A Book Review Of The Advertising Man English Literature Essay Free Essay
He gave one illustration to exemplify how he hated working with industry associations and in this case, was invited to go to a pitch with a figure of other bureaus who were viing for theA businessA of a rayon industry association. At the beginning of the presentation, he was told he had precisely 15 proceedingss to finish his presentation at which clip the caput of the rayon association ‘s hunt commission would peal a bell ( ! ) meaning that his clip was up and that the following ad bureau ‘s 15 proceedingss had started.
After inquiring the commission a few inquiries about their demands, their ad blessing procedure and their budget – and recognizing that he truly did n’t desire to work with these people – he said “ pealing the bell! ” and left without making his pitch.
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In other words he fired them before they even hired him.
From a gross revenues position there were a figure of cardinal points inA the bookA that anyone inadvertisingA or gross revenues – or anyone who is interested in these Fieldss – would happen interesting.
Merely like we ‘ve learned that in gross revenues you need to cover straight with theA decisionA shaper and non one of their subordinates, David Ogilvy besides believed that if you had toA trade withA excessively manydecisionA shapers – which was merely one of the grounds he did n’t trouble oneself with the rayon association – you were likely better off allowing person elseA trade withA them
David Ogilvy wrote this book for three grounds:
To pull more concern.
To show value for a public offering
To do himself better known in the concern universe.
He was n’t afraid to acknowledge that his motivation for composing the book was wholly self helping, but besides wanted the book to function as an educational experience to its readers. In the book you will larn how to:
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Build Great Campaigns
Write Potent Copy
Illustrate Ads and Posters
Make Good Television Commercials
Make Good Campaigns for Food Products, Tourist Destinations, and Proprietary Medicines
Rise to the Top
Following are the parts I found most of import for those in my field from the chapter on copywriting, but the book is relevant to anyone running a concern whether it is a little startup or a big corporation.
What You Say Is More Important Than How You Say It
Once upon a clip I was siting on the top of a Fifth Avenue coach, when I heard a fabulous homemaker say to another, “ Molly, my beloved, I would hold bought that new trade name of lavatory soap if merely they had n’t set the organic structure transcript in 10 point Garamond. ”
Do n’t be a transcript cat
Rudyard Kipling wrote a long verse form about a self-made transportation baron called Sir Anthony Gloster. On his decease bed the old adult male reviews the class of his life for the benefit of his boy, and refers contempuously to his rivals:
They copied all they could follow, but they could n’t copy my head,
And I left ’em sudating and stealing, a twelvemonth and a half behind.
Other words and phrases which work admirations are:
How to, Suddenly, Now, Announcing, Introducing, It ‘s Here, Just Arrived, Important Development, Improvement, Amazing, Sensational, Remarkable, Revolutionary, Startling, Miracle, Magic, Offer, Quick, Easy, Wanted, Callenge, Advice to, The Truth About, Compare, Bargain, Hurry, Last Opportunity
If you need really long transcript, there are several devices which are known to increase its readership:
( 1 ) A show subhead of two or three lines, between your headline and your organic structure transcript, will rise the reader ‘s appetency for banquet to come.
( 2 ) If you start your organic structure transcript with a big initial missive, you will increase readership by an norm of 13 per cent.
David Ogilvy had a proved path record of success and decidedly has an extended cognition of the advertisement concern. When it comes to running an bureau or any concern, Ogilvy ‘s penetration on how to make a company are timeless. This book is relevant to the PR industry and to anyone running a concern
A Scotsman, he was expelled from Oxford in 1931. Then he went through a sequence of callings – a chef in Paris, a door-to-door salesman, a societal worker in the Edinburgh slums, a research associate of Dr. Gallup for the gesture image industry, an helper to Sir William Stephenson in British Security Co-ordination, and a husbandman in Pennsylvania.
Then he founded Ogilvy, Benson & A ; Mather and built it in short order into one of the largest and most well-thought-of advertisement bureaus in the United States.
Confessions of an Advertising ManA is the “ small ruddy book ” of advertisement, incorporating distilled wisdom of old ages of research, proving and experience.
Harmonizing to David Ogilvy, new recruits for the bureau went through a preparation plan consisting of a “ charming lantern ” ( jutting exposure slide ) show of the basic rules and patterns of the bureau. Those who were n’t enthusiastically in understanding with the preparation were invited to go forth. The information from those exposure slides has been incorporated into this book.
Ogilvy ‘s doctrine was, “ one time a salesman, ever a salesman. ” Ad that does n’t sell a merchandise or service is worthless. He avoided holding company ads submitted for artistic awards. Wining one would be an embarrassment.
He was an able copywriter, and some of his ads became classics. ( See reissues in his other book, A Ogilvy On Advertising. ) Two of his celebrated headlines were “ At 60 stat mis an hr the loudest noise in this new Rolls-Royce comes from the electric clock ” and “ The adult male in the Hathaway shirt ” .
Ogilvy besides emphasized the importance of research in making effectual ads. He felt his experience working with Gallup contributed every bit much to his success as his merchandising experience.
Since Ogilvy ‘s end was for the bureau ‘s advertisement to be effectual at merchandising, he admired and studied direct response advertizers, who trial and step everything and whose companies live or die based on the effectivity of their ads.
David Ogilvy infused this book with his warm character, demoing the soft wit of a true English gentleman. He passed off in 1999 at age 88, and is greatly missed.
Choice from treasures such as “ the surest manner to overspend is non to pass adequate ” , “ really few merchandises do non profit from a first category ticket through life ” or “ the consumer is non a idiot ” and acquire sellotaping.
It ‘s bossy, declamatory, chauvinist, lordly, intuitive. It is besides, perversely, principled, nice and logical. Merely when you ‘ve started to pall of the writer ‘s amour propre, he throws in a piece of wondrous amusing self-deprecation.
Reading it now something really obvious occurs to me. It ‘s non a confession, it ‘s a ‘how to ‘ book. Ten of the 11 chapters start with those two words. ( The 11th is called ‘Should advertisement be abolished? ‘ Shockingly Ogilvy concludes that, on balance, it should n’t ) .
The first half – a hundred or so pages – is about set uping and running an bureau, maintaining concern, being a great client, enrolling endowment. They ‘re superb – as fresh, extremist and inspiring as I imagine they must hold been in 1963.
The 2nd 100 pages are about how to make effectual advertisement and, as I suppose you would anticipate 41 old ages on, they are somewhat amusing. If Sir Alan Parker says ( and he does in the debut to this new edition ) that COAAM was required reading for “ all us immature vaulting horses ” in London ‘s ’60s publicizing scene so I, for one, surely believe him. But anyone following the changeless Ogilvy regulations today would be discourteously shown the door.
Now, times have changed, and that ‘s a large factor. Television advertisement, while non precisely in its babyhood in 1963, was still at junior high school. The writer writes, “ I have non yet seen a commercial that satisfied me ” , and he ‘s every bit dismissive about postings. About everything he has to state on the topic of doing effectual advertisement concerns imperativeness.
For all that, you have to read this if you have n’t, and re-read it if you have. The glare of the first half outweighs the outdatedness of the 2nd. And here ‘s my favorite spot. Old ages ago I came across a small ditty that stuck in my head. The other twenty-four hours I repeated it for our originative manager, Nik Studzinski, who looked at me with esteem ( really it may hold been commiseration, difficult to state ) . It goes:
“ When a client groans and suspirations Make his logo twice the size If he still should turn out furnace lining Show a image of the mill Merely in the gravest instances Should you demo your clients ‘ faces. ”