David Ogilvy’s 10 + 1 campagne geboden, grotendeels nog steeds actueel, en na te lezen in “Confessions of an Advertising Man“:
1. What you say is more important than how you say it.
2. Unless your campaign is built around a great idea, it will flop.
3. Give the facts.
The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
4. You cannot bore people into buying.
We make advertisements that people want to read. You can’t save souls in an empty church.
5. Be well-mannered, but don’t clown.
6. Make your advertising contemporary.
7. Committees can criticize advertisements, but they cannot write them.
8. If you are lucky enough to write a good advertisement, repeat it until it stops pulling.
9. Never write an advertisement which you wouldn’t want your own family to read.
10. The image and the brand. It is the total personality of a brand rather than any trivial product difference which decides its ultimate position in the market.
11. Don’t be a copy cat. Nobody has ever built a brand by imitating somebody else’s advertising. Imitation may be the’ ’sincerest form of plagiarism,” but it is also the mark of an inferior person.
Recent Comments