...Confessions of an Advertising Man By: David Ogilvy Jacob Shelton July 18, 2006 About the Author David Ogilvy is known as the father of advertising in many advertising circles. He attended Christ Church College, Oxford, but did not graduate. Instead he moved to Paris and became a chef at the Majestic Hotel. Later he became a door to door salesman where he wrote a Manual advising other salesman on how to increase sales. After the success of the manual, his brother who was working for Mather & Crowther convinced the agency to hire Ogilvy as an account executive. After a working for the agency for a while, Ogilvy convinced them to send him to America for a year. After in America for a few years, and working various jobs, Ogilvy started his own agency in America with Mather and Crowther. Soon Crowther left and it was just Ogilvy and Mather. It was hard for him to get clients in the beginning, but he soon built a clientele that was very respectable, including Hathaway shirts, Schweppes, and Rolls-Royce. In 1989, Ogilvy & Mather was bought out by WPP for a large profit. Ogilvy served as WPP non-executive chair for three years. Ogilvy died in 1999. Ogilvy published several books while during his career, including Ogilvy on Advertising and Confessions of an Advertising Man. Abstract In Confessions of an Advertising Man, David Ogilvy explains the rules in which he has used to create one of the most successful advertising businesses in the world. He goes through...
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...1 Ogilvy on Advertising By David Ogilvy Sarah Perry JOMC 170 Book Report July 18, 2006 2 About the Author David Ogilvy, born in 1911, was called by Time “the most sought after wizard in the business.” Ogilvy was one of the three key individuals in the Creative Revolution, along with Bill Bernbach and Leo Burnett. Before Ogilvy began advertising, he worked with research giant George Gallup for 3 years (David Ogilvy: History). Ogilvy came from the UK to start his agency Ogilvy & Mather. Starting with no clients in 1948, it has since grown into a worldwide enterprise (Ogilvy.com). As successful as Ogilvy was, he did it all with no college degree (Ogilvy 51). Some of Ogilvy’s most famous campaigns were the Hathaway shirts which ran for 25 years, Schweppes, and Rolls-Royce. Ogilvy wrote 3 books about advertising: Confessions of an Advertising Man (1963), Blood, Brains, and Beer: The Autobiography of David Ogilvy (1978) and Ogilvy on Advertising (1983). Ogilvy retired in 1971 and after his retirement, Ogilvy & Mather was purchased by mega agency WPP in 1989 for $864 million (Ogilvy.com). Ogilvy died in 1999 but his legacy in the advertising world will always be remembered. 3 Abstract of Ogilvy on Advertising In Ogilvy on Advertising, David Ogilvy writes about all aspects of advertising. He explains all the tips and rules he has learned about advertising through his own experience and through looking at data. He mainly writes about the aspects of advertising he knows from his own...
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...Bait and Switch 1) Betty drove three hours in one-hundred degree heat. Explain if this fact has any bearing on whether or not the dealer must perform in accordance with the published advertisement. In present day society, the average American consumer will go to great lengths in order to find some good deals throughout these economical times. Advertising can have a profound effect on people’s morals and their conduct as it relates to how they identify with their lives. Advertising has both short-term and long-effects. The short-term effect of advertising generally happens right away once the person has been exposed to ad and these effects are known to last only a short period of time. The long-term effects of advertising once a person has been exposed to an ad they usually will not feel these effects until sometime later on since these effects are cumulative and then they are not easy to attribute to a single ad campaign. The fact that Ms. Betty had driven three hours in one-hundred degree heat has no bearing on whether or not the dealer must perform in accordance with the published advertisement. The decision to make this three hour drive to Rally motors was Ms. Betty decision. It is absolutely left up to the customer to make any arrangements they need in order to get to the place of business in order to do business when purchasing or selling a product or service. It’s not the concern of the dealer to take into consideration any problems or issues that are in person...
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...Advertising Suggestions on Fitbit, Inc Advertising is an important part of marketing, it helps to sell goods, the good advertising can improve the visibility and the sales of product. The types of advertisements are varied, they are above-the-line advertising, below-the-line advertising and audio-visual advertising, etc. Improve the quality and creativity of advertising and attract the consumers’ attention, now is the main research of many brands. The first advertisement may have been a sign painted on a wall of a building. The early outdoor-advertising competitors were town criers employed by merchants to praise their goods. It was Gutenberg's invention of the moveable-type printing press in 1450 that resulted in the mass production of posters...
