Tag-Archive for » Newspaper «

Monday, October 12th, 2009 | Author:

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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

Thursday, February 05th, 2009 | Author:

The magic of the printed word remains and restores an everlasting impression in human mind. The objective of advertisement has perhaps grown from handing out bills and now to evolve to space advertisement. Despite the internet flooding the cyberspace with information, the Google boss Eric Schmidt confirms that the Internet is a “cesspool” where untrue information thrives. It is not that the print is devoid of such practice but why do I bank on the print. Let me express!

“Conscience advertisers know where to advertise.” Said by P K Hui. Here is my catch, the first known advertisement is known to be appeared in England in 1622 and the Ad spoke of for a return of a stolen horse. The ancient Greeks, Egyptians and Romans used papyrus to advertise ideas. The advent of the printing age truly arrived in the 15th and the 16th century and according to reports in the US along at least half a Trillion dollars will be used by the advertising sector.

But aren’t there are other options? Yes, certainly there are TV stations are mushrooming, in the radio sector lost love has renewed again and lastly the internet. The webspace has created an unending space and niche for itself. “Every media has its own space and market value. TV cannot replace that traditional mode of communication. An ardent supporter of the print media, PK Hui goes on, “Visual media is a flattery image. Inducing trial involved in launching product or concept will face challenge from a large number of competitive brands. Thus to introduce trials of the product highlighting special features/ concept print medium is taken into account. TV can always come as a supporting vehicle.”

The market is shrieked, segmented, specialised differentiated. He says, “Not all are buyers. Newspapers, magazines can inform and have a tendency to influence readers or opinion makers. An advertiser can also identify where exactly his message is going and to what extent, reach and impact it can create.”

The print provides you a flexibility to change and modify the message and select your favourable vehicle per sé. The Indian media advertising market is till date dominated by the print media with a healthy 47% market share followed by TV, radio and the internet market. Viewer is the king, a viewer tends to skip the channel during breaks (unless there are really catchy Ad’s). The print media is and will remain as the primary source of information. Therefore for getting a product known at least one needs to slot more than once in the TV domain, which is expensive. It can cost you a bomb. Nevertheless, I still believe that every domain has it’s own space and if not, the content and the editorial team will create a niche of its own. A good editorial standard makes the job of the marketing/advertising team easier actually.

The print is being read by the educated, opinion and decision makers of the society. Hence, choosing the right vehicle to launch a product is very important. The TV does not allow a person to think and the internet allows a person to navigate at the drop of the hat.

The trials involved in launching a product or concept is bound to face competition from a number of upcoming or established brands. Thus to induce trials of the product highlighting special features/ concepts the print is definitely taken into consideration. The TV can always come as a supporting media.

I do miss something if I don’t browse a paper hen I start my day. There is a vacuum which the TV cannot fill somehow.

The market is shrinked, segmented, specialised and differentiated. So, choosing your vehicles (Print) becomes vital. A friend candidly says, “Not every reader is a buyer. Newspapers, periodicals and magazines can inform readers. An advertiser can also identify where exactly his Ad going. He has the numbers (newspaper circulation figure) and definitely his target market.” Newspapers and magazines provide you a high level of flexibility and an option to select. Paper Ad’s (it’s message) can be modified, changed, condensed or expanded at a very short notice. The prominence of the print media has increased with time, even during this globally recessionary period an increased reliability of information has infact grown. Please check the box below.

· The Indian print advertisement industry is worth Rs 20717 crore

· It has major share- 47%, TV- 41%

· In fiscal year 2008 the radio industry grew by 38% at 62%, a 68% rise from the previous year

· The dark horse- Rs 363 Crore spent on the internet (45% growth)

There is a common saying – Seeing is believing. A typical psychological process goes when you feel a paper and believe in writings. There was a feeling at the advent of the internet and the enormous growth of the TV that the print will loose its sheen. But it is also true that as long as people are taking birth, going to schools and aware, print will never be out of fashion. It will remain. That is why I bank on the print.

Thanks!