Impression After Reading <Confessions Of An Adv
2011-06-12
After reading David Ogilvy’s book, I feel a mighty stream in my heart. The writer is more like a teacher lead his students follow the good way to do advertising.
For a long time, David is a star on Madison Avenue. His sharp invites the colleague's jealousy. Because many customers like to pay for his creativity.
From the book, I can see the hardships during his venture. I learn a lot from his book. Here I share some opinions
First, be brave enough to say “no” to a problem product.
Advertising agency do intangible ads for themselves when they do advertising. The advertising ethics requires advertisers to be responsible for consumer and themselves, too. No matter how high the inviting fee is, advertiser should be brave enough to say “no” to the problem product . David Ogilvy said that ” Don't waste of time on a problem products. because of the money to hit its brand, the loss outweights the gain.”
Second, Advertising is to the truth.
Advertising is also a kind of media. Therefore, the information of advertising should be real. Although luxuriant sweet words convinced people more easily. To tell the consumer about the characteristics of the products trustily won't give the feeling of slick and cause consumer suspicion. Trustworthy is the first feeling in the consumers’ minds. This is the advantage of telling the realistic advertising.
Third, the advertising factors influence the advertisement.
Every factor in the advertising may influence the advertisement, like the Language of Advertising (advertising copy)、picture and sound. According to the survey, advertising language impressed consumers most. AD copy also interiorized people a lot. With the development of The Times, the ability of consumers to identify ads is more and more strong. Their ability to judge things are rising. But one thing do not change, that is they like all the real thing. The most primitive and most can move of the people.
Fourth, Advertising is not only sales product but also sales enterprise culture.
Advertising is not only in selling products. It permeates to the consumers with the enterprise culture in a invisible way. The advertising agency is not only bring consumer visual feast. And behind the connotation and the enterprise product, it permeates enterprise culture to consumers. Consumers to buy the products like interpersonal communication. Everyone likes sincere people. And advertising is the bridge between consumer and enterprise.
Fifth, the ability of telling truth.
If you don't want to let people think you are pulling blank check, you have to let people know that you have the ability to write checks. It is a kind of encourage and supervision to tell the truth in advertising. Once the consumers found the products is different from your AD telling, it is a devastating blow for advertisers. The loyalty of consumer will instantly to collapse. What’ more, it may cause own brand disappear on the market. So is not who can tell the truth, is to have the ability to tell the truth.
Sixth, tell the truth in advertising is also a kind of inevitable trend.
In Germany, advertising is a part of the Competition Law, which requirement ads can not misleading. France provisions advertising must be true、decent、not misleading. At the same time, it also forbid those people who regularly in the about TV news programs speak ads. Relatively, our country’s advertisement law is not very perfect at present. However, with the development of advertising, the low will have some new rules come. Therefore, advertising tell the truth this is an inevitable trend.
In a competitive business society, David Ogilvy thought that only to win customer recognition by building solid material. So he is also adhere to the sales target as the advertising principle.
only after continuous of experience, the high standard requirement of oneself, can create the first-class advertisements and win the customer's approval.
查字典图书网