大卫·奥格威 英文版简介

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奥美公司英文简介

奥美公司英文简介

History[edit]Ogilvy & Mather was founded in 1948 by David Ogilvy. After a short and successful career in sales Ogilvy had been employed in London in 1935 by his brother Francis Ogilvy at the British ad shop Mather & Crowther which had been founded by Edmund Mather in 1850.[1] Mather & Crowther sent David Ogilvy to the US in 1938. Following a ten year gap during which time he worked in research, for British Intelligence during WWII and a sabbatical period, Ogilvy in 1948 started a US agency with the backing of Mather & Crowther, who by then had merged with the Benson agency group in the UK. Ogilvy opened his US shop as "Hewitt, Ogilvy, Benson, & Mather" in Manhattan with a staff of two and no clients.[2] The company became a leading worldwide agency by the 1960s.[citation needed] Central to its growth was its strategy of building brands such as American Express, BP, Ford, Barbie, Maxwell House, IBM, Kodak, Nestlé, Cadbury and Unilever brands Pond's and Dove.[3]Ogilvy & Mather was built on Ogilvy's principles, in particular, that the function of advertising is to sell and that successful advertising for any product is based on information about its consumer.His entry into the company of giants started with several iconic campaigns: "The man in the Hathaway shirt"with his aristocratic eye patch; "The man from Schweppes is here" introduced Commander Whitehead, the elegant, bearded Brit,bringing Schweppes (and "Schweppervesence") to the United States.; "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock"; and "Pablo Casals is coming home – to Puerto Rico", a campaign that Ogilvy said helped change the image of a country and was his proudest achievement. "Only Dove is one-quarter moisturizing cream". This campaign helped Dove become the top selling soap in the U.S.In 1989, The Ogilvy Group was purchased by WPP Group.Clients[edit]Ogilvy & Mather board has produced work for a wide range of leading brands, including:American Express (since 1962)[5]British American Tobacco (since 1981)[5]Amway (since 2009)[6]Coca-Cola Company (since 2001)[7]Louis Vuitton (since 2006)Controversies[edit]Ogilvy caused some controversy in 2004 when a reportedly discarded video advertisement for the Ford SportKa hatchback began spreading virally via email. The 40-second video, which shows a lifelike computer-generated cat being decapitated by the car's sunroof was apparently rejected by Ford, but still made its way onto the internet, sparking outrage among bloggers and animal rights groups.[22][23]Ogilvy also has been involved with the notorious Asia Pulp & Paper, a large logging company that has been convicted of illegal logging in three countries, and recently has built roads illegally into the last remaining habitats of the critically endangered Sumatran Tiger, but spent large sums on global advertising campaigns claiming 'sustainability beyond compliance'.[24]In 2005, Shona Seifert and Thomas Early, two former directors of Ogilvy & Mather, were convicted of one count of conspiring to defraud the government and nine counts of filing false claims for Ogilvy over-billing advertising work done for the U.S. Office of National Drug Control Policy account. In an e-mail, Seifert stated "I'll wring the money out of [the ONDCP], I promise". Seifert and Early were sentenced to 18 and 14 months in prison, respectively. Seifert also was ordered to pay a $125,000 fine, in addition to writing a "code of ethics" for the ad industry as part of 400 hours of community service. Ogilvy & Mather repaid $1.8 million to the government to settle a civil suit based on the same billing issues and continues to produceanti-drug spots for the government.[25][26][27][28]Ogilvy Government Relations, a wholly owned subsidiary of Ogilvy Public Relations, is credited with playing an instrumental role in killing the controversial 2005 bid by Chinese oil company CNOOC to buy Unocal Corporation, which would then go on to merge with Chevron Corporation, an OGR client.[21]The company was involved with a controversy in May 2009 when a Clio Award was given to a campaign for the A & E History Channel. One of the associated images compared the American deaths at Pearl Harbor with the Japanese deaths after the bombing of Hiroshima.[29]In September 2010, An Ogilvy & Mather produced radio ad for ARCO a U.S. based oil and gasoline company caused a controversy when the advertisement which used a sped up version of the Emergency Alert System header tones caused EAS decoders at radio stations across the country to unmute and activate causing a false emergency message to be sent out to monitoring television and radio stations as well as local cable systems which had their programming locked out and replaced with the primary EAS station's emergency message which in this case ended up being the ARCO ad. The situation came to a head when one radio station reported that it's EAS decode activated at least 5 times during the week because of the ARCO ad. The Society of Broadcast Engineers issued an alert bulletin to all broadcasters warning them about the ad.[30]Initially the Federal Communications Commission had issued Notice of Apparent Liability to several radio stations untilit was discovered that the ads were the culprit and the header tones were most like downloaded by producers from the Internet. Ogilvy and Mather and ARCO pulled the ad and apologized. The FCC is investigating whether or not Ogilvy and Mather violated FCC Regulation CFR 47 11.45 which states "No person may transmit or cause to transmit the EAS codes or Attention Signal, or a recording or simulation thereof, in any circumstance other than in an actual National, State or Local Area emergency or authorized test of the EAS".In 1972 Ogilvy & Mather, Sydney first developed the line "Don't Leave Home Without It" as a means of educating Australians how to use the country's first credit card. Created by Ian Latham and David Prentice.[citation needed] Three years later in 1975, the line was adapted by Ogilvy & Mather New York to "Don't Leave Home Without Them' ad campaign for American Express Traveler's Cheques, featuring Oscar Award-winning actor Karl Malden. The "Don't Leave Home Without It" slogan was revived in 2005 for the prepaid American Express Travelers Cheque Card. After Malden's departure, American Express continued to feature celebrities, including Jerry Seinfeld, Martin Scorsese, Robert De Niro, Wes Anderson, Ken Watanabe, Ellen DeGeneres and Conan O'Brien.In 2003, Ogilvy and Mather released the infamous Miller Lite Catfight campaign. The ad, which featured two very beautiful women (Tanya Ballinger and Kitana Baker) first fighting in a fountain and later in a mud pit, was well received by males and made the girls instant celebrities, but generated significant controversy over its depiction of women. Further controversy was generated over an uncensoredversion of the ad, which ended in the two muddy girls falling in love and kissing.In 2007, Ogilvy Stockholm developed the "Animals in the Womb" campaign for Ford Flexifuel, which was nominated for the Cannes Lion Award and for the Guldägget Award in 2008.[citation needed]历史[编辑]由大卫·奥格威,奥美成立于1948年。

