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Book Review & Discussion :Confessions of an Advertising Man

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Confessions of an Advertising Man

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In this event you will learn

What the profit margin in advertising is and why that means you should choose your clients carefully

Why your best people should always work with existing clients, and not acquire new ones

The two character traits that make for a great working atmosphere at an advertising agency

How to combine having high standards with leading by example

What you should do to create advertisements that last for decades

A few guiding pointers for clients of agencies

Three things young people can do to thrive in advertising

About the Author

David Ogilvy (1911–1999), referred to in 1962 by Time as "the most sought-after wizard in today's advertising industry," is considered to have been one of the dominant thinkers in the field. He is also the author of Ogilvy on Advertising. Sir Alan Parker was a copywriter in the 1960s and 1970s and is now a film director and producer. Films he directed include Angela's Ashes, Fame, Midnight Express, and Pink Floyd: The Wall.

Overview

Lesson 1: Only sell stuff you believe in.

If all marketers lived by this mantra, and nothing else, I 100% believe we would not live in a world where marketing is considered as sleazy and has a negative connotation right from the get-go.

In marketing as in any other industry, the vast majority of players is looking for the quick fix, the sale today, instead of playing the long game, which results in a lot of ads for products, which probably shouldn’t be sold at all.

Lesson 2: In the end, ads are meant to sell, not to entertain. 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?

As inspiring as that story is, however, you can bet that if it hadn’t increased Coca-Cola sales, Ogilvy would not have run this campaign.

The definition of an ad is that it’s made to sell something, which, while obvious, tends to be forgotten easily over all the creative work and energy good advertising agencies put into their campaigns. Sometimes I spot ads, which, while oozing with creativity, like clever puns and stunning images, completely forget selling the product.

Lesson 3: Use facts, intrigue and scientific research to create great advertisements.

As the world gets noisier and noisier, creating unique marketing campaigns that stand out gets harder and harder. David Ogilvy used a 3-pronged approach to get people’s attention and hold it, and it’s still as relevant in 2016 as it was in 1963 (when this book came out).

Give people the facts, even if they’re not special.

Use mysterious and intriguing images.

Integrate research findings into your ads.

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