David Ogilvy: The Father of Advertising

Salesman, intelligence officer, pollster, farmer, and founder of Advertising giant, Ogilvy and Mather. David Ogilvy is known as the ‘father of advertising’, but is really the man who modernized the advertising industry.

Watching this video is worth 2 Management Courses CPD Points*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.7
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 7: Masters of Advertising

Other videos in this section include:
🎬 Vance Packard - The Hidden Persuaders    • Vance Packard - The Hidden Persuaders  
🎬 Don Draper: Advertising is Cool    • Don Draper: In Mad Men, Advertising is Cool  


LESSON NOTES
David Ogilvy wrote that, in advertising,
‘Concrete figures must be substituted for atmospheric claims; clichés must give way to facts; and empty exhortations to alluring offers.’

Ogilvy particularly rejected advertisements that had shouted at the customer, or patronized them. In 1955, he coined the phrase, ‘The customer is not a moron, she's your wife’. He firmly believed advertisers should treat customers as intelligent people.

Ogilvy on Advertising: https://geni.us/azTer

Ogilvy's advertising philosophy followed four basic principles:
1. Creative brilliance
2. Actual results for clients
3. Research
4. Professional discipline

Ogilvy’s book Confessions of an Advertising Man https://geni.us/8aGWDVL is a book on advertising that was one of the primary inspirations for the advertising content of the TV show Mad Men https://geni.us/FFOIbk – which is a commentary on 1960s culture, set in a New York ad agency, not unlike Ogilvy’s. Take a look at our video: 'Don Draper: Advertising is Cool'    • Don Draper: In Mad Men, Advertising is Cool  


RECOMMENDED EXERCISE
1. Creative Brilliance, Actual Results, Research, Professional Discipline. Surely, these all apply to every professional role.
Which are your strengths among these? And which do you need to focus on? (4 MC CPD Points)


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RECOMMENDED READING
📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-... (the links are affiliated)

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00:00 - David Ogilvy: The Father of Advertising
00:35 - Ogilvy’s early thinking
01:25 - ‘The customer is not a moron, she’s your wife’
01:55 - Adverts as an advert for the agency
02:37 - Ogilvy’s first principle
03:19 - Ogilvy’s second principle
03:42 - Ogilvy’s third principle
04:00 - Ogilvy’s fourth principle
04:37 - Confessions of an Advertising Man and Ogilvy’s legacy - Mad Men

#DavidOgilvy #ManagementCourses #Advertising