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8/8/2019 Ogilvy Final
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Compiled byCompiled by
Aditi Mehta
Ashish Puri
Jasveen Kaur
Kapil Pahwa
Misha Gujral
Sakshi Manaktala
Yashna Diesh
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AuthorAuthor College drop out, erratic early yrs at work
Later worked with George Gallup for 3 yrs, camefrom UK to start Ogilvy & Mather. (1949)
The most sought after wizard in the business.
Key individuals in the Creative Revolution
Hathaway shirts (ran for 25 yrs), Schweppes, &Rolls-Royce - most famous campaigns
Wrote 3 books about advertising
Retired in 1971 , O&M, purchased by WPP in 1989for $864 mn
June 23, 1911July 21,
David MacKenzieOgilvy
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OutlineOutline Aspects of advertising explained, mostly
from personal experiences
Book broken down into 20 short chapters
Begins with the basics how to make ads,
jobs in advertising
run ad agencies
clients, etc
Moves onto specifics of print media, tvadvertisements, foreign ads etc
Concludes with discussions on market research
some influential people in the ad world
OutlineOutline
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He opens the book with this statement I do not regard advertising as entertainment or an art form, but
as a medium of information. When I write an advertisement, Idont want you to tell me that you find it creative. I want you tofind it so interesting that you buy the product
Television - only real major change in the advertisingbusiness
Other changes have been exaggerated - theconcept of brand names
Which he popularized in 1953, not newthough;
Claude Hopkins described in 20 years back.
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How to produce advertising that sells? firstissues discussed
Wrong advertising can reduce the sales of
product.
All ads do not increase sales to somedegree.
Other few topics touched upon. Doing your homework,
market research,
studying competitor advertising,
product positioning
decide the brand image
invent new ideas
Other tips
make the product the hero of your ad. writer needs to be personally interested in the
product to make good ad
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repeat ad until it stops selling.
only use sex if there is a functional reason.
homogeneous products, added value.
explain virtues more persuasively than competitors differentiate by style of advertising
Careers in the ad world- copywriters,
art directors,
account executives, researchers etc
Some issues are discussed at great length how to run an ad agency ,
payment systems &
how to get clients
Differentiation between print & tv ad
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Well explained the concept of foreignad
Spoke how countries are advertised asproducts
Direct mail - Ogilvys secret weapon
Greatly highlighted need for researchin advertising
Research can perform various miracles
measuring reputation of the firm, estimating sales of new products,
advertising budgets
Defined marketing as objectivity
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Advertising boon or bane? Seen as effective way to selling & not moral
pollution or manipulation
6 giants of advertising Albert Lasker,
Stanley Resor,
Raymond Rubican,
Leo Burnett,
Claude C Hopkins,
Bill Bernbach
Lastly 13 changes to watch out for in future Research quality improvement
Advertising more informative
Billboards abolished Ads on health education, population
Effective tv ads at low cost, etc
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FactorsFactors Although written in 1983, is a classic book
about advertising.
Most info still useful & applicable in ad world.
Principles & guidelines still not changed ,methods for producing successful print advertising.
Great at giving examples of everything
Talks about all of the ad examples in the book.
Dove an example of an advertisement used.
Ads make it lot more interesting to read.
easy to read with lots of useful info aboutadvertising.
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DrawbacksDrawbacks Does not address the new medium of advertising,
internet ,and the
sophistication of technology
Advice on types of fonts to be used is outdated
Everyone is familiar with all the fonts & can readthem.
Focused on his style of thought & work
Many changes predicted did not actually occur
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ConclusionConclusion Book a refreshing change from his
previous autobiography
It has more than 185 ads withexplanations - why they did or did not work.
Greatly enlightens the readers about printmedia
Must read for all in the advertising
business
For young hopefuls
Considered a gospel of advertising
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Thank youThank you
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