David Ogilvy The Father of Advertising

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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 i... • • 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 i... • • 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) • • DOWNLOADS • Free Resources • 🧰 CPD Tools - https://gum.co/MC-CPD • Paid resources • 🧳 Management Courses Onboarding Kit - https://gum.co/MC-ObK ($3) • 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) • MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS • You can record your Management Courses CPD points on our free, downloadable CPD record log. • 📓 Download it at: https://gum.co/MC-CPD • Each video has two levels of MC CPD points. For this video: • If you simply watched the video, record 2 MC CPD points • If you also carried out all of the recommended exercises, score a total of 6 MC CPD points • 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

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