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Today, I would like to talk about a book titled "Ogilvy on Advertising."
In Ogilvy on Advertising, David Ogilvy explains all the tips and rules he has learned about advertising through his own experience and through looking at data. The book is broken down into 20 chapters, which all discuss different aspects related to advertising. Although Ogilvy explained all tips and rules that he has learned about advertising, I chose two lessons: how to produce advertising that sells; and marketing.
Ogilvy first examined how to produce advertising that sells. He stated that the wrong advertising could actually reduce the sales of a product. All advertising does not increase sales to some degree. He gave the steps he has for producing successful advertising:
In the book, Ogilvy also addressed marketing. He defined marketing as objectivity. With new products, he said that one could judge the vitality of a company by the number of new products it brings to the market. Some products which sell well without being advertised might sell better, and make more profit, with advertising.
Ogilvy mentioned advertising should be treated as a production cost, not a selling cost. Also he advised that when you are marketing products, you should focus on the heavy users. The goal of advertising is to get those who already use the product at least occasionally, to use it more frequently.
Although Ogilvy on Advertising was written in 1983, this book is still a classic book about advertising. Most of the information in this book is still useful for people today in advertising and are still applicable to the advertising world today.
Nowadays, the power of social media is stronger than ever, and it includes reviews and feedbacks from users and customers. So, getting attention of heavy users and attract them are very important to advertisers. I would recommend this book to other people!! You can buy this from here.
Thank you for your reading!
Misa
Today, I would like to talk about a book titled "Ogilvy on Advertising."
In Ogilvy on Advertising, David Ogilvy explains all the tips and rules he has learned about advertising through his own experience and through looking at data. The book is broken down into 20 chapters, which all discuss different aspects related to advertising. Although Ogilvy explained all tips and rules that he has learned about advertising, I chose two lessons: how to produce advertising that sells; and marketing.
Ogilvy first examined how to produce advertising that sells. He stated that the wrong advertising could actually reduce the sales of a product. All advertising does not increase sales to some degree. He gave the steps he has for producing successful advertising:
- Do your homework.
- Find out what kind of advertising the competitors have been doing for similar products, and with what success.
- Research among consumers. Find out how they think about your kind of product and what promise would be most likely to make them buy your brand.
- Decide how to position your product. “What the product does, and who it is for.”
- Decide the Brand Image. - the name, packaging, price, style of its advertising, and the nature of the product itself.
- Invent big ideas. Ogilvy gave five questions that help you to recognize if it is a big idea: 1) did it make me gasp when I first saw it? 2) Do I wish I had thought of it myself? 3) Is it unique? 4) Does it fit the strategy to perfection? 5) Could it be used for 30 years ?
In the book, Ogilvy also addressed marketing. He defined marketing as objectivity. With new products, he said that one could judge the vitality of a company by the number of new products it brings to the market. Some products which sell well without being advertised might sell better, and make more profit, with advertising.
Ogilvy mentioned advertising should be treated as a production cost, not a selling cost. Also he advised that when you are marketing products, you should focus on the heavy users. The goal of advertising is to get those who already use the product at least occasionally, to use it more frequently.
Although Ogilvy on Advertising was written in 1983, this book is still a classic book about advertising. Most of the information in this book is still useful for people today in advertising and are still applicable to the advertising world today.
Nowadays, the power of social media is stronger than ever, and it includes reviews and feedbacks from users and customers. So, getting attention of heavy users and attract them are very important to advertisers. I would recommend this book to other people!! You can buy this from here.
Thank you for your reading!
Misa