Ogilvy on Advertising
A great story about marketing and advertising:
About 80 years ago ad man Claude Hopkins had a major problem.
Here it is:
It was Hopkins' job to create advertising to sell Schlitz beer.
Schlitz, an unremarkable beer with nothing to recommend it over any other brew was ranked a miserable 15th in sales in the U.S. beer market.
Claude approached this projec
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‘Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around the table.’ ‘Ad writers forget they are salesmen and try to be performers. Instead of sales, they seek applause.’ ‘Whenever possible we introduce a personality into our ads. By making a man famous we ma
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