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It seems the O&M series saw fewer and fewer insertions as Ogilvy’s influence over the agency weakened with time. So, while it’s true a freelancer could never handle the corporate giants these ads were designed to attract, far bigger and better paying clients await those with the guts and know-how to put this kind of ad together today. Moreover, aren’t we all getting a little fatigued reading the same type of customer acquisition sales letters, promising the six secrets of psychological persuasion (and the like), some writer has labored months over. I am searching for the stats on David Ogivly’s campaign for Shell when he did the booklets and drove millions of people into the stores. Since these little booklets were distributed at the petrol stations over 30 years ago, they’re a challenge to get a hold of. All this time later the same basic principles yield better results than most of the marketing guru speak. Designers from Denmark, Kosovo and France won the top three prizes in the UN European Ad Competition, No to Violence Against Women, UNRIC, the organizers, announced in Brussels 19 October. We have received more than 2,700 ads, from 40 countries saying No to Violence Against Women. The Youth Prize will be selected by Fabrica, the Benetton Group communication research centre. And the first prize, selected by a panel of distinguished jury members will be announced at a ceremony in Brussels in October. The competition is an initiative of the United Nations Regional Informational Centre for Western Europe UNRIC, and UN Women, the new UN Entity for Gender Equality and Women’s Empowerment. Afsane Bassir-Pour, the Director of UNRIC, praised the enthusiasm with which Europeans joined the competition saying “our aim was to raise awareness on this issue, help break the taboo, and to do this by reaching out to the European creative community. Propaganda can be defined as information, ideas or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation etc. During World War One, propaganda posters were rampant.


How do the posters portray each country’s enemies? Is it in keeping with what you’ve learned so far? Drayton Bird, Gary Bencivenga and David Deutch are all O&M alumni from around this time. And in case you haven’t looked at the book in a while, a sharpshooter assisted by an electron microscope would be challenged to make out the body copy in the ad.
Fabrica, Benetton’s communication research centre, was tasked with going through over a thousand youth entries before finally agreeing on a winner. The song explains key causes and events of the war, from the perspective of a young soldier.
One series that comes to mind was a 1980’s advertising partnership between The Wall Street Journal and a rotation of Madison Avenue agencies under the slogan, “The Wall Street Journal. We have learned that the effect of your advertising on your sales depends more on this decision than on any other: how should you position your product?
Any good agency knows how to position products for demographic segments of the market – for men, for young children, for farmers in the south, etc. Commercials using on-camera voice do significantly better than commercials using voice over. In headline tests conducted with cooperation from a big department store, it was found that headlines of 10 words or longer sold more goods than short headlines.
When you advertise your product which is consumed by a special group, it pays to flag that group in your headline – mothers, bedwetters, going to Europe? Readership falls off rapidly up to 50 words, but drops very little between 50 and 500 words (this page contains 1,909 words, and you are reading it). Ogilvy & Mather has gotten noticeable results with photographs, which suggest the story.


On the average, twice as many people read the captions under photographs as read the body copies. Raphaelle Moreau will be invited to a two week trial period at Fabrica, which if successful could lead to a full year grant and internship. Use today’s lesson, which includes many examples of World War One Propaganda, to start a discussion in the classroom. It takes a big idea to jolt the consumer out of his indifference – to make him notice your advertising, remember it and take action.
They attract more readers, generate more appetite appeal, are more believable, are better remembered, pull more coupons, and sell more merchandise.
If your advertising looks ugly, consumers will conclude that  your product is shoddy and they will be less likely to buy it.
Successful advertising sells the product without drawing attention to itself, it rivets the consumer’s attention on the product. We call that logorrhea, (rhymes with diarrhea.) We have created some great commercials without words. A truly big one can be continued for 20 years – like our eye patch for Hathaway shirts.



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