大卫奥格威——广告界的教皇

大卫奥格威——广告界的教皇

广告信条中有几句 1 不要打“短打”,你必须努力,每次都要全垒打。 2 时时掌握主动,不要让广告主支使才去做,要 用出其不意 、妥协的神技,让他们惊讶。 3 一旦决定广告活动的实施,不要徘徊,不要妥协, 不要混乱,要单刀直入地进行,彻底地猛干。 广告本文原则中有几句 1 要写得真实,而且要使这个真实加上魅力的色彩。 2 利用名人推荐,名人的推荐比无名人的推荐更具 有效果。 广告插图准则中有几句 1 把故事性的诉求(story appeal ),放进插图中 2 避免历史性的插图,旧的东西,并不能替你卖东 西。
₯ 成长。 ₯ 广告界背景 :美国广告业世界领先,广告泛滥, 人们生活中充斥着各色广告,美国人陷入广告覆盖 的世界。 1953年,进入广告业仅仅四年,大卫奥格威被 认定在过去的50年里,美国广告业从来没出现过如 此杰出的人物。广告业的天才。 大卫奥格威:“我的生命在不同的空间里度过 了几个阶段:在巴黎做厨师、在苏格兰卖炉具、为 好莱坞做民意调查、服务于情报机构、在阿米什人 那里做农民,然后创办广告公司。”
出身英国的大卫· 奥格威,是现代广告业的大师级传奇人 物,他一手创立了奥美广告公司,开启了现代广告业的新 纪元,他确立了奥美这个品牌,启蒙了对消费者研究的运 用,同时创造出一种崭新的广告文化。 1948年,奥格威 在纽约以6000美元创办了奥美广告公司,随后以创作许多 富有创意的广告而赢得盛誉。他的作品机智而迷人,但最 重要的是:他坚持它们必须有助于销售。他把广告业的经 营和专业化推向顶峰,他的价值观就出了一个全球性的传 播网路,他睿智隽永的风格不但塑造了奥美广告,同时更 深深影响着整个广告业的发展
1982年10月份的《扩张》杂志特别对工业革命做了专题报 道,在文中列出11位对工业革命具有贡献的人士,奥格威 名列其中,他被冠以这样一个称号——《血;思想与啤酒》 《中大西洋人》 《财富》 《油墨》 《麦迪逊大道之王》

奥美简介及案例

奥美简介及案例

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奥美服务过的客户
1
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奥美在中国
• • • • • • • • • • • 1981 1985 1986 1988 1992 1993 1994 1995 1998 1999 2001 在上海文汇报上刊登“雷达表”广告 在香港成立“奥美中国” 在北京成立代表处 在上海成立代表处 不上海广告公司合资成立“上海奥美广告” 建立北京奥美 建立广州奥美 在北京,上海和广州成立奥美公兲公司 成立“群策”(促销公司) 建立奥美互劢(网络营销) 成立奥美规视管理顾问公司 / 奥美直效行销公司
传立媒体
– – – – – – – –
媒体策略发展 媒体价格谈判 媒体购买不执行 媒体市场调研 网络媒体计划不购买 节目觃划不随片推广 媒体节目赞劣不活劢安排 户外媒体计划不购买
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内部培训
奥美人 每年,奥美招收的应届毕业生比业内仸何一家公司都 要多。奥美在对人才的培讪和培养上也仍丌吝啬。你 丌难发现,很多业内的领导人物——除了奥美,还有 很多业内其他公司的——在刚毕业的时候都是在奥美 起步的。正是为此,Campaign杂志还给了我们一个 "奥美大学"的称号。
• 2.丰富的行业经验
– 在客户花费大量传播费用之前,制定策略整合斱案,最大化 发挥传播综合效力,避免无谓宣传费用的浪费
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奥美服务5个特点
• 3.全球资源共享
– 共享国际与业知识,保证宣传的国际范围应用和及时采用应 时的斱法 – 奥美全球行业与家可组成在线团队为客户提供服务
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奥美服务5个特点
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九阴真经
广告创作的思考模式工具九阴真经 迚行广告创作时的九个要素: l、行销目的(MarketingAim); 2、广告扮演的觇色(RoleofAdvertising); 3、品牉定义(BrandDefinition); 4、竞争范畴(Competition); 5、目标消费群(TargetMarket) 6.我们现在何处?(Wherearewenow?); 7、我们将往何处?(Wherearewegoing?);8 、按钮(Button); 9、支持点(Support)

大卫奥格威给青年人的宝藏

大卫奥格威给青年人的宝藏

大卫奥格威给青年人的宝藏大卫·奥格威(David Ogilvy),是20世纪最伟大的广告传奇之一,也是奥美广告公司的创始人之一,他的广告创意和营销理念影响了整个广告业的发展。

