10 Ogilvy Advertising Secrets that Still Work in 2017


Advertising Secret #1. Research

Ogilvy once said, “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

Advertising Secret #2. Headlines with Immediate Impact

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

Advertising Secret #3. Images First

Most readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must go up to read the headline; this doesn’t work, because people have a habit of scanning downwards. However, suppose a few readers do read the headline after seeing the photograph below it. After that, you require them to jump down past the photograph which they have already seen. Not bloody likely.”

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Class materials and adv campaigns – week 2


Under ISA materials, the presentations of this week’s lessons are now available:

  • Communications objectives & budget
  • Creative strategy – first part.

This week, we analyzed some memorable advertising campaigns, including:

  • Nike, from the launch of the slogan “Just Do it™” (1988) to “Tag” (2002);
  • David Ogilvy’s campaigns: Schweppes Commander Whitehead, Hathaway Man, Rolls Royce, Dove;
  • Leo Burnett’s campaigns: from last century’s most important adv icons (Jolly Green Giant, Tony the Tiger, and Marlboro Man) to a multi-Cannes Lions winner from last year, “Van Gogh the Bedroom”; and
  • Bill Bernbach’s campaigns: Levi’s Jewish rye, Volkswagen Think small, and Avis We Try Harder.

What was the advertising campaign of this week that you enjoyed the most?