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- presented by

group 3
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i m ording to David Ogilvy, managing an advertising

agen y is like managing any other reative agen y
i He emphasizes on the role of the leadership of the
organization to ensure the quality of the organization
i The leader should
be a master of the raft and lead with an iron hand
be innovative and provide a good atmosphere for reative
people to work
Should be a father figure to his subordinates
i The organization should
Re ruit, reward and have affe tion for hard working, gentle
mannered , self onfident individuals
Despise toadiness and nepotism in the organization
Learn from failures and plan poli ies far in the future
Build leadership from within ranks and delegated by the head
   
i To win lients an agen y should
Build onta ts with professionals that deal with major advertisers
Take every a ount initially, keeping an eye on blue hip a ounts
Send frequent progress reports showing the improvement in sales of
the existing lients to the prospe tive lients
Engage with the prospe ts by listening to them more
Let the prospe t if their advertising is bad and what it an do to
improve
Build intimate relation with the prospe t and understand their business
mvoid taking asso iations for lients, lients who treat advertising as a
marginal omponent and who offer business on individual entri
onditions
Try not to get a ounts that are too big to loose
Growth is essential but should be he ked
ż m ept a ounts if it believes it an do a better job than the previous agen y
ż mgen y should steer lear of the produ ts with falling sales for a long time
ż mgen y should show restraint in turning down moribund a ounts
ż mgen y should not ompromise on its profits; at times profits may be overlooked in
lieu of great advertising
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i mn average lient hanges in about 7 years hen e the agen y

should
mvoid taking lients with a re ord of frequently firing agen ies
Devote the best brains in the servi e of the lient
Keep in onta t with the lient at all levels and think like a member of it
mdopt the ³i e box poli y´
Keep different lients apart and not reveal their se rets
mlert the lient about weak links in the ommuni ation between the top
managements of the agen y and the lient
Keep the lient¶s advisors in good faith
wire the lient-agen y relation at all levels
Client¶s produ t¶s riti ism may be fatal for the agen y
i It does not pay to appease the lient on matters of grand strategy
i Making friends out of lients is a good thing to do
i Presentations should be professional, with irrefutable fa ts &lu idity
i Marketing plans should not use too mu h lingo to be ome boring

 

i Clients often judge advertising in terms of money spent on
advertising and raise in sales
i David Ogilvy has dis retely given 15 points to be a good
lient
‡Eman ipate your agen y from fear
‡Sele t the right agen y in the right pla e
‡Brief your agen y very thoroughly indeed
‡Do not ompete with your agen y in the reative department
‡Coddle the goose that lay your golden egg
‡Do not strain your agen y through too many levels
‡Make sure that your agen y makes profit
‡Do not haggle with your agen y
‡Be andid, and en ourage andor
‡Set high standards
‡Trust everything
‡Hurry
‡Do not waste time on problem babies
‡Tolerate genius
‡Do not under spend
 
  Ê 

i David Ogilvy lays down the following rules for great

ampaigns

What you say is important than how you say it

m great idea is important to build a great ampaign
Stating fa ts is important
One annot bore people into buying something
Be well mannered, but don¶t be a lown
Make your advertising ontemporary
Committees an riti ize advertisements, but they annot reate
them
If you are lu ky to write a good advertisement, repeat it until it
stops pulling
Never write an advertisement whi h you wouldn¶t want your own
family to read
The image and the brand
Don¶t be a opy- at
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i Headlines ‡ Body
being most important, it should
invite readers without ex luding  Try to re ommend the
anyone produ t to a stranger
headlines should appeal to the  Do not try to impress
interest of the reader
Try to put news
readers with big words
³new´ , ³free´ are the most  Be simple and on ise
powerful words in the headline
other effe tive ones are how to,
suddenly, now, announ ing,
improvement, et al
5 times as many people read the
headlines as the body
In lude a promise
Make the onsumer urious by
headlines
Do not write tri ky headlines, be
pre ise
Do not use negatives
Make the headline have a
meaning
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‡ The most powerful advertising illustrations are the ones that arouse
the onsumer¶s uriosity.
i
‡ make illustration that a onsumer an glan e at and be ompelled to
find out what is being advertised.
‡ Make the onsumer ask questions about the illustration. mnother
type of illustration that is effe tive is the before and after pi tures.
They show the results and an help get the benefits a ross.
‡ Use illustrations and pi tures that give the ompany a personality,
and allow the onsumer to relate to the ompany. If you make an
advertisement look like an editorial page it will attra t more readers
than making it look like an ad.
‡ people read the aption under a photograph more than they read the
opy of the arti le. There is a list of several tri ks to try and make a
long opy more readable, with the average tip adding about 10
per ent readability to the opy.
‡ Never type the whole ad in apital letters; it is harder for a person to
read
‡ In posters and outside advertisements, passing people do not have
time to read many words, so illustrations should get the point a ross
fairly easily and qui kly
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‡ mlways portray the destination favorably.

‡ mlways in lude something spe ial about the destination.

‡ Give images and thoughts that will stay with the viewer.

‡ People who travel are smart, do not insult their intelligen e.

‡ Help the reader understand that they an afford the trip.

‡ Make viewers feel like going to the destination is the popular

thing to do.

‡ Convert onsumer¶s dreams into a tion by getting them to go

where they always wanted to go.

‡ Consumers are out to get li hés, so give them that.

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‡ Sooner or later, you will be hurt and disappointed by a lient, but

you an not let that stop you from being great at what you do.

‡ m person an get by just being the go between men, but in order

to gain power and money, you have to have more aspirations.

‡ No matter how good you are, experien e is the best tea her you
an have.

‡ mny su essful person has to make great presentations. They

must be well written and well delivered.

‡ Treat lients as friends, and truly a t in their best interest.

‡ Only fight for the lients and things that are worth fighting for.
‡ Do not leak any information about anyone.

‡ Condu t business in private, do not allow others to hear and

steal your ideas.

‡ If you an admit your mistakes, you will earn the respe t of

others.

‡ Be sure to write on ise and to the point inter-offi e

memoranda.

‡ mdvertising pays well, be ons ious of how one¶s a tion

make oneself look and affe t others

   

 


‡ How many people feel that advertisers should give nothing but
fa ts.

‡ If advertising raises pri es or not; the debate on the topi is still on

going .

‡ Many people feel that advertising helps reate a monopoly, but

a ording resear hers , advertising is not a basi ause of
monopolies.

‡ mdvertising orrupt fewer editors than you may suppose.

‡ mdvertising an not push an inferior produ t on the onsumer

‡ mdvertising was founded based on lies and de eptions, butt it is now

an honest way to promote a produ t or servi e.
‡ Whether advertising make people want to buy produ ts they don¶t
need is a matter of opinion. advertising just gives them the
information to make better hoi es.

‡ mdvertising should not be used in politi s but he en ourages his

olleagues to do their politi al duty by working for one of the parties
as individuals.

‡ mdvertising should be used in good auses of a nonpoliti al nature.

‡ mdvertising is not la king good taste, but it should not abolish. But
it must be reformed.
 Overall Ogilvy thinks that given the right rules and
regulations, advertising an be a powerful tool to
help a ompany su eed in any business. It is a
foundation of so iety as we know it, and is a
prin ipal part of the e onomi system in whi h we
live in.

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DEVELOPED mND EDITED BY:-

Ipshita, ishna, komal,
jessi a, manita, kirti,
kriti ,kartikey and manish