Description
The PPT describes examples on Ogilvy,the guru of advertising.
I Run the Risk of Being Denounced by the Idiots who hold that any Advertising Technique which has been in use for more than Two Years is Ipso Facto Obsolete
Agenda
Introduction to the Author and the Book The golden Rules as stated by David Ogilvy Radio Television and other elements of Advertising explored Ogilvy on What’s wrong with Advertising Today Ogilvy on Marketing Tips for Advertisers Key Learning's Our Critique Vote of Thanks
David Ogilvy (19111999)
Founder of Ogilvy and Mather (O&M) Research Driven and A non-believer in following traditions. Author of Confessions of an Advertising Man.
Ad-week (2004) voted him as the single largest inspiration for advertising students. Made a Commander of British Empire (CBE) in 1967 Often called the ‚ Father of Advertising?.
Ogilvy on Advertising (1983)
A follow up to the Confession of an Advertising Man Autobiographical in nature it is an outlay for the author to speak his mind on Advertising and beyond. A must book for Advertising students and enthusiasts A New York Times Bestseller will make you lighter by Rs.1,000 INR.
Golden Rules of Ogilvy
Create Advertising which Sells Advertising can reduce sales ‚ Wrong?
of a product. (Ford in Readers Digest).
Faulty Positioning may lead to ‚No impact advertising? (Beer). Do not get swayed by agency professionals who promise that all advertising increase sales.
Positioning
Positioning according to Ogilvy is ‚What the Product does and Who it is for? (Dove) Positioning means Portraying your Strength even if the Competitor is Stronger (Avis DDB Advertisement) A Non Conformist or a Cult Image makes the Product Stand Out (Volkswagen)
The Big Idea
The 5 question model: Did it make me gasp the first time I saw it? Do I wish I thought about it myself? Is it unique? Does it fit the strategy to perfection? Could it be used for 30 years? (Merrill Lynch)
‚Big ideas come from the unconscious?
Research Driven
Study the Product you are going to Advertise (Rolls Royce) Research might be Tedious but is Indispensable (Guinness) The Greater the Research higher the Probability of coming up with A Big Idea (Marlboro)
Radio – The Cinderella Medium
Identify your Brand Early in the Commercial Identify it Often Promise the listener a Benefit early in the Commercial Repeat it Often
Essentials of Television Advertising
Sound Effects Voice Over Camera Avoid Visual Banality Changes of Scene Show Product in Use
Essentials of Television advertising
Brand Identification Show the Package Food in Motion Close Ups Open with Fire When you have Nothing to Say Sing it
What is Wrong with Advertising
Advertising is an Efficient way to Sell,…it is Evil when it sells Evil Things… Advertising has Natural born Liars who are controlled in Nature Today’s Advertising is Cluttered ‘There is One Category of Advertising which is Totally Uncontrolled and Flagrantly Dishonest: The Television Commercials for Candidates in Presidential Elections
The Best way to Improve Sales of a Product is to Improve the Product
Ogilvy on Marketing
New Products Naming your Product
Sleeping Beauties
End of Block Bluster Brand Don’t waste time on Problem Babies Don’t Dawdle
Ogilvy on Marketing
Promotions Pricing is Guesswork Marketing in Recession Heavy Users
Why Advertise at all
Tips for Advertisers
Make the Product Your Hero Word of Mouth Pursue Knowledge Be Ambitious Cult of Creativity Direct Advertising Sells
Criticism of the Book
Written in 1983 is not In-Sync with the Recent Trends. Completely Negates the need of Public Relations as a Tool to Advertising. Corporate think that the Work Style has Changed in a Big Way since 2000 Too Expensive for a Budding Advertising Enthusiast
Key Learning's
The Four Golden Principles of Ogilvy still hold True. Advertising should be Created to benefit Sales as the Primary Objective. Human Resources, ‚ Right Fit for the Right Job? Applies even to Advertising Agencies. Basics of Advertising remain the same even if the Dynamics have Changed. Ogilvy had Unparalleled Insight into the Advertising World
doc_548631396.ppt
The PPT describes examples on Ogilvy,the guru of advertising.
