The writer needs to be personally interested in the product to write a good advertisement. When products seem no different from competitors, you have to explain the virtues of the product more persuasively Han your competitors, and differentiate them by the style of advertising ?? this is added value. Another tip is that if you write a good advertisement, repeat it until it stops selling. Also, Ogling says to avoid committees, learn from what direct response advertisers do, and only use sex if there is a functional reason. Next, Ogling focuses on jobs in advertising and how to get them. He only knows about jobs in agencies.
At the start of your advertising career, Ogling says that what you learn is more important than what you earn. He then gives descriptions of jobs in an agency. Copyrighters are the most important people in agencies. Art directors must have some training in film, layout, photography, and typography. Account executives are the ones who are in daily touch with clients, the most informed person in the agency on the 6 account given, must be able to make good presentations and write lucid memoranda. To get this job, Ogling recommends first spending a couple years in brand management and a year in a consumer research company.
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Another job is researchers, who probably need a degree in statistics or psychology, an analytical mind, and must be intellectually honest. Other jobs are in the Edie department, chief executive officer, and creative director (Gigolos job). Ogling then moves on to tell how to run an advertising agency. First of all, you have to make it fun to work in your agency. All of the accounts you work on are from different industries so every time you see a client you have to be sufficiently beefed on their business to give good advice. There are ways to get paid: the traditional commission system or the fee system, which Ogling pioneered.
Next, Ogling describes how to get clients. Golliwog says that the easiest way to get clients is to do good advertising. When you meet with a respective client, tell them what your weak points are before they notice them because it will make you seem more credible. Also, avoid clients whose ethos is different than your company. It is very hard for small agencies to get big accounts, but the bigger an agency grow, the more bureaucratic it becomes. The next chapter tells Silly’s tips that he has learned on print advertising. Agency people find making television commercials far more exciting than making ads for magazines and newspaper.
Unless the headline sells the product, you have wasted 90 per cent of your money. The headlines that work best are the ones that promise he reader a benefit, or contain news such as the announcement of a new product. If the advertisement is aimed at a small group of people, put something in the headline to signal 7 them, such as women over thirty-five. Ogling also gives many tips on how make your illustrations work, with some of the most helpful being: Have a good subject for your illustration. Use story appeal if you can and if not, use your package as the subject of the illustration .
Use before and after photographs to show the end result of using the product. Keep the illustration simple and focus on one person. Use four color advertisements even though they cost more. Ogling also gives advice on the body copy of the advertisement. Some of his tips are: write as bayou are writing each reader a letter, write short sentences and avoid difficult words, write the copy in the form of a story, do not use brag and boast (my product the best), make the first paragraph grab the attention of the reader, and use testimonials which are more persuasive than puffery.
When laying out an advertisement, Ogling describes it as KISS (keep it simple, stupid). A person reads an advertisement by first looking at the illustration, then the headline, and then the copy so put them in this order on an advertisement. If there is a functional reason to run a double spread, such as when a product has to be shown horizontally, then use a double spread; otherwise, do not. Without a double spread, twice as many advertisements can be run for the same amount of money, which doubles the reach of the ad. Ogling then moves to making televisions commercials that sell.
Silly’s experience in television is not near as much as print advertising, so he relies heavily on research for his information on television advertisements. Above average immemorial have: humor, slice of life, testimonials with loyal users, demonstrations, problem 8 solution, talking heads, characters, reason why, news, and emotion. Some tips he gives about making successful television commercials are using brand identification, show the package, sing it if you have nothing to say, and show the product in use. The next area Ogling focuses on is advertising corporations.
By using corporate advertising, it can improve the morale of the employees and can make a good impression on the investment community. Lots of corporate campaigns fail because they are underfeed. Another season they fail is because by confining the campaign to just magazines and newspapers. Ogling advises corporations to not change their name to initials because it will take many years and lots of money to teach the initials to the public. Ogling then addresses how to advertise foreign travel. A classical campaign in travel advertising is Doyle Dane Branch’s (DB)Jamaica campaign.
When Ogling started an ad campaign for Britain, it was the fifth most visited European country by the time he wrote this book it was first. His tips on foreign advertising are advertising for countries should be designed to Lana a long term image in the reader’s mind. Also, choose to illustrate things that are unique to the country concerned and not something people can do at home. The job of the advertising is to convert peoples dreams about visiting foreign countries into action. Ogling says this is best done by combining “mouth-watering photographs with specific how-to-do-it information” (Ogling 133).
Whenever the advertising is for a little known country, it is important to give the people a lot of information in the advertisement such as the weather, language, food, etc. Charm and differentiation work well in tourism advertising. His next chapter focuses on business-to-business advertising. This type of advertising is for products that people buy for their companies, not for themselves. 9 Ogling says that the advertising techniques that work in business-to- business advertising are the same as the ones that work for consumer advertising, such as promising the reader a benefit, news, testimonials, and helpful information.
When you promise something, make sure it is important to the customer and make the promise specific. Testimonials work well when they come from experts in reputable companies. News also works well cause readers scan technical journals when looking for new products, so be sure to announce your news. Also, long copy actually attracts more readers than short copy. Business-to-business advertisers are turning increasingly to television because audiences of sports and news programs include a high percentage of business people. The next medium of advertising Ogling talks about is direct mail, which he calls his secret weapon.
