David Ogilvy, advertising txiv biography neeg ntawm Ogilvy & Mather

David Ogilvy, tus naas ej tsim ntawm advertising lub koom haum Ogilvy & Mather, ib tug neeg txawj sau ntawv ntawm advertising thiab kev nthuav qhia ntawm cov phau ntawv, ib qho ntawm feem kev vam meej advertising cov txiv neej ntawm lub xyoo pua 20th. Cov tub txawg nyob rau hauv lub teb ntawm advertising lag luam kev tshawb fawb pom tau hais tias nws yog tus "txiv ntawm advertising", raws li nws muaj peev xwm los qhia rau pej xeem cov khoom ib qho yooj yim txoj kev, thaum muaj tsim ib tug cliché rau txoj kev loj hlob ntawm tag nrho cov advertising yog nws. Nyob rau hauv 1962, tus naas ej magazine sij hawm muaj npe Ogilvy "cov feem ntau nrov txawj ua yees siv uas niaj hnub advertising kev lag luam."

David Ogilvy: Biography thiab pib ntawm txoj kev nyob rau hauv advertising

Lub neej yav tom ntej "leej txiv ntawm advertising" tau yug los rau hli ntuj 23, 1911 nyob ze London thiab yog tus yau tshaj, lub thib tsib tus me nyuam nyob rau hauv lub tsev neeg. Txij thaum ntxov thaum yau, David muaj kev txhawj xeeb txog qhov teeb meem ntawm cov nyiaj tau. Tab sis cov niam txiv xav hais tias cov tub ntxhais yuav tsum kawm. Kawm Ntawv Qib Siab David Ogilvy muaj. Nyob rau hauv 1984, teb rau ib lo lus nug txog nws cov tub ntxhais tub xav tau lub tsev kawm ntawv cov kev tshawb fawb, nws coj ib tug xov tooj ntawm txawv cov ntsiab lus ntawm view, muab tus tub hluas ib tug xaiv. Society xav tau kev pab thawj coj - nws ntseeg thiab sib cav tias ib txoj hauj lwm zoo yuav ua tau tsis tau daim ntawv kawm tiav. Nws tau txiav txim, kom paub ib tug me ntsis nyob rau hauv Edinburgh thiab Oxford, tab sis tsis ntev pib mus ua hauj lwm thiab cov uas lub tswv yim ntawm kev kawm ntawv.

Nyob rau hauv lub xyoo pua 20th, advertising kev ua pov thawj yuav tsum nrov heev. Maj mam, advertising yog ua ib tug ntawm cov uas txoj kev mus rau lub conquest ntawm kev lag luam. Txawm li cas los, lub advertising kev lag luam, raws li tau zoo raws li ntau lwm yam lag luam, nws yog tsim nyog los tswj cov tswv yim tau uas yuav tsum tau, nws yog tsim nyog yuav tsum tau sociable, feemxyuam organizer, peev xwm yuav rhiab neeg, yuav tsum paub hais tias nws xav kom cov haiv neeg, uas nws them cov nqi xim tshaj cov "ua tsis taus pa". Ntawm cov pua pua txhiab tus neeg advertising kev lag luam tus muaj peev xwm los qhia txoj cai cov khoom tsis muaj ntau tshwj xeeb. Ib tug neeg laus David Ogilvy critically piav nws nkag mus rau hauv lub advertising kev lag luam: nws yog poob hauj lwm, uas tsis muaj kev, tsis muaj kev kawm ntawv, twb nyob rau hauv ib tug dlej muaj hnub nyoog, tsis paub dab tsi txog li thiab twb tsis muaj lub tswv yim yuav ua li cas sau ntawv advertising daim ntawv. Tab sis nws pom muaj ib qho chaw ua hauj lwm uas muab ib lub caij nyoog thiab coj nws mus ua hauj lwm.

Advertising hauj lwm

Thiab peb xyoos tom qab Devid Ogilvi rau Advertising paub yuav luag txhua yam, nws tau los ua tus nto moo tshaj plaws sau nyob rau hauv lub ntiaj teb no ntawm advertising ntawv, advertising neeg saib xyuas thiab tus neeg saib xyuas. Niaj hnub no tseem nws lub tswv yim txiav txim rau thaum kawg ntawm ib qho ntawm cov loj tshaj plaws advertising cov koom haum nyob rau hauv lub ntiaj teb no, raws li zoo raws li tej yam nyob rau hauv lub tsim ntawm tshiab tiam ntawm advertisers. David Ogilvy advertising yog tsis tsuas yooj yim nyob rau hauv cov ntsiab lus, tab sis kuj yog ib feem ntawm lub kab lis kev cai thiab ua ib tug qauv rau yav tom ntej. Nws muaj peev xwm intuitively nrhiav qhov zoo tshaj plaws txoj kev muag khoom. Cov kev pab tau ua kim heev yuav tsum tau menyuam, thiab nws cov hauj lwm yuav envy ntawm tej advertiser.

