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Book Title: Ogilvy on Advertising|
The author of the book: David Ogilvy
Format files: PDF
The size of the: 2.90 MB
Date of issue: March 12th 1985
ISBN 13: 9780394729039
Read full description of the books Ogilvy on Advertising:What I have learnt from Ogilvy on Advertising
- black letter on white background!!! the reverse does not work
- do research on what the audience wants to see, do not just base on your preference
- if it does not sell, it isn’t creative
- order of print ad: picture, headlines, subheadlines, words (that’s what the audience's mind wants)
- there are many advertising agencies because one can not work for its clients’ competitors
- long-term contract with clients is crucial to the business
- keep track of the sales after the advertisement is carried out
- headlines are important, very important!!
- use colors, costs more but attracts more
- long copy is better than short because research showed that long attracts more readership
- if an advertisement works, keep it for long
- read to expand your knowledge
- be a good psychologist
- hire people who are better than you are
- research research research
- advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatsoever
- try to find a promise which is not only persuasive but also unique
- advertising is production cost, not selling cost
- in advertising, the beginning of greatness is to be different, and the beginning of failure is to be the same
- do not write in capital letter
Read information about the authorDavid Mackenzie Ogilvy was born in West Horsley, England, on June 23, 1911. He was educated at Fettes College in Edinburgh and at Christ Church, Oxford (although he didn't graduate).
david ogilvy After Oxford, Ogilvy went to Paris, where he worked in the kitchen of the Hotel Majestic. He learned discipline, management - and when to move on: "If I stayed at the Majestic I would have faced years of slave wages, fiendish pressure, and perpetual exhaustion." He returned to England to sell cooking stoves, door-to-door.
Ogilvy's career with Aga Cookers was astonishing. He sold stoves to nuns, drunkards, and everyone in between. In 1935 he wrote a guide for Aga salesmen (Fortune magazine called it "probably the best sales manual ever written"). Among its suggestions, "The more prospects you talk to, the more sales you expose yourself to, the more orders you will get. But never mistake quantity of calls for quality of salesmanship."
In 1938, Ogilvy emigrated to the United States, where he went to work for George Gallup's Audience Research Institute in New Jersey. Ogilvy cites Gallup as one of the major influences on his thinking, emphasizing meticulous research methods and adherence to reality...
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