他的作品和思想成为了广告史上的经典,并延续至今。

除了他在广告领域的成就,奥格威还给青年人留下了一份宝藏,那就是他的思想和人生智慧。

在他的著作和演讲中,我们可以找到许多宝贵的经验和建议,这些都对青年人的成长和发展具有重要的启发和指导作用。

本文将会探讨大卫奥格威给青年人的宝藏,希望能为广大青年朋友提供一些有益的借鉴和启示。

大卫奥格威给青年人的第一个宝藏是品格与诚信。

在他的一生中,奥格威始终坚持正直、信念和诚实。

他曾经说过:“无论如何,我不打算说谎,无论这意味着什么。

”这种坚定的品格和诚信精神不仅贯穿于他的广告事业,也影响了他的人生观念和处事方式。

奥格威深知,诚信是人格的基础,只有坚守诚信,才能赢得信任和尊重。

对于青年人来说,品格和诚信是更为重要的品质,它们不仅对个人的成长和发展有着重要的影响,还关系到社会的和谐与稳定。

青年人应该学习奥格威的品格和诚信,坚持自己的信念,端正为人处事的态度,勇敢面对挑战和困难,不负众望,努力成为一个真正的诚信之人。

大卫奥格威给青年人的第二个宝藏是勤奋与恒心。

在奥格威的广告事业中,勤奋和恒心是他成功的不二法门。

奥格威曾经说过:“只有你甘愿用心勉力,东山再起的希望才能实现。

”这句话道出了奥格威一生不断努力和追求卓越的奋斗精神。

他认为,只有勤奋和恒心才能使一个人取得成功,他自己就是最好的例子。

对于青年人来说,勤奋和恒心同样是非常重要的品质,只有不断努力学习和工作,才能在竞争激烈的社会中脱颖而出,实现自己的人生梦想。

青年人应该学习奥格威的勤奋和恒心,不畏艰难,不怕失败,牢记奋斗目标,坚定信念,努力拼搏,追求卓越,努力实现自己的人生价值。

大卫奥格威给青年人的第三个宝藏是创新与创意。

在广告创意方面,奥格威是无人能及的传奇人物,他的创意和创新成就了奥美广告公司的辉煌。

大卫·奥格威生平

大卫·奥格威生平

大卫·奥格威生平奥格威的广告生涯,开创了一个时代。

他诸多的言论与著作,至今仍深刻影响着现代广告业。

从来没有任何一个人,像他一样,给广告业留下这么多真知灼见。

英伦岁月公元1911年6月23日,大卫·奥格威出生于英国伦敦西南的萨里郡赫斯利村。

他就学于爱丁堡费提兹学校和牛津基督教会学,但并没有能在此取得毕业证书。

厨师大卫大学肄业后,奥格威前往巴黎皇家饭店就业,展开了职业生涯,在那儿他学到了纪律和管理,后来决定离开,因为他认为“如果继续留在皇家饭店,就必须面对奴工般低微的工资、残酷的压力以及永无止境的疲惫”。

于是他返回英国。

推销员大卫回到英国的大卫,在伦敦挨家挨户地推销厨具,他把炉具卖给各式各样的人,还包括修女、醉汉等。

这段经历为奥格威人生的另一段传奇埋下了伏笔。

1935年,他还写了一本销售手册(财富杂志评为“有史以来最好的销售手册”),里面不乏金玉良言,比如:“你对产品的好处着墨越多,对客户的拜访越是密集,你拿到的订单也就越多;不过,千万别把接听电话的次数误以为是销售的成效。

”情报专家大卫1938年,奥格威移居美国,为乔治·盖洛普曾在新泽西州的民意测验机构工作。

盖洛普严谨的调查方式和忠于事实的研究态度对奥格威影响深远。

二战期间,奥格威在英国大使馆驻华盛顿的情报机构任职期间,为国家政策和国家安全方面写过大量分析和建议;在其中一篇报告中,奥格威从消费主义和爱国主义的观点出发,去诠释并推测人类的行为,文中大胆建议“将盖洛普的技术应用于秘密情报领域”。

战争的最后一年,奥格威所提的这个建议,就被艾森豪威尔的心理战委员会所采用。

农夫大卫战后,奥格威在宾夕法尼亚州的兰开斯特乡村买了农场,生活在与现代文明隔绝的阿米什(Amish)社区。

奥格威和妻子在这儿平静、祥和、富足地过了几年。

不过他最终还是觉得自己无法成为一个真正的农夫,于是又迁回了纽约。

广告人大卫1948年,他创建奥美广告公司的前身,总部在纽约。

大卫·奥格威与哈撒韦衬衫

大卫·奥格威与哈撒韦衬衫

Presentation Title | Presentation Subtitle | Confidential
中央电大广告专业
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标题:穿哈莎威衬衫的男人
正文:美国人开始认识道:穿一套高档西服, 却配以一件大量生产的廉价衬衫,既破坏整体 效果,而且滑稽透顶。因此,哈萨威衬衫的日 渐流行,正是它所处阶层的需要。 首先,哈莎威衬衫耐穿性极强——可以穿 很多年。其次,因为哈莎威衬衫精致裁剪的衣 领,能使你看起来更年轻、更高贵。整件衬衫 不惜工本的剪裁,会令你觉得更为舒适。下摆 很长,可以深入你的裤腰。纽扣是用珍珠母做 成的——非常大,也非常有男子气。甚至缝纫 上也存在着一种南北战争前的高雅。 最重要的是哈萨威衬衫使用从全世界各地 进口的最有名的布料来缝制他们的衬衫—-从 英国来的棉毛混纺的斜纹布,从苏格兰奥斯特 拉德地方来的毛织波纹绸,从西印度群岛来的 手织绸,从英格兰曼彻斯特来的宽幅细毛布, 从巴黎来的亚麻细布。穿着如此完美风格的衬 衫,定会使您得到超乎衬衫本身的众多满足。 哈萨威是缅因州小里 工作了整整114年。 假如你想在离你最近的店家买到哈萨威衬 衫,请写明信片到:”C.F.哈莎萨威,缅因州, 沃特威”,即复。
Presentation Title | Presentation Subtitle | Confidential
中央电大广告专业
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奥格威与“品牌形象”理论
1、品牌与品牌的相似点越多,选择品牌的理智考虑就越少;品牌形象塑 造是创作具有销售力广告的一个必要手段;
2、形象指品牌个性。最终决定品牌市场地位的是品牌总体上的性格,而 不是产品间微不足道的差异; 3、品牌形象要反映购买者的自我意象; 4、每一则广告都是对品牌的长期投资,品牌形象是一种长期的战略,因 此,广告应保持一贯的风格和形象,尽力去维护一个好的品牌形象,并 使之不断丰满; 5、影响品牌形象的因素很多,包括产品名称、价格、包装、广告风格、 赞助等。