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...presence by forging strong network networks with key partners around the world. (Bonia, 2013) This group, Bonia, which is listed on the Main Market of Bursa Malaysia, is involved in manufacturing, marketing, retailing distribution of high fashion branded, leatherwear, footwear, men’s apparel and accessories. The purpose of advertising is to inform the public about the new products and services offered by the company, persuade the public to buy the products and make them to remember the name of the brand and the company so that this could repeat purchase and generate profit of the company. According to the famous ad man, David Ogilvy, said, “I do not regard advertising as entertainment or an art form, but as a medium of information.” (McQuerrey. L, 2014). This has proves that advertising the product and services are extremely crucial for an organization. This is because advertising could increase the sales subconsciously and build a substantial reputation in the field. How to make an advertising campaign be truly successful? Advertising’s job purely and simply to communicate, to a defined audience, information and a frame-of-mind that stimulate action. Advertising succeeds or fails depends on how well it communicates that desire information and attitudes to the right people at the right time at the right cost. (Colley. R, 1961) According to Bonia’s scenario, the target market of Bonia are mainly high rollers who love to follow trends and dress to be elegance. Albert Chiang, the...
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...will need to be made in regards to lowering CO2 emission levels in their engines (Gardner, 2015). These solutions will be a huge financial investment by the company. Initially, this investment will set them back as a company. But, if done correctly, it will allow the company to flourish over the next 50 years with the new expansion opportunities in India and Brazil. Three Things That I Did Not Know About Volkswagen Over the course of this ten week Business class, I have learned so much in regards to Volkswagen. The three specific topics that I was not aware of before completing research are as follows: * Over the years, Volkswagen has shown to have a very aggressive promotional campaign. This has been attained by image based advertising. They have found that when customers see the “VW” logo, it signifies character and reliability. Because of this, Volkswagen has developed a strong customer loyalty base, which has been one of the main reasons that the company has grown so much over the last 100 years (Murphy, 2015). * Currently, Volkswagen’s main focus is for a new, expanding place of production is India. India has the fastest growing population and economy in the world. It is important that...
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...What Makes Serial Killers Kill Naomi R. Bowles Valley College Author’s Note Written for Psychology: taught by Isaac Hatley What Makes Serial Killers Kill Looking back through the years there have been many serial killers. There are many throughout the country and even many that have killed in West Virginia. Many psychologists have tried to study serial killers and answer why serial killers kill and also if serial killers suffer from some type of psychological disorder. Doing my research I find that this is a task that is very hard to do. It is difficult to determine possibly because many serial killers turn out to be the people who you would least likely suspect. In this paper I will take a look as to whether serial killers may suffer from psychopathy. I will also attempt to focus on one particular serial killer – Dennis Rader – BTK. Psychology Of A Killer Many psychologists believe that psychological disorders are the only reason for the killings while other psychologists believe that the reason is the environment that they are raised in and/or are currently in. Seeking help when a person is young, if sadistic or animal cruelty behavior is caught early by their caregiver, can reduce the factors of becoming a serial killer. There also may be factors with nature and nurture and how that may have affected them in the creation of a future serial killer. According to my research, the most successful serial killers are people who blend into society who possibly could be a...
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...Michael Pertschuk, known as Mike to his friends and foes, has an ability to win over the toughest advocates, their critics, those who are self-righteous and those who are cynical. Liberal legislators and conservative ones respected Mike's policy entrepreneurship, his craftsman's drafting abilities and the speed with which he can frame an issue so that it resonates with most people who want to solve a public problem. What gives Mike a powerful legacy is that he has stood up to those interests that choose to exploit people and get teenagers hooked to the dangerous tobacco addiction. The record substantiates that the tobacco industry has no redeeming qualities made certain by the incontrovertible fact that there is no such thing as a good cigarette. Mike was an early David in this fight. His sling shots fired precisely. Just as David did, Mike built an army strategically deployed around the country with an array of weapons and tools that bested the industry time and time again. The army developed it owns leaders, learned from advanced countries such as Canada and Australia and inspired advocates around the world to overcome the killer tobacco and its corporate executives, and their hired guns—lawyers, lobbyists and their spin meisters. The public interest world that Mike is part of, as a former Senate staff member, Chairman and Member of the Federal Trade Commission (FTC), and as one of the creators of the Advocacy Institute is a Pragmatist with high standards...
