The 20 Ps of Marketing: A Complete Guide to Marketing Strategy by David Pearson

Author:David Pearson
Language: eng
Format: mobi
Publisher: Kogan Page
Published: 2013-12-02T14:00:00+00:00

Copywriting

These two industry pioneers – Ted Bates and Rosser Reeves – believed that advertising exists for only one purpose: to sell the client’s Product. To quote David Ogilvy, founder of Ogilvy & Mather, ‘Rosser taught me my trade… and that the real purpose of advertising was to sell the Product’. Their edict of effectiveness continues to inspire (or at least it should) all advertising agencies. The art of copywriting is one of the most important in all of marketing. Many People who became famous in other walks of life, particularly writing fiction, began their careers writing advertising copy. Here is a list of some of them:

• Helen Gurley Brown – worked for Foote, Cone & Belding advertising agency as a secretary. Her employer recognized her writing skills and moved her to the copywriting department where she advanced rapidly to become one of the nation’s highest-paid advertising copywriters in the early 1960s. In 1959 she married David Brown who would become the film producer of Jaws, The Sting, Cocoon, Driving Miss Daisy and others. In 1962, at the age of 40, Brown authored the best-selling book Sex and the Single Girl. In 1965 she became editor-in-chief of Cosmopolitan and reversed the fortunes of the failing magazine.

• Peter Carey – one of only three authors to win the Booker Prize twice with Oscar and Lucinda (1988) and True History of the Kelly Gang (2001). In 1962 he began to work in advertising. He worked at various Melbourne advertising agencies between 1962 and 1967, and worked on campaigns for Volkswagen and Lindeman’s Winery, among many others.

• Don DeLillo – author of Underworld (1997), worked for five years as a copywriter at the agency of Ogilvy & Mather on Fifth Avenue in New York City, writing image ads for Sears Roebuck among others, before leaving in 1964.

• Kenny Everett – comedian and radio DJ. After schooling he worked in a bakery and in the advertising department of The Journal of Commerce and Shipping Telegraph.

• F Scott Fitzgerald – after getting engaged to Zelda in 1919, Fitzgerald moved into an apartment at 1935 Lexington Avenue in New York City to try to lay a foundation for his life with her. Working at an advertising firm and writing short stories, he was unable to convince Zelda that he would be able to support her, leading her to break off the engagement.

• Terry Gilliam – director and animator and member of the Monty Python team. After finishing college, Gilliam worked briefly for an advertising agency before he was offered a job at Help! magazine.

• Alec Guinness – actor. Sir Alec first worked writing advertising copy.

• Dashiell Hammett – author. After contracting tuberculosis during the First World War Hammett turned to drinking, advertising and, eventually, writing such classics as The Maltese Falcon (1930).

• Hugh Hefner – publisher (Playboy). Worked as a copywriter for Esquire, but he left in January 1952 after being denied a $5 wage increase.

• Joseph Heller – author of Catch-22 (1961). He briefly worked for Time Inc.

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