文献综述(关于品牌)

文献综述(关于品牌)

本科生毕业设计(论文)文献综述
设计(论文)题目
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作者所在专业
作者所在班级
作者姓名
作者学号
指导教师姓名
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完成时间
北华航天工业学院教务处制
说明
1.根据学校《毕业设计(论文)工作暂行规定》,学生必须撰写毕业设计(论文)文献综述。

文献综述作为毕业设计(论文)答辩委员会对学生答辩资格审查的依据材料之一。

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3.文献综述各项内容要实事求是,文字表达要明确、严谨,语言通顺,外来语要同时用原文和中文表达。

第一次出现缩写词,须注出全称。

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本学科的基础和专业课教材一般不应列为参考资料。

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毕业设计(论文)文献综述
毕业设计(论文)文献综述。

george orwell英文介绍

george orwell英文介绍

george orwell英文介绍George Orwell was an English novelist, journalist, and social commentator whose work captured the dystopian realities of the 20th century. He was born Eric Arthur Blair in Motihari, India in 1903 to a civil servant in the British colonial government. His experiences growing up in colonial India and later in England, working as a police officer in Burma, and fighting in the Spanish Civil War all influenced his writings and political views.Orwell is perhaps best known for his novels Animal Farm and Nineteen Eighty-Four, both of which explore totalitarianism and the dangers ofpolitical propaganda. Animal Farm, published in 1945, tells the story of a group of farm animals who overthrow their human owner and run the farm themselves, only to have their new leaders become corrupt and oppressive. Nineteen Eighty-Four, published in 1949, is set in a dystopian futurewhere the government has complete control over every aspect of citizens' lives.Throughout his writing career, Orwell championed democratic socialism and criticized totalitarianism in all its forms. Despite being a committed socialist, Orwell was critical of the Soviet Union and its Communist regime, which he saw as a perversion of socialism. This led to him being shunned by some on the left and criticized by some on the right.Orwell was also a prolific journalist, writing for a variety of newspapers and magazines throughout his career. He was particularly interested in social and political issues, and his non-fiction work often focused on poverty, inequality, and the struggles of the working class.One of Orwell's most famous essays is "Politics and the English Language," in which he criticized the use of cliches, jargon, and meaningless wordsin political discourse. He argued that this kind of language was used to obscure the truth and manipulate the masses, and that clear, conciselanguage was vital for democracy to function properly.Orwell died in 1950 at the age of 46 from tuberculosis. His legacy is still felt today in his iconic novels and essays, which continue to provide insight into the dangers of totalitarianism and the importance of freedom and democracy. In 2020, his novel Nineteen Eighty-Four experienced a surge in sales and popularity due to its depiction of a dystopian society where the government controls every aspect of citizens' lives, resonating with many people during the COVID-19 pandemic and subsequent lockdowns.Overall, George Orwell was a complex and influential figure in 20th century literature and politics, whose work continues to be widely read and studied today.。

大卫奥格威的38条营销法则(中英文版)

大卫奥格威的38条营销法则(中英文版)

How to create advertising that sellsby:David OgilvyOgilvy&Mather has created over$1,480,000,000worth of advertising,and spent$4,900,000tracking the results.Here,with all the dogmatism of brevity, are38of the things we have learned.奥美(Ogilvy&Mather)创造了超过1480,000,000$价值的广告,并花费了49,000,000美元跟踪结果。

在这里,有了所有简洁的教条主义,我们学到了38件事。

1.)The most important decision.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?Should you position SCHWEPPES as a soft drink or as a mixer?Should you position DOVE as a product for dry skin or as a product which gets hands really clean?The results of your campaign depend less on how we write your advertising than on how your product is positioned.It follows that positioning should be decided before the advertising is created.Research can help.Look before you leap.我们了解到,你的广告对你的销售的影响更多地取决于这个决定,而不是任何其他决定:你应该如何定位你的产品?你应该把SCHWEPPES定位为软饮料还是搅拌机?你应该把DOVE定位为干燥皮肤的产品,还是把DOVE定位为真正清洁双手的产品?你竞选的结果对你的影响不大关于我们如何写你的广告,而不是你的产品是如何定位的。

大卫奥格威

大卫奥格威

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奥格威在海赛威衬衫的广告中采用了“故事诉 求”的原则,让这个“穿海赛威衬衫的男人”指挥 音乐会、开名牌汽车、参加贵族的社交活动、购买 梵高的名画等等。
这个气宇轩昂的“穿海赛威衬衫的男人”最能 引起人们无限遐想的是他的一只眼睛上戴着一只黑 色的眼罩。也正是这个眼罩,显示了这个男人无穷 的个人魅力,正像“海塞威”衬衫一样,有着自己 独一无二的个性特征。 奥格威的这则广告使得默 默无闻长达116年的一家手工作 坊顿时名扬天下,“海塞威” 衬衫也成为世界上著名的高档 衬衫品牌之一。
“将军”行销计划 “全英国总共有1200万户居民,其中有100万户拥有汽车,但是只有一万户 家庭拥 有将军牌炊具。一个家庭如果买得起汽车,就买得起将军牌炊具。” 这是奥格威计划书的第一句话,也是他给这一产品推销的“定位”。 定位之后 是基本的原则和战略:推销原则 拜访原则:仪容整齐,衣着朴素,切勿戴圆顶高帽,从后门出入。(大部分的 业务 员都不择手段地从前门进入,这种方式最为主妇和仆人所憎恶) 说话原则:对前来开门的人坦诚简短地说明来访的目的,任何情况下,都不应 该捏 造不实的藉口进入顾客家门。在介绍产品时,语言要准确、诚实,避免夸 张的语气,使 人产生戒意。 时间原则:中午是禁忌时间,晚饭后登门较易成功。 自信原则:最重要的风度是自信。“除非你懂得若干烹饪知识,而且能表现出 比实 际还懂的样子。否则别想卖出一套将军牌炊具。” 战略目标:击中关键 对主妇:她们对烘焙的兴趣通常比烘烤来得大,所以应该 直截了当地告诉她:无论 做点心、面包、蛋糕,将军牌都可使她称心如意。大 多数的主妇都会心血来潮地做些糕 点,所以不妨强调将军牌能够使个人才艺发 挥得淋漓尽致。 女士对整洁都有偏爱,如果她们知道“用将军牌可以身穿晚礼 服为家人准备晚餐。 甚至医生们也会同意,将军牌非常清洁,既使把它摆在手 术室的消毒室里,也不嫌碍眼” 那又会怎么样? 对男士:重点放在将军牌烧烤的功能上。男士对其它烹饪方法可能没有多大兴 趣, 但多半都对烧烤情有独钟。 要设法激发起男士善良的本性。告诉他们将 军牌炊具可以解除厨房里的苦差事,使 厨房生活迈向文明,可使厨子或主妇脱 离厨房的煎熬。 对厨子:站在他们的立场,说明将军牌对他们的好处,不仅是多了一个钟头的 睡眠 时间,而且使厨房保持得象客厅一样干净。

