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Monday, October 12th, 2009 | Author:

http://www.designlessbetter.com/blogless/wp-content/uploads/2008/11/ogilvy.gif

Want to share this person’s thoughts, which I agree mostly.

I wish I could be with you today, in the flesh as they say. Unfortunately, I’m in India. Ever been in India? It’s very hot. If you don’t mind, I’m going to take off my coat.

You know, in the advertising community today, there are two worlds — your world of direct response advertising, and that other world, the world of general advertising.

These two worlds are on a collision course. You direct response people know what kind of advertising works and what doesn’t work. You know it to a dollar. The general advertising people don’t know.

You know that too many commercials on television are more effective — more cost effective — than 10 second commercials or 30 second commercials. You know that fringe time on television sells more than prime time. In print advertising, you know that long copy sells more than short copy. You know, that headlines and copy about the product and its benefits sell more than cute headlines and poetic copy. You know it to a dollar.

The general advertisers and their agencies know almost nothing for sure because they cannot measure the results of their advertising. They worship at the alter of creativity, which really means originality, the most dangerous word in the lexicon of advertising. They opine that 30-second commercials are more cost effective than two-minute commercials. You know they’re wrong.  In print advertising, they opine that short commercials (whoever prepared the teleprompter presentation goofed, obviously he meant ads) sell more than long copy. You know they’re wrong. They indulge in entertainment. You know they’re wrong. You know to a dollar. They don’t.

Why don’t you tell them?

Why don’t you save them from their follies?

For two reasons:

First, because you are impressed by the fact they are so big and so well paid and so well publicized. You are even, perhaps, impressed by their reputation for creativity, whatever that may mean. Second, you never meet them. You inhabit a different world. The chasm between direct response advertising and general advertising is wide.

On your side of the chasm, I see knowledge and reality. On the other side of the chasm, I see ignorance. You are the professionals. This must not go on. I predict that the practitioners of general advertising are going to start learning from your experience. They’re going to start picking your brains. I see no reason why the direct response divisions of agencies should be separate from the main agencies. Some of you may remember when television agencies were kept separate. Wasn’t that idiotic? I expect to see the direct response people become an integral part of all agencies. You have more to teach them than they have to teach you. You have it in your power to rescue the advertising business from its manifold lunacies.

When I was 25, I took a correspondence course in direct mail. I bought it out my own pocket from the Dardanelle Corporation in Chicago. Direct response is my first love, and later it became my secret weapon. When I started a Ogilvy & Mather in New York, nobody had heard of us, but we were airborne within six months and grew at record speed. How did we achieve that? By using my secret weapon, direct mail.

Every four weeks, I sent personalized mailings to our new business prospects, and I was always amazed to discover how many of our clients had been attracted to Ogilvy & Mather by those mailings. That was how we grew.

Whenever I look at an advertisement in a magazine or newspaper, I can tell at a glance whether the writer has had any direct response experience. If he writes short copy or literary copy, it is obvious that he has never had the discipline to write direct response. If he has had that discipline, he wouldn’t make those mistakes. Nobody should be allowed to create general advertising until he has severed his apprenticeship in direct response. That experience will keep his feet on the ground for the rest of his life.

You know the trouble with many copywriters and general agencies is that they don’t really think in terms of selling. They’ve never written direct response, they’ve never tasted blood. Until recently, direct response was the “Cinderella” of the advertising world. Then came the computer and the credit card, and direct marketing exploded. You guys are coming into your own. Your opportunities are colossal. In the audience today, there are heads of some general agencies. I offer you this advice; insist that all your people, creative, media, account executives, that they’re all trained in your direct response division. If you don’t have such a division, make arrangements with a firm of directing marketing specialist to train your people. And make it a rule in your agency that no copy is ever presented to clients before it has been vetted by a direct response expert.

Ladies and gentlemen, I envy you. Your timing is perfect. You’ve come in the direct response business at the right moment in history. You’re on to a good thing.

For 40 years, I’ve been a voice crying in the wilderness, trying to get my fellow advertising practitioners to take direct response seriously. Today, my first love is coming into its own. You face a golden future.

David Ogilvy’s interview

Monday, October 12th, 2009 | Author:

Lie often told eventually becomes a truth- Said by V Lenin.

Last time when I saw “Delhi-6” and then to some extent “Mumbai Meri Jaan” where rumors took shape of facts, I felt that the filmmaker actually picked facts and tried to say-what he felt. Nowadays, we do not look informative and public interest programmes or capsules too often, forget about being creative enough. I came across a video -perhaps produced by the FTII guys- which I liked a lot and have faint memories of watching them on our B/W Binatone TV at home. It came on Doordarshan. With Diwali just around the corner rumors mongers can just be on prowl. Beaware of them and do not let rumors get in your head.

I can also relate rumors with unpolished and non-credible news coming through wires. It reaches TV stations and news hungry editors without confirming the veracity or source of the news is ready with a 3 minute breaking news kind of an arrangement to feed we-the-people.

I know I deviated a little from my topic but this is also which I wanted to express, somehow.

Please do watch this Video

Sunday, April 26th, 2009 | Author:

I heard several people bragging about the blue print they inherit helped them in becoming bards of power and how they liked to be enunciated as the great chip of the great block.

“What we accede to from our parents at parturition is a prototype which set us to a pre program course of instigation”, owing to this fact, we rather compare off springs to the parents though we all know every individual is unique.

The peculiar game of Gene is not only constricted to bringing our beauty and blight to the progeny but it is much more beyond anyone’s potential or imagination. Perhaps, the most powerful matter known ever.

