Confessions of an advertising man by Ogilvy David 1911-1999

Author:Ogilvy, David, 1911-1999
Language: eng
Format: epub, pdf
Tags: Ogilvy, David, 1911-1999, Advertising executives, Advertising agencies
Publisher: New York, Atheneum
Published: 1963-11-13T16:00:00+00:00

Confessions of an Advertising Man

tinue it for several years. The problem is to find a great campaign. They don't grow on every tree, as you would know if you had my job of producing them.

(11) Test everything.

The most important word in the vocabulary of advertising is test. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

Twenty-four out of twenty-five new products never get out of test markets. Manufacturers who don't test-market their products incur the colossal cost (and disgrace) of having their products fail on a national scale, instead of dying inconspicuously and economically in test markets.

Test your promise. Test your media. Test your headlines and your illustrations. Test the size of your advertisements. Test your frequency. Test your level of expenditure. Test your commercials. Never stop testing, and your advertising will never stop improving.

(12) Hurry.

Most young men in big corporations behave as if profit were not a function of time. When Jerry Lambert scored his first breakthrough with Listerine, he speeded up the whole process of marketing by dividing time into months. Instead of locking himself into annual plans, Lambert reviewed his advertising and his profits every month. The result was that he made $25,000,000 in eight years, where it takes most people twelve times as long. In Jerry Lambert's day, the Lambert Pharmacal Company lived by the month, instead of by the year. I commend that course to all advertisers.

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