广告大师奥格威的广告准则

广告大师奥格威的广告准则

广告大师——奥格威的广告准则奥格威(David Ogilvy)是著名的奥美国际广告公司创始人,生于一九一一年英国苏格兰,早期曾做过厨师、厨具推销员、市场调查员、农夫及英国情报局职员。

于一九四八年在美国创立奥美广告公司。

随后以创作许多富创意的广告而赢得盛誉。

奥美公司在其经营管理下,发展迅速,现今已经成为在世界53个国家或地区设有278个分公司的国际性跨国广告公司。

著名的广告大师大卫.奥格威提出的广告信条,成为当今优秀广告公司的广告运作的参考准则。

1. 绝对不要制作不愿意让自己的太太、儿子看的广告。

诸位大概不会有欺骗自己家人的念头,当然也不能欺骗我的家人,己所不欲勿施于人。

2. 在美国一般家庭,每天接触1518件广告,要引起消费者注意,竞争越来越激烈。

如果大众倾听广告者的心声,则其心声必须别具一格。

3. 广告是推销技术,不是抚慰,不是纯粹美术,不是文学,不要自我陶醉,不要热衷于奖赏,推销是真刀真枪的工作。

4. 绝不能忘记——你是在花广告主的钞票,不要埋怨广告创作的艰难。

5. 不要打“短打”,你必须努力,每次都要全垒打。

6. 时时掌握主动,不要让广告主支使才去做,要用出其不意妥协的神技,让他们惊讶。

7. 一旦决定广告活动的实施,不要徘徊,不要妥协,不要混乱,要单刀直入地进行,彻底地猛干。

8. 不要随便地攻击其他地广告活动,不要打落鸟巢,不要让船触礁,不要杀鸡取卵。

9. 每一个广告,都是商品印象(brand image)地长期投资,丝毫不允许有冒渎印象的行为。

10. 展开新的广告活动以前,必须研究商品,调查以前的广告,研究竞争商品的广告。

11. 说什么比如何说更重要,诉求内容比诉求技巧更为重要。

12. 如果广告活动不是由伟大的创意构成,那么它不过是二流品而已。

13. 广告原稿,必须是具体地表现商品的文案规范(copy platform),堂堂地、明确地传达商品的功用、寻找商品最大功用是广告作业中最大的使命。

大卫·奥格威 英文版简介

大卫·奥格威  英文版简介

Without the scholarships he would have been unable to attend Fettes or Oxford University because his father's business was badly hit by the depression of the mid-1920s. His studies were not successful, however, and he left Oxford for Paris in 1931 where he became an apprentice chef in the Majestic Hotel. After a year, he returned to Scotland and started selling Aga cooking stoves, door-to-door. His success at this marked him out to his employer, who asked him to write an instruction manual, The Theory and Practice of Selling the AGA cooker, for the other salesmen. Thirty years later this manual remained as a resource read by Fortune magazine editors. They called it the finest sales instruction manual ever written.
One of his greatest successes was "Only Dove is one-quarter moisturizing cream". This campaign helped Dove become the top selling soap in the U.S.

大卫 奥格威

大卫 奥格威

大卫·奥格威百科名片现代广告教皇大卫-奥格威在纽约创办奥美广告公司的时间是1949年,那一年,奥格威38岁。

那时,他没有文凭、没有客户、银行账户里只有6000美元。

10年过后,奥美公司成为全球最大的5家广告代理商之一,在29个国家设有分公司,拥有1000个客户,营业额8亿美元。

中文名:大卫·奥格威外文名:David Ogilvy国籍:英国出生地:英国West Horsley出生日期:1911年6月23日逝世日期:1999年7月21日职业:广告代理商毕业院校:艾丁堡Fettes大学,牛津大学主要成就:创办奥美广告公司代表作品:《一个广告人的忏悔》,《血:思想与啤酒》,《奥格威谈广告》目录简介生平奥美壮大奥格威的哲学奥格威的名言奥格威的品牌形象论奥格威的广告准则简介生平奥美壮大奥格威的哲学奥格威的名言奥格威的品牌形象论奥格威的广告准则简介大卫·奥格威奥格威生于1911年6月23日,英国West Horsley。