I Run the Risk of Being Denounced by the Idiots who hold that any Advertising Technique which has been in use for more than Two Years is Ipso Facto Obsolete
Agenda
Introduction to the Author and the Book The golden Rules as stated by David Ogilvy Radio Television and other elements of Advertising explored Ogilvy on What’s wrong with Advertising Today Ogilvy on Marketing Tips for Advertisers Key Learning's Our Critique Vote of Thanks
David Ogilvy (19111999)
Founder of Ogilvy and Mather (O&M) Research Driven and A non-believer in following traditions. Author of Confessions of an Advertising Man.
Ad-week (2004) voted him as the single largest inspiration for advertising students. Made a Commander of British Empire (CBE) in 1967 Often called the ‚ Father of Advertising?.
Ogilvy on Advertising (1983)
A follow up to the Confession of an Advertising Man Autobiographical in nature it is an outlay for the author to speak his mind on Advertising and beyond. A must book for Advertising students and enthusiasts A New York Times Bestseller will make you lighter by Rs.1,000 INR.
Golden Rules of Ogilvy
Create Advertising which Sells Advertising can reduce sales ‚ Wrong?
of a product. (Ford in Readers Digest).
Faulty Positioning may lead to ‚No impact advertising? (Beer). Do not get swayed by agency professionals who promise that all advertising increase sales.
Positioning
Positioning according to Ogilvy is ‚What the Product does and Who it is for? (Dove) Positioning means Portraying your Strength even if the Competitor is Stronger (Avis DDB Advertisement) A Non Conformist or a Cult Image makes the Product Stand Out (Volkswagen)
The Big Idea
The 5 question model: Did it make me gasp the first time I saw it? Do I wish I thought about it myself? Is it unique? Does it fit the strategy to perfection? Could it be used for 30 years? (Merrill Lynch)
‚Big ideas come from the unconscious?
Research Driven
Study the Product you are going to Advertise (Rolls Royce) Research might be Tedious but is Indispensable (Guinness) The Greater the Research higher the Probability of coming up with A Big Idea (Marlboro)
Radio – The Cinderella Medium
Identify your Brand Early in the Commercial Identify it Often Promise the listener a Benefit early in the Commercial Repeat it Often
Essentials of Television Advertising
Sound Effects Voice Over Camera Avoid Visual Banality Changes of Scene Show Product in Use
Essentials of Television advertising
Brand Identification Show the Package Food in Motion Close Ups Open with Fire When you have Nothing to Say Sing it
What is Wrong with Advertising
Advertising is an Efficient way to Sell,…it is Evil when it sells Evil Things… Advertising has Natural born Liars who are controlled in Nature Today’s Advertising is Cluttered ‘There is One Category of Advertising which is Totally Uncontrolled and Flagrantly Dishonest: The Television Commercials for Candidates in Presidential Elections
The Best way to Improve Sales of a Product is to Improve the Product
Ogilvy on Marketing
New Products Naming your Product
Sleeping Beauties
End of Block Bluster Brand Don’t waste time on Problem Babies Don’t Dawdle
Ogilvy on Marketing
Promotions Pricing is Guesswork Marketing in Recession Heavy Users
Why Advertise at all
Tips for Advertisers
Make the Product Your Hero Word of Mouth Pursue Knowledge Be Ambitious Cult of Creativity Direct Advertising Sells
Criticism of the Book
Written in 1983 is not In-Sync with the Recent Trends. Completely Negates the need of Public Relations as a Tool to Advertising. Corporate think that the Work Style has Changed in a Big Way since 2000 Too Expensive for a Budding Advertising Enthusiast
Key Learning's
The Four Golden Principles of Ogilvy still hold True. Advertising should be Created to benefit Sales as the Primary Objective. Human Resources, ‚ Right Fit for the Right Job? Applies even to Advertising Agencies. Basics of Advertising remain the same even if the Dynamics have Changed. Ogilvy had Unparalleled Insight into the Advertising World
doc_548631396.ppt