Confessions of an Advertising Man - Free download as PDF File .pdf) or read online for free. David Ogilvy Confessions Of An Advertising Man Free - [Free] David Ogilvy An Advertising Man Free [PDF] [EPUB] David Mackenzie Ogilvy. Confessions of an Advertising Man By: David Ogilvy Jacob Shelton July 18, About the Author David Ogilvy is known as the father of advertising in many.
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David Ogilvy – Confessions of an Advertising Man1 Notes made by Jonathan Richardson at Considered Words • Book starts by saying his agency was an. This books (Confessions of an Advertising Man [PDF]) Made by David Ogilvy About Books Confessions of an Advertising Man To Download. This books (Confessions of an Advertising Man [PDF]) Made (by David Ogilvy) About Books Confessions of an Advertising Man To Download.
Many advertising agencies are only interested in winning awards and producing original ads, not in selling a product.
Ogilvy ends the section with a brief overview of what he has learned, but all the points he make are present in the main section of the book. Background: Ogilvy tells about his childhood and growing up. He talks about his father being against religion, but that people should still act like a gentleman. He talks about his former boss and the ways in which he inspired his employees to be the best they could be.
His boss hardly ever complimented his employees so that when there was a compliment given, it was respected more than if he gave compliments out all the time.
He also learned that you should always come through on your promises; otherwise you will lose the respect of your clients.
The most important thing he learned from working as a chef was the work ethic that the leader of a company must express. As long as the boss is doing the most work, no other employee can argue about the amount of work he has to do. Ogilvy then goes on to again talk about the characteristics that he looks for in an employee that he hires.
[PDF Download] Confessions of An Advertising Man [Download] Full Ebook
Basically this includes having high moral character and integrity with the work that you do. Chapter 2- How to Get Clients: In the beginning of this chapter, Ogilvy talks about the importance of youth and gusto in the individuals who write the ads.
He comments on the fact that when a business starts out, it is full of ideas and create very creative ads, but after years, they are out of creative ideas, and soon start making ads that do not uphold the integrity of the company. He continues to talk about his own personal experiences, and the struggles and opposition that he faced when first starting out.
According to Ogilvy, the first clients are the hardest to get, but after you get a reputation of doing good work, companies start to seek you. Another big rule introduced in this chapter was the concept of never work for competing companies. He talks about gaining the Shell account, and by doing so he had to let go of the Standard Oil account. Finally he gets into the rules for obtaining and selecting new clients.
Never advertise for a company that you feel has better advertising than you can offer. Never advertise for a company that has had failing sales for a long period of time. This normally means that the advertising will not help the sales. Question any account that would not be very profitable. If it gives you a chance to show off your skills to other potential clients, then take the account.
Always find the motive for the client switching agencies, if he was let go from the previous agency, find out why. Do not take clients that put little importance in advertising.
Never advertise for a product that is not yet on the market.
Never take associations as clients. Only give in to the demand that a person be hired if you get the account if you feel that the person is capable of doing good work for your company Chapter 3- How to Keep Clients: Ogilvy starts by talking about the unfortunate conditions of firing people that produced good work, but the advertising failed. He has a few rules to try and eliminate the need for this to happen.
Appoint the best people possible to each account, and do not let executives go after accounts, it makes them greedy. Avoid hiring unstable executives who are hard for people to get along with.
Avoid taking clients who change agencies on a regular basis. Keep contact between the agency and the client on all levels of the business. Ogilvy also talks about how it is a bad idea to never join two clients in one ad.
Most of the time, one agency will get jealous of the attention the other is getting in the ad. Also, never keep a client who has reduced the quality of their product. When presenting an ad to the client, go word for word when reading from the presentation, it makes the presenter seem more confident and professional.
Emancipate your agency from fear: if you are a company, make sure that the advertising agency you have knows that they trust in your work, and that if you have a problem, you will address it instead of switching agencies immediately.
Select the right agency in the first place: every company should have an advertising manager who knows enough about advertising to make an informed decision as to which agency will best fit the company.
Confessions Of An Advertising Man Summary
Brief your agency very thoroughly indeed: make sure that the ad agency knows as much about the product as possible, that way they can have the best insight on how to advertise the product. Do not compete with your agency in the creative area: you hired the agency to make creative ads, do not try and do creative work and force that work onto them. Coddle the goose who lays your golden eggs: if an agency is producing good advertising, then allow them to continue to produce ads, and give them more responsibilities with products.