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...Share PageRecommendRecent ActivityConnect via Meebo Continue Reading » Advertisement You will be redirected to the page you want to view in seconds. FIND IT: JOBS CARS HOMES APARTMENTS DATING DELAWAREONLINE TV FOODIE TV SIGNATURE SPARK 247 CLASSIFIEDS SUBSCRIBE TODAY News Communities Sports Business Entertainment Life Opinion Obituaries Help Blogs Crime & Courts Gov't & Politics Education Data Special reports Traffic Lotteries Nation/World LATEST HEADLINES They fought the law ... and they could win Aggrieved couple challenge instant ticketing and find sympathetic ears on federal appeals court- 1:03 am Suit over commercial complex set for US court in 18 months After spending some time in legal limbo, a lawsuit challenging Sussex County's denial of a...- 12:57 am Urbanization may threaten region's rich fishing industry Fish like herring, perch and striped bass don't do as well when land uses shift from rural and...- 12:48 am Wilmington Newark Hockessin/Pike Creek Chateau New Castle Middletown Kent County Sussex County Get Published Blogs High Schools UD DSU/Colleges Phillies Eagles 76ers Flyers NASCAR Gambling Buy Tickets LATEST HEADLINES Colonials capture title, tourney spot WILMINGTON — Twice, William Penn 285-pounder A.J.- 1:47 am Paul’s final shot dooms Sixers PHILADELPHIA — There wasn’t much more that Andre Iguodala could do.- 12:09 am A victory and then some for St. Elizabeth WILMINGTON — St...
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...Donald Martinez Professor, Gary Steel WRTG101S 27 November 2012 Social Media Equals Dangers Every day, people are on social media like robots. It is as if the world never existed without it. Social media’s gain in popularity is both exciting and alarming. Facebook is the most popular social media today. “Facebook currently has 901 million active users worldwide.” (Curtan) People sit on sites like Facebook all day and interact with friends and strangers worldwide. Wilber said, “For many people that are stuck at home, for whatever reason, social media opens new doors. Due to the fact that there is a high unemployment rate, I find that there are so many people on different disability websites, and that's their way of connecting so they don't feel isolated." (Curtan) In real life though, these same people are not socializing face-to-face. The human interactions are not there. According to Dr. Aric Sigman, a psychologist and biologist, “Social networking websites like Facebook pose a serious risk to your health.” (NaturalBias.com) In addition, some people use Facebook responsibly, and others do not. Many people neglect their real life for one full of virtual friends. Social media, Facebook in particular, is not only a great invention but also a dangerous invention. These social media friendships on sites like Facebook have two sides. There are people known personally and people not known personally. "I try to reach out to a lot of women in different countries — they...
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...The Complete Ferengi Rules Of Acquisition Ferengi are a species from StarTrek that was particularly highlighted in Deep Space 9. Their religion is commerce and their society is determined by profit. The Ferengi believe that the universe is held together by the Great Material Continuum, also known as the Great River. The Ferengi believe that each part of the universe has too much of one thing, but not enough of another, and it is through the continual flow of the Great River that wants and needs can be fulfilled, if one navigates the River with sufficient entrepreneurial skill. By request, here are the complete Ferengi rules of acquisition. | * Check out the brand new StarTrek Game - Especially for StarTrek Fans!The Complete Ferengi Rules Of Acquisition1. Once you have their money, never give it back2. You can't cheat an honest customer, but it never hurts to try3. Never spend more for an acquisition than you have to4. Sex and profit are the two things that never last long enough5. If you can't break a contract, bend it6. Never let family stand in the way of opportunity7. Always keep you ears open8. Keep count of your change9. Instinct plus opportunity equals profit10. A dead customer can't buy as much as a live one11. Latinum isn't the only thing that shines12. Anything worth selling is worth selling twice13. Anything worth doing is worth doing for money14. Anything stolen is pure profit15. Acting stupid is often smart16. A deal is a deal ... until a better...
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...Twelve Angry Men by Reginald Rose Structure, Language and Genre Structure • Twelve Angry Men follows a two-act structure, with the action running continuously rather than being broken into scenes. The second acts takes up exactly where the first left off – there is no change in chronology. • With no scene divisions, the progress of the play can be measured by the votes which take place, functioning as a kind of pulse, reminding the audience where the jury’s opinion stands on the defendant’s conviction. These moments serve as markers for the audience on the journey through the play, helping to structure the action. • The play follows the three classical unities of theatre derived from Aristotle: - Unity of action: there should be only one central plot (the jury’s deliberations and decisions). - Unity of time: In real and continuous time where there are no shifts in chronology (no breaks in play). - Unity of place: Action occurs in only one single location (the jury room). • Allows the audience to feel very close to characters, their relationships and the conflict and challenges with which they are faced in deciding the defendant’s fate. • Intensifies sense of realism and is particularly effective because of the claustrophobic nature of the setting. Language • Rose’s characters use naturalistic, everyday language appropriate to the times and for the audience. • Heightened poetic or symbolic language is rarely used, instead speaking in concrete terms about the...
