6. 6. On compromise Compromise has no place in advertising. Whatever you do, go the whole hog5 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  7. 7. On the purpose of advertisingWhen I write an ad, I dont want you to tell me you found it Creative. I want you to nd it so persuasive that you buy the product or buy it more often. 6Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xeJoin The King of Madison Avenue on Facebook: http://bit.ly/119evw
  8. 8. On showing speculative creative campaignsWe dont make love until we are married. 7 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  9. 9. On advertising that entertains If you spend your advertising budget entertaining the consumer, you are a bloody fool. Housewives dont buy a new detergent because the manufacturer told a joke on television last night. They buy it because it promised a benefit. If I could persuade the lunatics to give up their pursuit of awards, I would die happy 8 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  10. 10. On knowing vs. opiningYou direct response people know what kind of advertising works and what doesnt work. You know it to the dollar. The general advertising people dont know. The brand advertisers and their agencies know almost nothing for sure, because they cannot measure the results of their advertising. They worship at the altar of creativity. Why dont 9 you save them from their follies? Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  11. 11. On unconventional hiring Will any agency hire this man? (referring to himself) He is 38 and unemployed. He dropped out of college. He has been a cook, a salesman and a diplomatist. He knows nothing about marketing and has never written any copy. He professes to be interested in advertising as a career and is ready to go to work for $5,000 a year. I doubt if any agency will hire him. The moral: It sometimes pays an agency to be imaginative and unorthodox in hiring. 10Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xeJoin The King of Madison Avenue on Facebook: http://bit.ly/119evw
  12. 12. On recruiting peopleHot creative people dont come around looking for jobs; they have to be rooted out like truffles, by trained pigs.11Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xeJoin The King of Madison Avenue on Facebook: http://bit.ly/119evw
  13. 13. On trainingGreat hospitals do two things: They look after patients, and they teach young doctors. Ogilvy & Mather does two things: We look after clients, and we teach young advertising people.12Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xeJoin The King of Madison Avenue on Facebook: http://bit.ly/119evw
  14. 14. On moraleWhen people arent having any fun, they seldom produce good advertising. Get rid of sad dogs who spread gloom. 13 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  15. 15. On high standards and treating people wellWere looking for gentlemen with ideas in their heads and re in their bellies. If you join Ogilvy & Mather, we shall teach you everything we know about advertising. We shall pay you well, and do our damndest to make you succeed. If you show promise, we shall load responsibility on you fast. Life in our agency can be very exciting. You will never be bored. Its tough, but its fun. 14Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xeJoin The King of Madison Avenue on Facebook: http://bit.ly/119evw
  16. 16. ank you Advertising Lessonsfrom David Ogilvy Excerpted from The King Of Madison Avenue by Kenneth Roman