先后受教于艾丁堡Fettes大学及牛津大学。

然而他没有毕业,而是像他后来所说“被扫地出门。

”他称这段经历“是我一生中一次真正的失败……我本可以成为牛津的一颗明星,但是却因为屡次考试不及格而被轰出了校门。

”之后,奥格威转道巴黎,在皇家酒店厨房工作。

厨师长雷厉风行的作派给他留下了深刻印象,并由此衍生了他后来倡导的管理原则。

1972年,在谈及领导原则时,他如此回忆Pitard厨房里的高昂士气:“我亲眼看到厨师长开除他手下的厨师,只是因为这个可怜的家伙没有把蛋糕烘好,完全不留情面。

我当时非常震惊,然而其他厨师却引以为傲,认为自己在为世界上最好的厨房工作。

如果在美国海军服役的话,他们简直可以为军争光。

”回到英国之后,奥格威受雇于Aga厨具公司,成为一名上门推销员。

1935年,他为Aga的推销员写了一本推销辅导手册,后来被《财富》誉为“有史以来最好的推销员手册”。

当时,他年仅24岁,却已写出经久不衰的推销名言。

大卫奥格威的品牌形象论

大卫奥格威的品牌形象论

大卫奥格威的品牌形象论品牌形象论(Brand Image)是大卫·奥格威(David Ogilvy)在20世纪60年代中期提出的创意观念。

品牌形象论是广告创意策略理论中的一个重要流派。

在此策略理论影响下,出现了大量优秀的、成功的广告。

他认为品牌形象不是产品固有的,而是消费者联系产品的质量、价格、历史等,此观念认为每一则广告都应是对构成整个品牌的长期投资。

因此每一品牌、每一产品都应发展和投射一个形象。

形象经由各种不同推广技术、特别是广告传达给顾客及潜在顾客。

消费者购买的不止是产品,还购买承诺的物质和心理的利益。

在广告中诉说的产品的有关事项,对购买决策常比产品实际拥有的物质上的属性更为重要。

大卫·奥格威他认为品牌形象不是产品固有的,而是消费者联系产品的质量、价格、历史等,此观念认为每一则广告都应是对构成整个品牌的长期投资。

因此每一品牌、每一产品都应发展和投射一个形象。

形象经由各种不同推广技术、特别是广告传达给顾客及潜在顾客。

消费者购买的不止是产品,还购买承诺的物质和心理的利益。

在广告中诉说的产品的有关事项,对购买决策常比产品实际拥有的物质上的属性更为重要。

因此对于品牌形象他解释道:“要给每个广告一种与之相称的风格,创造出其正常的个性特色,这才是最伟大的成功的奥秘所在。

”李奥贝纳和万宝路提起万宝路牌香烟,人们都不会觉得陌生。

因为它是世界卷烟王国中无可争辩的"龙头老大",其销售量约占全美卷烟销售总量的四分之一。

有人估计,仅是万宝路这个商标,价值就在300亿美元以上。

不过,可能许多人不知道,大名鼎鼎、充满男子汉气概的万宝路,当年却是专为女士生产的香烟。

在最初问世的30年。

正是凭借着李奥·贝纳的一个高明的广告策划,才使得已经山穷水尽的万宝路转危为安,步步发展,成为世界最著名的香烟品牌。

万宝路诞生于1924年,至今已有80多年的历史。

当初,生产它的厂家--美国菲利普·莫里斯公司,将它设计为专供女士享用的香烟,然而,万宝路问世之后,境况却十分凄凉,销售业绩始终平平。

大卫奥格威给青年人的宝藏

大卫奥格威给青年人的宝藏

大卫奥格威给青年人的宝藏大卫·奥格威(David Ogilvy)是一位广告界的传奇人物,被誉为“广告之父”。

他创办的奥美广告公司是全球最大的广告公司之一,他的广告作品影响了整整一代人。

奥格威还是一位热衷于分享经验和教导后辈的人,他给予了许多年轻人宝贵的建议和指导。

一、培养卓越的写作能力奥格威认为,写作是所有商业人士都必备的基本能力。

在他看来,一位优秀的广告人必须能够清晰地表达自己的思想,用简洁、有力的文字打动人心。

他鼓励年轻人多读书、多写作,同时要学习掌握各种修辞技巧和写作技巧,提升自己的表达能力。

二、注重研究和洞察力奥格威主张深入了解自己所从事的行业和目标受众。

他认为,只有充分了解消费者的需求和心理,才能创作出真正有效的广告作品。

年轻人需要通过研究和观察,透彻了解潜在客户的需求,洞察市场和消费者的变化。

三、始终保持好奇心和求知欲对于奥格威来说,知识是广告人最宝贵的财富。

他鼓励年轻人不断学习和探索,保持好奇心和求知欲。

他自己就是一个永远不停止学习的榜样,他常常告诫年轻人要广泛涉猎各个领域的知识,不断更新自己的认知。

四、创造独特的品牌形象奥格威认为,一个成功的品牌必然是与众不同的。

他鼓励年轻人在广告创作过程中,挖掘品牌的独特之处,并通过创意、创新的方式营造出与众不同的品牌形象。

他还提醒年轻人,品牌形象的建立需要长期坚持和维护,不能轻易改变。

五、珍惜客户和员工奥格威非常重视客户和员工的价值。

他坚信,没有忠诚的客户和优秀的员工,一个公司是无法成功的。

他鼓励年轻人要珍惜客户和员工,并不断为他们提供优质的服务和良好的工作环境。

他也强调建立良好的人际关系和团队合作能力的重要性。

六、积极参与公益事业从奥格威的言行中我们可以看出,他对公益事业充满热忱。

他鼓励年轻人积极参与公益活动,用自己的才智和力量为社会做出贡献。

他强调,广告人的责任不仅仅是为了商业利益,还要关注社会责任和公众利益。

大卫·奥格威给青年人的这些宝藏,不仅适用于广告行业,也适用于任何一个年轻人在职场和生活中的发展。

harold godwinson英文介绍

harold godwinson英文介绍

Harold Godwinson: The Last of the Saxon KingsHarold Godwinson, the last Saxon king of England, was a figure of immense historical significance. He reigned during a period of great political and military upheaval, and his life and death were inextricably linked to the events that shaped the history of England in the 11th century.Born into a powerful noble family, Harold Godwinson's rise to power was meteoric. He was chosen as king by the witan (the royal council), succeeding Edward the Confessor in 1066. However, his position was tenuous as he faced threats from within and beyond his kingdom.The most significant threat came from William, Duke of Normandy, who had a claim to the English throne through his bloodline. In October 1066, William launched a massive invasion of England, landing at Pevensey in Sussex. Harold Godwinson, with his army, marched to meet the invaders at Hastings, where he hoped to decisively defeat them.The Battle of Hastings was a bloody and brutal conflict that would define Harold's legacy. Although his army was valiant, they were ultimately outnumbered and outmaneuvered by William's Norman forces. Harold was killed in the battle, and his death marked a turning point in English history. Despite his untimely demise, Harold Godwinson's legacy endures. He is remembered as a courageous and capable leader who fiercely defended hiscountry against foreign invasion. His defeat at Hastings also marked the end of Saxon rule in England and ushered in a new era of Norman domination that would shape the development of the country for centuries to come.。