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...Originally published by Pocket Books, a division of Simon & Schuster, Inc. Introduction Copyright 2007© by Mark Crispin Miller All rights reserved. Printed in Canada Reissue Edition 10 9 8 7 6 5 4 3 2 No part of this book may be used or reproduced in any manner without written permission of the publisher. Please direct inquiries to: Ig Publishing 178 Clinton Avenue Brooklyn, NY 11205 www.igpub.com Library of Congress Cataloging-in-Publication Data Packard, Vance Oakley, 1914The hidden persuaders / Vance Packard ; [new] introduction by Mark Crispin Miller. p. cm. Originally published in 1957 by McKay and reissued in 1980 by Pocket Books with a new afterword. ISBN-13: 978-0-9788431-0-6 ISBN-10: 0-9788431-0-X 1. Advertising--Psychological aspects. 2. Consumers--Psychology. 3. Advertising, Political. 4. Propaganda. 5. Control (Psychology) I. Title. HF5822.P3 2007 659.101'9--dc22 2007027043 To Virginia CONTENTS Introduction by Mark Crispin Miller 1. The Depth Approach PERSUADING US AS CONSUMERS Z. The Trouble With People 3. So Ad Men become Depth Men 4. ....And The Hooks Are Lowered 5. Self-Images for Everybody 6. RX for Our Secret Distresses 1. Marketing Eight Hidden Needs 8. The Built-In Sexual Overtone 9. Back to the Breast, and Beyond 10. Babes In Consumerland 11. Class and Caste in the Salesroom 12. Selling Symbols to Upward Strivers 13. Cures for Our Hidden Aversions 14. Coping with Our Pesky Inner Ear 15. The Psycho-Seduction of Children 16. New Frontiers...
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... Chapter 2 Who Commits Fraud and Why I, Dennis Greer, am making this statement on my own, without threat or promises, as to my activities in regard to the activity of kiting between Bank A and Bank B. As of May 19XX, I was having extreme emotional and financial difficulties. For religious reasons, I was required without notice to move out of where I was living, and I had no place to go. Also, my grandmother—the only family member I was close to—was dying. I had to live out of my car for 3 1/2 weeks. At the end of this time, my grandmother died. She lived in Ohio. I went to the funeral and I returned with a $1,000 inheritance. I used this money to secure an apartment. The entire sum was used up for the first month’s rent, deposit, and the application fee. From that time, mid-June, until the first part of August, I was supporting myself on my minimum-wage job at the nursery. I had no furniture or a bed. I was barely making it. I was feeling very distraught over the loss of my grandmother and problems my parents and brother were having. I felt all alone. The first part of August arrived and my rent was due. I did not have the full amount to pay it. This same week, I opened a checking account at Bank B. I intended to close my Bank A account because of a lack of ATMs, branches, and misunderstanding. As I said, my rent was due and I did not know how to meet it. On an impulse, I wrote the apartment manager a check for the amount due. I did not...
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...J. Basic. Appl. Sci. Res., 2(12)13069-13075, 2012 © 2012, TextRoad Publication ISSN 2090-4304 Journal of Basic and Applied Scientific Research www.textroad.com Brand Image: Past, Present and Future Muhammad Ehsan Malik1, Basharat Naeem2, Madiha Munawar3 1 Director, Institute of Business Administration (IBA)/Director General, Gujranwala Campus, University of the Punjab, Lahore (Pakistan) 2 Senior Research Officer, COMSATS Institute of Information Technology (CIIT), Lahore Campus (Pakistan) 3 MBA Scholar (IBA, University of the Punjab), Lecturer, Punjab Group of Colleges ABSTRACT Strategic role of brand image has been proven in extensive literature as it is considered as distinct component in designing the marketing mix to building sustainable competitive edge. So, this paper presents divergent perspectives defining the brand image concept and concluding the debate about its multidimensionality. Five major clusters of definitions of brand image construct are observed such as generic definitions, meanings/messages, symbolic definitions, personality based definitions and cognitive/psychological definitions. Another important milestone in the evolution of brand image is the theory behind the concept of brand positioning. Brand Image is a multi dimensional construct that is triggered by cognitions, emotions, symbols, values and attitudes of consumers. However, many researchers measured it as uni-dimensional construct. Initially benefits based dimensionality was used to...
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