He talks about how direct mail has exploded, which at the time this book was written is the early sass. Direct mail today is still the top medium of advertising. Ogling explains owe the explosion was cause by computers which made it possible to get names from mailing lists. An advantage of using direct mail advertising is that the results of the mailings can be measured to the dollar.. With direct mail, every variable can be tested to determine exactly its effect on sales, but only test one variable at a time. Once a profitable mailing has been created, treat it as a control to find new variables to beat it.
Direct response advertising can also be used in magazines and television by getting people to send their orders directly without going to a store. The right kind of television immemorial- ones that set up a problem and demonstrate how the product can solve it, give a money back guarantee, or promise benefits- can persuade people to order their products by mail or telephone. Ogling reminds readers that there is no correlation between the size of the audience the number of orders received. Ogling 1 0 recommends reading other books about direct response because each chapter of his book is an over-simplification of a complicated subject.
The next chapter, titled “18 Miracles of research,” talks about the importance of research. Before Ogling became a copywriter, he was a researcher. Some helpful things research can do are: Measure the reputation of the company among consumers. Estimate the sales of new product and the advertising required to achieve maximum profits. Get consumer reactions to a new product Show how consumers rate the product compared with product they are now buying What color, flavor, etc will appeal to most consumers Tell which package design will sell the best.
Help decide the optimum positioning for the product Define the target audience. Discover what factors are most important in the purchase decision. Warn when consumers show signs of finding an established product less desirable than it once was. Save time and money by reading the competitors test markets. Determine the most persuasive promise. Try to find a promise that is persuasive and unique. Tells whether the advertising communicates what you want it to communicate. 11 Tell you which of several television commercials will sell the most.
Ogling prefers testing methods which measure the commercials ability to change brand preferences. It can also measure the ‘wear-out’ of the advertising. Finally, research can tell how many people read the advertisements and how any remember them. Research can make your advertising produce more sales. One answer that research cannot answer is what price should be charged for the product. Split-run, not favored by researchers because it does not require their services, is a technique which Ogling prefers.
This is when two advertisements are written with different promise in the each headline and see which one gets more response from a free sample offer. Few copywriters share Silly’s likely for research. Among those who did not was Bill Branch, who thought research inhibited creativity. Ogling explains that is experience has been the opposite; research often led Ogling to good ideas, such as the eye patch in the Hathaway shirt campaign. Ogling next addresses marketing, which he claims to know little about. Ogling defines marketing as objectivity.
With new products, Ogling says that one can 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. An example Ogling uses of this is with Listening because they sold modest amounts without advertising but when they darted advertising, sales went through the roof. Advertising should be treated as a production cost, not a selling cost When you are marketing products, focus on the heavy users.
Also, consumers do not buy just one brand of soap, coffee, etc. They have a repertory of four of five brands, and 12 move from one to another. The goal of advertising is to get those who already use the product at least occasionally, to use it more frequently. Ogling also spends time in his book to talk about six people who invented modern advertising. All of them were American, had other jobs before they went into advertising, were perfectionists, four made their reputations as copywriters, and only three had university degrees. These six people were: 1.
Albert Lasses (Lord & Thomas, Ogling said that Lasses made more money than anyone in the history of the advertising business) 2. Stanley Resort (J. Walter Thompson, was the first agency chief to start a network of offices outside the United States) 3. Raymond Arabica (founded Young & Arabica) 4. Leo Burnett (leader of Chicago school of advertising, famous Marlboro campaign) 5. Claude Hopkins (advocate of ‘hard sell,’ and said importance of brand images) . Bill Branch (DB) To end his book, Ogling records 13 changes that he predicts.
Most of these changes did not hold true, such as billboards will be abolished. Yet some changes did occur, such as the “quality of research will improve” (Ogling 217). Overall, Ogling s book is like an information book on all aspects of advertising that he has learned over the years. 13 Review of Ogling on Advertising Although Ogling on Advertising was written in 1983, this book is a classic book about advertising. Most of the information in it is still useful for people today in advertising and are still applicable to the advertising world today.
The principles and guidelines in his book still have not changed today, such as his methods for producing successful print advertising. The book is great at giving examples of everything Ogling talks about with all of the advertisement examples in the book. Whenever he talks about a certain point, such as Dove being designed to target women, he puts in an example of an advertisement used. The advertisements in the book also make it a lot more interesting to read. Some areas of weakness with his book applying to today is that it does not address he new medium of advertising, the internet and the sophistication of technology today.
Some of the advice Ogling gives on types of fonts to use in advertisements is outdated, because now everyone is familiar with all the fonts and can read them. Although there are some weaknesses in this book, it is a great book for learning about advertising from a very successful man, especially On producing print advertising. I would recommend this book to advertising students to read because it is a “classic that should be dog eared and worn” (Amazon. Com). One reviewer on Amazon. Com who is an advertising professor described Gigolos book as a must read advertising book, with his ideas being timeless and his writing captivating.