Renowned Advertising guru David Ogilvy gives a brief speech on the importance of direct marketing.
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{ 25 comments… read them below or add one }
chrisk79 reveals in his few words that he knows absolutely nothing about direct response advertising.
Un genio, que poder de comunicación, irrepetible.
what years did Ogilvy record this video? please..
Well direct response advertising is only as effective as the product is bad. You don’t see the worlds top brands relying on direct response advertising. A Nike ad is a thing of beauty, an infomercial is a thing of shit.
David understood SELLING. Most salespeople don’t understand selling, let alone ad poets.
totally agree.
I respect your opinion, but you’re wrong, my friend. Direct response advertising is a specialty that most general ad agencies know little about. Also, the mere fact that you said, “A Nike ad is a thing of beauty” shows that you fall into this category as well. Beauty is not a criteria for creating effective advertising. Your statement is one of an advertising novice. I don’t blame you for your view… many people unfamiliar with the study of advertising hold a similar opinion.
All advertisements should follow his Mantra “We Sell or Else!”
grande Ogilvy, grande!!
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He can’t be here today, Because He’s Dead!
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This video is way out of date. While there are a few exceptions, infomercials and the kinds of advertising that Ogilvy supports in this video are simply not effective anymore. People are too smart. Most will never buy anything from an infomercial because there is a 99.9% chance of the product being crap.
Clients such as Nike, IBM and Coke spend millions of dollars a year on marketing research. Do you really think they haven’t researched the value of direct response advertising?
This video seems out of date but his points are still relevant. General Advertising and Direct Marketing are two different tools in Marketing Communications. Each has its own strengths and limitations. However, advertising is less effective now because consumers are becoming smarter and wiser.
Nike, IBM, and Coke execs don’t know a thing about direct response. They use institutional advertising — which is unmeasurable.
They use advertising agencies, which charge a portion of ad spend budget — millions — for no result.s.
The things Ogilvy is talking about in this video and in his books Ogilvy on Advertising and Confessions of an Adman are more relevant today than they were 10 years ago. Why? The internet, Measurable ROI, and research on consumer behavior allow market researchers and advertisers to know precisely, how effective their online advertising is, what sells and what doesn’t. Its a renaissance for the type of advertising Hopkins and Ogilvy advocated. Online, Interactive, isn’t it all direct response.
Read his book OGILVY ON ADVERTISING to see how much you’re doing wrong in your promotions.
“No one should be allowed to advertise until they learn direct response” Amen
I don’t this that’s strictly true, and I don’t think Ogilvy – the man credited with the creation of the ‘Brand Image’ – would agree with you either. In his own words: “Generally speaking, the brand with the most favourable image has the biggest market share.”
You name, arguably, the biggest companies in the world today, so they must be getting some results. Most of us buy with our hearts – not our heads.
Yes, obviously a outdated video, but some very relevant advice. Ogilvy talks about persuasive headlines that speak to the benefit of the product or service rather than headlines that are cute or poetic. Still too many advertisers today worshiping at the alter of creativity.
wow…what a poet
@chisaoboy you obviously know little about David Ogilvy – I suggest you read one of his books. He’s listed on the copywriting page on Wikipedia under “famous copywriters” and he was a great advocate of direct response advertising.
This is where there is no choice on the web – If you try to use General Advertising online you are wasting your time and money.
David Olgivy kicks ass.
question from a layman.. personally i tend to be drawn to ads that are really cool/creative/hilarious (which don’t necessarily convey the benefit of the product), that’s just me, which sort of advertising is that?