Yuav ua li cas yuav tsum yog tus neeg uas ua rau ib tug muaj kev vam meej advertising?

Raws li David Ogilvy, uas nws biography yog txuam nrog advertising, kawm tau ntawv zoo nyob rau hauv daim teb no yuav tsum muaj xws li qualities li self-thuam, txawj coj noj coj, analytical siab, creativity. Nws yog ib qhov teeb thiab pab David Ogilvy mus ua ib tug hauj lwm nyob rau hauv qhov kev lag luam. Lub neej kev kawm txawj thiab yam txuj ci raws li ib tug txawj sau ntawv tsis yog cia li thawb nws nyob rau hauv lub advertising lag luam, tab sis kuj xav kom sau advertising daim ntawv. Nyob rau hauv qhov tseeb, nws tau los ua tus thawj nto moo kev copywriter. David Ogilvy rau Advertising to taub npaum li cas ntau tshaj lwm leej lwm tus thiab paub yuav ua li cas nrhiav tau cov lus uas ua rau nws muaj kev vam meej thiab pheej.

Ogilvy & Mather thiab nws cov neeg muas zaub

Nyob rau hauv 1948, David Ogilvy qhib chaw ua hauj lwm Hewitt, Ogilvy, Benson & Mather. Lub koom haum tsis muaj thaum lub sij hawm ntawm cov lus qhib ntawm ib tug tib neeg, thiab muaj ib tug khub ntawm cov neeg. Txawm li cas los, yog ib tug ob peb xyoos rau lub tuam txhab muaj ua ib tug paub tias cov thawj coj nyob rau hauv kev ua lag luam ntawm advertising kev pab. Txhua xyoo turnover ntawm lub chaw ua hauj lwm pib ua ntau tshaj li kaum billion dollars, thiab lub taub hau ntawm lub tuam txhab twb paub li qhov loj tshaj copywriter America. Advertising chaw ua hauj lwm Ogilvy & Mather yog tsim nyob rau hauv kev hauv paus ntsiab lus, uas siab reflected cov kev, lub zeem muag thiab tswv yim ntawm David Ogilvy. Nws yog ib tug yug neeg muag khoom, to taub hais tias advertising yuav tsum xub ntawm tag nrho cov muag, thiab nws paub ib tug ntau ntawm cov hom kev kawm thiab tricks rau kom cov muag khoom. Nyob rau hauv ib tug raug luv luv lub sij hawm David Ogilvy coj ib tug ruaj qhov chaw nyob rau hauv lub advertising kev lag luam. Ogilvy & Mather cov neeg muas zaub ntau lub xyoo tau tuam txhab uas muag xws li Schweppes, Yob Royce, DHL, Coca Cola Niaj hnub, IBM, Lub New York Times, Adidas thiab ntau lwm tus neeg.

Tej yam uas ua nyob rau hauv lub ntiaj teb no ntawm Ogilvy advertising

Tag nrho nws cov kev txawj ntse, tag nrho cov pab ntsa ntawm cov nyiaj rau advertising thiab nws cov kev vam meej creation ntawm ib tug zoo kawg advertising txiv neej teev nyob rau hauv nws sau, uas twb muaj nyob rau hauv lub Golden nyiaj ntawm lub ntiaj teb advertologii thiab American kab lis kev cai. Muaj ntau lub tswv yim David Ogilvy khoom uas tsis tau tsuas yog muag, tab sis kuj ua cob xub thiab nrov. Qhov tseem tseem ceeb thiab tseem ceeb heev rau tej beginner advertiser, ib tug copywriter, ib phau ntawv ntawm "Revelation advertising neeg sawv cev." Qhov no ua hauj lwm twb txhais ua 14 hom lus ntawm lub ntiaj teb no, nws tag nrho cov kev ntawm ntau tshaj ib lab luam.

Niaj hnub no, txhua txhua beginner yuav tsum Advertiser thaum pib ntawm nws txoj kev mus rau hauv lub profession nyeem phau ntawv no. Ogilvie nws qhia lub secrets ntawm lub advertising lub ntiaj teb no, nws ua rau nws paub tseeb yuav ua li cas los yeej cov neeg muas zaub, hais txog qhov sib txawv ntawm ib tug zoo kev muag khoom tsab ntawv. Cov phau ntawv no yuav pab cov neeg uas tsis tau tag nrho txiav txim siab seb nws xav kom yuav tsum tau nyob rau hauv lub neej no, kom koj to taub seb nws yog tsim profession advertiser. David Ogilvy candidly qhia txog tag nrho cov pros thiab cons ntawm no profession.