Ogilvy on Advertising
In my experience, the selection of the promise is the most valuable contribution that research can make to the advertising process. One method is to show the consumer a number of promises, telling him or her that each promise is for a new product. The consumer is asked to rate the promises for importance and uniqueness.
David Ogilvy • Ogilvy on Advertising
KEY TAKEAWAYS While this chapter didn’t talk about how to write great copy (see the recommended reading at back of this book for that information), you now understand why the final 20 percent of the 41/39/20 rule is so critical. Your copy and creative shape how your list experiences your offers and are how you connect with them in a meaningful (and
... See moreBrian Kurtz • Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing
Our agency is getting big. That’s something to be happy about. But it’s something to worry about, too, and I don’t mind telling you I’m damned worried. I’m worried that we’re going to fall into the trap of bigness, that we’re going to worship techniques instead of substance, that we’re going to follow history instead of making it, that we’re going ... See more