Confessions of an Advertising Man Introducing a Book

The first chapter of the book is about how to run an advertising agency. The second chapter teaches us how to find a customer. In the third chapter we learn how to keep our customers and fourth chapters teaches us how to be a good customer. The fifth chapter deals with the issue of how to properly advertise. In the sixth chapter will explain how to write an ad. In the seventh chapter we learn how to make video ads and posters and in the eighth chapter we get familiar with the way to make a good television ad. The subject of 9th chapter is how to create an ad for food products, beautiful cities and specific drugs.
Ogilvy in the tenth chapter of the book advises young people and teaches them how to climb the peak. The last chapter also raises an interesting issue about whether advertising should be abolished or not.
In this book we learn that only a small part of creating an advertising effect thanks to the inspiration and renewal of mind and much of it depends on the individual knowledge and hard work. According to Ogilvy, one of the main problems in the world of advertising is the existence of people whose minds are more focused on profitability, not creativity. Another problem is that advertising agencies waste their clients’ money with repeated old mistakes.
The writings of this author
What type of advertisement will lead to sales?
When writing an ad, I do not want you to say that you can see it creative, but I prefer you find it so interesting that you purchase that product. When Skinnies spoke, people said: “How speeches very well” but when Demosthenes spoke, they said: “Let’s stand up against Philip.”
In my book “Confessions of an Advertising Man”, released in 1963, I told the story of creation of Ogilvy Company and effective things and the principles that our initial success was based on. What was not at a time more than a creative advertising boutiques in New York, was later to become one of the biggest four global advertising companies, with 140 branches in 40 countries around the world. Our principals seemed effective.
But I am now older than a French magazine puts me as the only survivor of a group of men who suspect to have been at the service of the Industrial Revolution, on the side of Adam Smith, Addison, Karl Marx, Rockefeller, Ford and Keynes. Does old age reduces the quality of my work to write about advertising in today’s world? Or, conversely, it helps me to separate eternal truths of advertising from its transient methods?
When I started up my store at Madison Street in 1949, I believed that before I retire, major changes will occur in the field of advertising. So far, only one major change can be described: the TV as the most efficient medium for the sale of most products have entered the field.
But other changes have occurred too and I should explain about them. But their importance has been exaggerated by the experts, who are searching for new ways. For example, the concept of brand image I brought to the arena of public opinion in 1953, was not really new and Claude Hopkins had presented it 20 years earlier.
Similarly, the term “creative revolution” in the fifties was attributed to Bill Brebnach and me, could easily be attributed to W. Yrvyang and Rabykm in the thirties.
Meanwhile, more advertising techniques were effective when writing my book, “Confessions of a propagandist man”, come to work today. Consumers still buy products that promise them something of value for money; beauty, proper nutrition, freedom from pain, their social status and the like. The situation is the same all over the world.
With such statement, I accept the risk of being reprimanded by the ignorant who think that any advertising method that is used for more than two years is definitely obsolete. They criticize TV ads a slice of life, shows and big shots of talking people (talkative figures) and close your eyes on the fact that these ways are still ringing the cashier sound of shops.
If they read the poems of Horace, they will say that I am a temperament and nagging person that despite the immaturity still want to assess the way of the world and by playing the role of a critic, lead and reform a new generation.
So what? Noisy mad people have always been around the advertising industry. Trading based on their shares includes of racial gags, strange and deconstructed artistic design, research criticism and claims of being genius. They are rarely found because they are attracted to the customers that they have been deceived by their rhetoric and do not assume responsibility for the results in sales. Their advertising efforts at the parties in New York, San Francisco and London are not being addressed. But in Chicago it is taken less serious.
In the days when I was getting experienced in smart battles and attempts of New Yorker magazine, I was the hero of the group, but when I graduated with a degree in advertising in the media and wrote a book in which I attached great value to research, I became their source of annoy. I relieve myself with this thought that I have more sells than them.
Sometimes due to the imposition of “rules”, I am attacked. Nothing is beyond the truth. I hate all rules and regulations. All that I am doing is giving a report on consumer response to different stimuli.
I perhaps say to the ad writer: “Research shows that ads in which celebrities take part are below the medium level in terms of encouraging consumers to buy. Are you sure you want to make use of a famous person? Is this a law? “Or perhaps to an artistic director I say:” Research shows that if the black scheme is on a white background more people read it rather than white scheme on a black background. Perhaps it is a warning and inspirational, but it’s hard to be said as a law.
In eighteenth century England, a group of midwives had a great effort to reduce infant and maternal mortality rate in childbirth than their competitors. However, they zealously guarded their secrets, until a curious medical student went to the roof of Maternity and watched from the light hole and saw the fork delivery (forceps), that they have invented. The secret, in favor of midwives and their patients, was exposed.
Obstetricians and gynecologists do not hide their discoveries today, but publish it. I thank my colleagues that they allowed me to publish my secrets. But I should add that theoretical expression does not necessarily reflect the scientific views of the company that employs me.

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Golestan Chai
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