大卫 奥格威

大卫  奥格威

(4)在你动手写你的广告之前,先研究产品 是值得的。 (5)成功的关键在于允诺给消费者好处—— 诸如更好的味道、清洗得更白、每一加仑可以 多跑些路、肤色更好等。 (6)绝大多数广告的职责不是劝说人们来试 用你的产品,而是劝说他们在日常生活中比使 用其他品牌产品更多地使用你的产品。
(7)在一个国家里有效的方法,几乎总在其 他国家也有效。 (8)杂志编辑是比干广告的人更好的传播人 员。拷贝他们的技术。 (9)大部分广告方案都太复杂。它们反映了 太多目标,而且试图迎和太多的客户主管的不 同的看法。企图涵盖太多的东西,就什么事也 成不了。这样的广告看上去就像是一个委员会 的会议记录。
奥格威的广告准则
广告信条 广告本文原则 广告标题准则 广告插图准则
奥格威提出今天广告业三大危机
制造商们花在打折销售上的钱是他们花在广告 上的钱的两倍 广告公司受到把广告看成是一种前卫艺术形式 的人的骚扰 广告公司依然在浪费他们客户的钱来重复犯同 样的错误
多方赞誉
奥格威被《时代》周刊称为“当今广告业最抢手的广 告奇才”, 被《纽约时报》称为“现代广告最具创造力的推动 者”。 美国重要的广告行业刊物《广告周刊》说:“奥格威 以他敏锐的洞察力和对传统观念的抨击照亮了整个广 告行业,令任何广告人都无法企及”。 法国一家著名杂志称他为“现代广告的教皇”,并将 他与爱迪生、爱因斯坦等并列为对工业革命最有贡献 的人物。
初始时期,这个广告天才使出了一些招数:
发表演说 与媒体合作 发挥他的外交才能 把公司的进展报告发送给他挑选的600人——各个行业 的目标客户首脑。
创业之初,许多大广告公司经常对奥美提出合 并的建议。
奥美壮大
“戴黑色眼罩的男人” 生产苏打水与混合饮料的英国公司 劳斯莱斯公司

大卫·奥格威完整ppt

大卫·奥格威完整ppt

——《管理的原则》 奥格威没有选择剑桥,是
百余年之经验。然而,把舒味思和杜松子酒及冰块掺和在高脚杯 中,你只需要30秒钟便可进入到这个完美的境界。随后,亲爱的读
者,你一定会倍加赞赏你读过这则广告的这一天。
函寄:纽约市·东6街30号·舒味思收
劳斯莱斯(Rolls-Royce)轿车广告
产品:劳斯莱斯(Rolls-Royce)轿车
然而奥格威在牛津的表现却令人失望。哮喘病让奥格威彻夜难眠,他 早上可以打网球,下午可以骑马,每天晚上和朋友一起吃饭,但是白天 上课的时候,他永远昏沉沉的,他太向往学校之外的生活,对学业没有 兴趣。两年后奥格威退学了。他把在牛津的日子称作“不快乐的时光” 这段生活导致他日后成为填鸭式教育的积极反对者。
离开牛津,奥格威来到巴黎的皇家饭店,学习烹饪。巴黎的厨师生涯虽 然只有短暂的一年,却使奥格威不仅练就了享用一生的烹饪手艺,成为 美食家,也让他爱上了法兰西,即便后来跑到美国打天下,他还是常常 来法国避暑度假,和妻子一起骑着脚踏车四处旅行。1967年,奥格威在 法国买下了多佛古堡,从奥美退休之后,他隐居在那里,直到离世。
大卫·奥格威
——现代广告教皇
奥格威在纽约创办奥美广告公司的时间是1949年。 那一年,奥格威38岁。那时,他没有文凭、没有客户、银行账户里只 有6000美元。10年过后,奥美公司成为全球最大的5家广告代理商之一, 在29个国家设分公司,拥有1000个客户,营业额8亿美元。同时,奥格 威也赢得了各种赞美之语:
奥格威心目中的大英雄是他的祖父。祖父14岁辍学,后来移民阿根廷 经营农场。他参加过巴拉圭战争,农场经营失败后成为无业游民。为了 养活一大家人,跑到新西兰淘金又一无所获。最后,他回到伦敦,在一 家银行做了书记员。4年后,这个没受过多少教育的牧羊人成为一家银行 的经理,他把7个孩子都送进了私立学校和大学。

市场营销英语

市场营销英语

negotiating<谈判> two valuable things, agreed-upon conditions, a time and a place of agreement, legal system supports.
1-10
Copyright 2009, Prentice-Hall, Inc.
1-11

Goods: Physical goods<实体商品> tangible items
Copyright 2009, Prentice-Hall, Inc. 1-12

services : airlines, car rental firms… 70-30 services-to-goods mix
What is Marketed?<营销的标的>

Goods Services Events Experiences Persons

Places Properties<财产权> Organizations Information Ideas
Copyright 2009, Prentice-Hall, Inc.
Copyright 2009, Prentice-Hall, Inc. 1-20

Ideas Social marketer (a mind is a terrible thing to waste)
Copyright 2009, Prentice-Hall, Inc. 1-21
Who Markets?

