Ogilvy Final

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  • 8/8/2019 Ogilvy Final


  • 8/8/2019 Ogilvy Final


    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


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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


    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


    For young hopefuls

    Considered a gospel of advertising

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    Thank youThank you