The more people who can change the ad, the more complicated the ads become. Be candid, and encourage candor: if you have a problem with the agency, tell them, but do not threaten.
See a Problem?
If you explain exactly what you want and feel is needed, then the agency will likely do that to you as well. Set high standards: be sure that your agency knows that you expect great things, and when they provide them, be sure to give them the praise they deserve. Test everything: most products do not get out of test markets, so test the product as well as the advertising to make sure it will be successful.
Hurry: be sure to use time as a function of profit as well as money.
Tolerate genius: do not be intimidated by advertising genius, accept it and cherish it. Chapter 5- how to Build Great Campaigns Ogilvy starts by telling how many critics condemn all of his rules and say that the rules make dull advertisements. He argues that this is not the case and that advertising set within rules can be creative, and also more effective than those without rules.
The rules to build a great campaign are as follows. What you say is more important than how you say it: the information you give is more important to the consumer than the way you present it. Unless your campaign is built around a great idea, it will flop: in order for people to be affected by the advertising, it has to be something new original.
Give the facts: information about the product is more important than persuading the consumer with adjectives. You cannot bore people in downloading: in order for an advertisement to be effective, it must make the consumer want to read what it has to say.
Make your advertising contemporary: make sure that you are current with advertising and the information and ads will appeal to the current demographic. Committees can criticize advertisements, but they cannot write them: good advertising cannot be a committee effort; it must be the effort of the individuals who understand the product the best.
If you are lucky enough to write a good advertisement, repeat it until it stops pulling: do not stop an advertisement just because you are tired of it, if it is still selling the product, continue to run it. The image and the brand: all ads should contribute something useful to the image and the brand the company is trying to sell.
Headlines: 1. Invite readers and do not say anything to exclude any readers. Every headline should appeal to the interest of the consumer. Try to put news in the headline. The words new and free are the most powerful words that can appear in the headline. There are several other words that are effective: How to, Suddenly, Now, Announcing, Improvement, etc.
Headlines can also include emotional words. Five times as many people read the headlines and the body. Include a promise in the headlines, and longer headlines sell more than short headlines.
If the headlines make the consumer curious, they will more likely read the body. Do not try to write tricky headlines, be simple and to the point. Do not use negatives in the headlines. Always make the headlines have a meaning. Body The main point of this section is to tell the advertisers to write the body as if you were recommending the product to a stranger. Do not try to impress the reader with big words, be simple and concise with the body. Chapter 7- How to Illustrate Advertisements and Posters: The most powerful advertising illustrations are the ones that arouse the consumers curiosity.
Make an illustration that a consumer can glance at and be compelled to find out what is being advertised. Make the consumer ask questions about the illustration. Another type of illustration that is effective is the before and after pictures. They show the results and can help get the benefits across. Use illustrations and pictures that give the company a personality, and allow the consumer to relate to the company.
Focus on the basics. Did that Coke video above move you?
It moved me. I mean, how can you not feel for the lone, hard-working truck driver, who finally gets a break and is reunited with his family on Christmas? Sometimes I spot ads, which, while oozing with creativity, like clever puns and stunning images, completely forget selling the product. Having to laugh, feeling inspired or being shocked are all side effects of great marketing, not the goal.
So instead of trying to win a painting competition or a Pulitzer Prize with your copy, go simple. As the world gets noisier and noisier , creating unique marketing campaigns that stand out gets harder and harder. Use mysterious and intriguing images. Integrate research findings into your ads. Images are a great way to open curiosity gaps , stop customers dead in their tracks and make them think and ponder.
Lastly, if scientific research shows that color photos work better than black and white ones, and photos in general are a lot better than paintings, why ignore what researchers have put hard work into finding out?As the campaign developed the model turned to situations Ogilvy would have liked to have been in — conducting an orchestra, driving a tractor, fencing, downloading a Renoir.
Download a Mountain of Knowledge For those of you who want to learn something new daily, 12min App takes you on a personal development journey with the key takeaways from the greatest bestsellers. Realise it'll take time. Don't give up campaigns just because you're bored of it. Don't be pompous or writerly. Confessions of an advertising man , Atheneum in English - [Rev.
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