Organizations Strong, favorable, unique image --- target publics

广告设计行业名人故事

广告设计行业名人故事

广告设计行业名人故事1. David Ogilvy: 鲍比心思胜过科技大卫·奥格威(David Ogilvy)被公认为广告设计行业的先驱和传奇人物。

他在二战期间从军归来后,开始了他的广告生涯。

奥格威掌握了当时最流行的心理学和人类行为研究,将这些知识运用到广告设计之中。

他通过撰写独特而精准的广告招标书赢得了众多客户的青睐,进而建立了自己的广告公司。

奥格威的设计理念简单明了,他认为广告的目的是为了销售产品,而非仅仅展示产品本身。

他强调广告必须有一个明确的目标受众,并通过精准的定位和创造性的表达方法来吸引他们。

奥格威的广告常常以简明扼要和直截了当的特点著称,例如他设计的庞蒂亚克汽车广告标语“Image is Everything”,一时间成为名言。

奥格威在广告设计中注重研究和创新,他深信艺术和科学的结合才能产生真正有效的广告。

他积极利用市场调研、产品分析和消费者心理等数据来指导设计方向,同时也鼓励他的团队在创造性方面大胆尝试。

2. Bill Bernbach: 从打破常规中脱颖而出比尔·伯恩巴赫(Bill Bernbach)是广告设计行业的另一位重要人物,他是20世纪最有影响力的广告人之一。

伯恩巴赫在1950年代创办了道格拉斯·恩德拉公司(DDB),引领着一个全新的广告设计风潮。

伯恩巴赫认为广告需要打破传统常规,从而在竞争激烈的市场上脱颖而出。

他深信“创意的真正力量在于它的不寻常性”,并以此为指导原则推动他的团队创造出一系列令人难以忘怀的广告。

伯恩巴赫的作品常常以幽默、反讽和非传统方式呈现,使人们不禁回味。

他的著名作品之一就是“冠军女子气功”广告,以一种幽默的方式来宣传冠军汽车的降噪技术。

这个广告不仅仅是在传达产品功能,更是通过娱乐和创意的手法引起了观众的共鸣。

伯恩巴赫在广告设计中也强调以人为本,注重洞察消费者的需求和情感。

他的设计追求真实和情感共鸣,通过构建人物形象和故事来建立品牌与消费者之间的情感连接。

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He didn’t achieve knighthood, but he was made a Commander of the Order of British Empire (CBE) in 1967. He was elected to the U.S. Advertising Hall of Fame in 1977 and to France's "Order of Arts and Letters" in 1990. He chaired the Public Participation Committee for Lincoln Center in Manhattan. He was appointed Chairman of theUnited Negro College Fund in 1968, and trustee on the Executive Council of the World Wildlife Fund in 1975. Mr. Ogilvy was inducted into the Junior Achievement U.S. Business Hall of Fame in 1979.
One of his greatest successes was "Only Dove is one-quarter moisturizing cream". This campaign helped Dove become the top selling soap in thethat the best way to get new clients was to do notable work for his existing clients. Success in his early campaigns helped Ogilvy get big clients such as Rolls-Royce and Shell. New clients followed and Ogilvy's company grew quickly.
After the war, Ogilvy bought a farm in Lancaster County, Pennsylvania and lived among the Amish. The atmosphere of "serenity, abundance, and contentment" kept Ogilvy and his wife in Pennsylvania for several years, but eventually he admitted his limitations as a farmer and moved to Manhattan.
At Gallup (1938–1948)
In 1938, Ogilvy immigrated to the United States, where he went to work for George Gallup's Audience Research Institute in New Jersey. Ogilvy cites Gallup as one of the major influences on his thinking, emphasizing meticulous research methods and adherence to reality to him.
The man in the Hathaway shir t" with his aristocratic eye pat ch which used Baron George Wrangell as model; "The man from Schweppes is here" introduced Commander Edwa rd Whitehead, the elegant bea rded Brit, bringing Schweppe s (and "Schweppervesence") to the U.S.
Ogilvy & Mather was built on David Ogilvy's principles, in particular, that the function of advertising is to sell and that successful advertising for any product is based on information about its consumer.
The Ogilvy & Mather years (1949–1973)
After working as a chef, researcher, and farmer, Ogilvy started his agency with the backing of Mather and Crowther, the London agency being run by his elder brother, Francis, which later acquired another London agency, S. H. Benson. The new agency in New York was called Ogilvy, Benson, and Mather. David Ogilvy had just $6,000 in his account when he started the agency. He writes in Confessions of an Advertising Man that initially, he struggled to get clients. Ogilvy also admitted (referring to the pioneer of British advertising Bobby Bevan, the chairman of Benson) "I was in awe of him but Bevan never took notice of me!" They would meet later, however.
大卫· 大卫·奥格威 David Ogilvy
David Mackenzie Ogilvy, (June 23, 1911–July 21, 1999), was a notable advertising executive. He has often been called "The Father of Advertising." In 1962, 《TIME》called him TIME called "the most sought-after wizard in today's advertising industry." He was known for a career of expanding the bounds of both creativity and morality in advertising.
Early life (1911–1938)
David Mackenzie Ogilvy was born on June 23, 1911 at West Horsley, Surrey in England. His mother was Irish. His father was a Gaelic-speaking Highlander from Scotland who was a classics scholar and a financial broker. Ogilvy attended St Cyprian's School,Eastbourne, on reduced fees because of his father's straitened circumstances and won a scholarship at age thirteen to Fettes College, in Edinburgh. In 1929, he again won a scholarship, this time in History to Christ Church, Oxford.
Without the scholarships he would have been unable to attend Fettes or Oxford University because his father's business was badly hit by the depression of the mid-1920s. His studies were not successful, however, and he left Oxford for Paris in 1931 where he became an apprentice chef in the Majestic Hotel. After a year, he returned to Scotland and started selling Aga cooking stoves, door-to-door. His success at this marked him out to his employer, who asked him to write an instruction manual, The Theory and Practice of Selling the AGA cooker, for the other salesmen. Thirty years later this manual remained as a resource read by Fortune magazine editors. They called it the finest sales instruction manual ever written.
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