David Ogilvy

This idea is dealt with thoroughly in Chapter 8, which is entitled "How to build TV commercials that sell." Ogilvy is unusual for an advertising executive in that he in no way stoops to underestimating the consumer's intelligence. He theorizes that banal ad jobs is often counterproductive, and he attributes consumer sophistication to major exposure to media:

"The average American loved ones has the television turned on for six hours a day, and is exposed to 30,000 commercials a year" (p. 112). This leads Ogilvy to conclude that agencies must make very good ads, yet he isn't convinced that spending cash is the very best method to go about creating a successful campaign: "I have no search to prove it, but I suspect that there is a unfavorable correlation between the dollars spent on producing commercials and their power to sell products" (p. 113).

There is no doubt in Ogilvy's mind that an promotion agency will likely be a lot more apt to prosper if it can region several corporate accounts. He devotes an entire chapter to "advertising corporations" due to the fact he has had to arrive to grips of the complexities of working with a hierarchy and nonetheless becoming able to please everyone.

The chapter opens having a quote from Abraham Lincoln: "With public opinion on its side, absolutely nothing can fail" (p. 117). Ogilvy elements out that this is always the principal objective in corporate advertising.

Ogilvy has the final term on marketing by quoting his associate Marvin Bower: "I as soon as heard Marvin Bower define marketing as objectivity. I cannot beat that" (p. 172). What the author means by that is that promotion has being objective in analyzing exactly what the merchandise is and how to greatest get it on the consumer.

In the opposite way, if he is presented with "Star Wars," a film that will be a gigantic hit, his advertising and marketing campaign has to maximize on this inherent status and present the film to a wide public, concentrating on several areas of society that wouldn't usually be contacted inside the advertising and marketing of the motion picture.

Such well-respected social economists as Arnold Toynbee, John Kenneth Galbraith, and others have taken promotion to task, even acknowledging its location in a capitalistic society. Ogilvy is in a position to get his point across and defuse a few of the most stinging criticism as soon as he says that advertising and marketing men "are merely human beings, trying to do a needed human job with dignity, with decency and with competence" (p. 206).

What Ogilvy knows is vital is obtaining the appropriate mailing list from a excellent magazine subscription list. In this way a car business that needs to introduce its buyers to a prestige sports car can concentrate on an audience the likes of Sports Illustrated rather than Mad magazine.

In this media age, one may possibly think that Ogilvy would location most of his emphasis in this book on film, television, and radio advertising. This really is why it's a pleasant surprise to encounter his Chapter 12, "Direct mail, my very first love and secret weapon."

Ogilvy knows that there is 1 aspect in technology that has helped to preserve his "secret weapon" alive and well during the latter component on the twentieth century: "Computers make it possible for each letter inside a mailing of millions to include the name of every addressee - not merely in the salutation, but numerous times from the human body on the letter" (p. 143).

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