Jurassic Park – a mega hit movie of Steven Spielberg was based on recreation possibilities of pre historic animals. In which the indispensable DNA of dinosaur was extracted from the amber of blood sucking creature, even in the movie “Sleeper”, Woody Allen had perfectly caricaturized Allan Wilson’s Endeavour experiment done over Quagga (Zebra like animal). In the movie a dead tyrant was cloned by his nose (the only part of his body remained).

Darwin Prockop (Molecular geneticist, Jefferson Medical College) had proposed to clone Abraham Lincoln from his blood stained shirt (preserved as national relic cell) and a hair strand with a follicle attached in it.

Although scientific reality is more thorny because a well preserved fossil probably contains rest than 9% of original DNA but, Gene therapy and Gene profiling can pull you through many disease and many problems with a great altitude of success, startlingly.

The Gene has a power to cast a spell; there will be no wonder if we see Albert Einstein in future.

Monday, January 19th, 2009 | Author:

Muntazer al-Zaidi is planning to seek asylum in the cooler pastures of Switzerland now. Well he can live in peace now and can even manage a better paying job at the UN. Zaidi who? I am very sure you guys have forgotten his name. But hey do you remember a guy who hurled  a ‘size 10’ shoe at the outgoing American president George W Bush? Now you remembered. “Once settled in Geneva, the bachelor without children could “very well work as a journalist at the United Nations which has its European headquarters here”, said Mauro Poggia this young man’s lawyer.

That’s one story Mr Bush would not like to remember out of many which he did out of intention. The news is that Mr George W Bush is leaving Washington DC and perhaps plans to spend more time in Texas tomorrow onwards. By the time you start reading this piece, another historic kindly read expensive moment would be grabbing world attention on January 20th. Barrack H Obama’s swearing in ceremony will grab eyeballs, TV crew, and many miles of print will be dedicated to this already iconic politician, like never before. R Issac Robert cautiously points,”the sad part is that he is yet to do something. Apart from laudable speeches what has he given till date?” Okay, I should come in those details a little later in this article. Firstly I would like to congratulate America’s first coloured president, for whom expectation of a better future for American becomes a huge promise to be kept.

Mr Obama is perhaps being labeled as a brand. The Obama industry has quite a good number of buyers and it sells well, till now, if I am not wrong. A brand, constituting T-shirt, mugs, commemorative coins to hand towels, and from bobbing-head dolls to glossy books, posters, sticker, railway engines, educational institutions and what’s more streets and cities as well. Yes you read it right, cities and streets, followed by junior schools. Delmar Boulevard criss crosses between the most racially divided pockets of St Louis, Missouri and some elderly men are planning to rename, which will, most probably not succeed. But, a long Island elementary school in Hampstead, NY recently changed its name from Ludlum to Barack Obama after their students raised a campaign, another school in Portland, Oregon is still thinking of doing so. The black Perry County, Alabama, went a step forward by declaring every second Monday of November as Barack Obama Day and a government holiday that day.

Barack Obama will be sworn in as the 44th president of the USA today which is likely to attract much more than 1.5 million people to Capitol Hill, only after Lyndon Johnson in 1965. Amidst a steep downturn in what can be said ‘The Great Depression of ‘32’ revisited in ‘08, Obama and his team should be spending close to $150 Million in celebrations. Undoubtedly the most costly carnival till date. He has his reasons to celebrate, let me break down his list to make it easy.

Can I assemble them in number? Let me please!

  • One ton each of chocolate and cheese.
  • One ton each of chocolate and cheese.
  • About 1,500 cases of beer.
  • Eight hundred pounds (363 kilograms) of bison.
  • $40 million an estimated cost of the inaugural parade, balls, opening ceremonies, giant television screens on National Mall and other expenses for the Presidential Inaugural Committee.
  • 432, total Presidential Inaugural Committee staff members.
  • 240,000 free tickets have been distributed so far for the swearing-in ceremony.
  • 58, law-enforcement and other agencies working on security.
  • 8,000, District of Columbia police officers on duty
  • 1,000, US Park Police officers on duty
  • 550, Metro transit police on duty
  • 10,000, National Guardsmen
  • 20,000, passenger’s expected to take a ride today
  • 2 million, inauguration subway maps Metro are already printed
  • 10,000, charter buses expected to descend Washington DC
  • 600, hotel rooms left in Washington.
  • 90,000, unique internet hits that Destination D.C., the city’s tourism bureau, has received on its inauguration Web site.
  • 13,000, military and civilian participants in the inaugural parade, including marching bands.
  • 112, light bulbs replaced in lampposts on Pennsylvania Avenue parade route.
  • 10, large screens broadcasting swearing-in on the National Mall.
  • 1,000, vendors so far who have received licensed spots to sell wares around parade route and city streets.
  • 15,000 to 18,000, volunteers helping Presidential Inaugural Committee around the city.
  • 4,100, minimum number of portable toilets available to the public.
  • 10, official inaugural balls.
  • 12,000, eggs that chefs at the Willard InterContinental Hotel will use for meals from Jan. 17 through the inauguration.
  • 10,000, square footage (930 square meters) of the swearing-in stage.
  • 6, number of bicycle rickshaws D.C. Pedicab plans to operate.
  • 5000 portable toilets
  • What’s more, performers from LA are descending for this gala celebration, to name a few Beyonce, Mary J. Blige, Garth Brooks, Bruce Springsteen, Bono, Cheryl Crow, Shakira, Stevie Wonder and Renee Fleming.

I would like to end this piece with Mr. George W Bush’s quote

“Most imports are from outside of the country”.

Thank You!