Basic Marketing
David Oglivy
Confessions of an advertising man
far from concealing his wealth from the rest of us he drove to work in a taxi carried a cane with a gold head and dressed when off duty like an international banker this Flonting a privilege stimulated our ambition to follow his footsteps
responsibility: to provide an atmosphere in which creative mavericks can do useful work
in the advertising industry to be successful you must of necessity accumulate a group of creative people this probably means he's fairly high percentage of high strong brilliant a eccentric nonconformists
creative people are especially observant and they value accurate observation telling themselves the truth more than other people do. They often expressed part truths but this they do vividly: the part they express is the generally unrecognized: by displacement of accent and apparent disproportionate and statement they seek to point to Do usually unobserved. They see things as others do but also as others do not they are born with greater brain capacity they have more ability to hold many ideas at once and to compare more ideas with one another hands to make a richer synthesis they are by constitution more vigorous and have available to them and exceptional find a psychic and physical energy do universe is this more complex and in addition they usually leave more complex lives we have more contact than most people do with the life of the unconscious with fantasy reverie the world of imagination
The creative process requires a groping experimentation with ideas governed by intuitive hunches and inspired by the unconscious
We dislike agencies, they are nothing but a nuisance. So we prepare our own advertisements. Do you have any fault to fine with them. Period. On the contrary I admire them but if you will just allow me to buy the space for you the magazines will give me the commission it will cost you nothing and I will promise never to darken your door again
senior advertising men are better equipped to find palms and opportunities to set up short range and long-range goals, to measure results, to lead large executive forces, to make Lucid presentations to committees, and to operate within the disciplines of a budget
Copywriters art directors and television producers are easily come by, but the number of men who can per side over and Agency's entire creative output :
perhaps 100 new campaigns every year: can be numbered on the fingers of one hand. These rear trumpeter Swan's must be capable inspiring and mostly crew of writers and artists: they must be sure footed judges of campaigns for a wide range of different products: they must be good presenters: and they must have colossal appetite for midnight oil
The most lucrative accounts are products of low unit cost universal use in frequent purchase they generate larger budgets and more opportunities for testing then high price durables
***
I always use my clients products this is not today awesome but Elementary good manners. Almost everything I consume is manufactured by one of my clients. My shirts are by Hathaway, my candle sticks by Steuben. My car is Rolls royce, And its tank is always full of super shell. I have my suits made by Sears, Roebuck. At breakfast I drink maxwell house coffee or Tetley tea, and eat two slices of Pepperidge farm toast. I wash with dove, deodorizer band, and light my pipe with a zippo lighter.After sundown I drink nothing but Puerto Rico rum and Schweppes. I read magazines and newspapers which are printed on paper from the mills of international paper. When I go on vacation in Britain or Puerto Rico I get my reservations through American Express and travel by KLM or P and oh orient lines.
The best tool ever devised for explaining complicated plans to committees is the flip over easel, which the presenter reads aloud. It has The effect of riveting the attention of everyone in the room on what you are saying. Here I have some advice to offer. It may sound trivial, but it can be crucial to the success of the presentation: as you read aloud, never depart from your printed text by a single word.
The best identification of a great advertisement is that is public is not only strongly sold by it, but that both public and the advertising rules will remember for a long time as an mirable piece of work.
***
The consumer is an a moron; she is your wife. You insult her intelligence if you assume that Aamir slogan in a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
you aren't advertising to a standing army; you are advertising to a moving create. 3 million consumers get married every year. The advertisement which sold the refrigerator to those who got married last year probably be just as successful with those who get married next year.
1,700,000 consumers die every year, and 4 million new ones are born, they enter the market and they depart from it. And advertisement is like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar, and keep it sweeping
headlines can be strengthened by the inclusion of emotional words like, darling love fear proud friend and baby.
when you sit down to write your body copy, pretend that you were talking to the woman on your right at a dinner party
any trace of LiterarinessIn an advertisement is fatal to his successes. Advertisement writers may not be lyrical, or Obscure or in anyway esoteric. they must be universally intelligible. A good advertisement has this in common with drama and oratory, that must be immediately comprehensible and indirectly moving
And television advertising you have exactly 58 seconds to make your sale and your client is paying for a dollars a second. Don't mess about with a relevant Leadens. Start selling in your first frame and never stop selling until the last
Set yourself to becoming the best informed man in the agency on the counter which you are assigned. If, for example, it is a gasoline account, read textbooks on the chemistry, geology and distribution of petroleum products. Read all the trade journals in the field. Read all the research reports and marketing plans at your agency has ever written on the product. Spent Saturday mornings and service stations, pump in gasoline and talking to motorist. Is it your clients refineries and research laboratories. Study the advertising of the competitors.
How To Play Golf
By Harry Vardon
Mad Men
By Irwin
Meditations in an Emergency
By Frank O'Hara
By Rona Jaffe
"You deserve the best of everything - the best job, the best surroundings, the best pay, the best contacts."
New York Times Ad
"Sometimes life is simple- sometimes, just when you think it never will be simple again."
Life
"She only wanted to be able someday to remember without finding it painful. That was the trick, to keep all good things from the past and cast away the ones that hurt."
Mentality
"Being an actress had been part of a fantasy, a picture, which had included tall buildings in the blue twilight and the fountain in front of the Plaza, seeing Marlene Dietrich buying handkerchiefs at Bonwit's, and Frank Sinatra coming out of Lindy's, and beautiful women no one had ever heard of wearing white mink and diamonds and being escorted by handsome older men. The body of the fantasy was true, she was walking in it and looking at it, breathlessly. And the actress part of it? She hadn't realized until she had actually been walking past those tall buildings in the blue twilight how insignificant she really was. Where could she begin to attack a fortress like New York?"
Framing
"You see them on the bus in the morning:girls reading the newspaper, girls with lending-library novels and girls simply staring off into space. If it is not a rainy day and the bus is not crowded with strap-hangers pushing one another up the aisle you can see each face clearly. Each of them is a self-contained little mask, decorated with cosmetics, keeping in private thoughts secluded in a public vehicles."
Expression
"She had kept her eyes fixed on his face, trying to understand him, to reach him, to find out why whatever they had had together had shattered so suddenly and terribly, beyond repair"
Mistake
"When she looked at her face in the mirror she looked like someone who had been drowned and beaten and kept awake in four nights. Her skin was pale white with reddish blotches, her eyes were red rimmed from crying and her lips bore purple tooth marks where she had bitten them. Her throat felt raw. She could not lie in her bed because then the thoughts came pouring in, so she paced the floor, still dressed in the dress she had worn for cocktails and dinner the night before."
Raw Emotion
"She felt as if there was a flame running form her throat to the pit of her stomach. She was shuddering all over, ike someone who is about to retch, but she could not pull herself away from that wall and those familiar words and soft nosies."
Breakup
"New York... City of excitement, of promise, gathering place of all the unknown, vibrant people she hoped someday to meet, who were at this very moment spending planned and unplanned evenings in ways that seemed so much a part of that sophisticated, gay unknown out there and so remote from everything she was used to. She leaned against the desk, moved and speechless, looking out at mecca."
Thinking
"There are times when a person wants to be alone, to think, or just to not think at all. Perhaps I'm worse than other people, perhaps I need to be alone more often. But if this isn't the case it's the way I am, and I want you to try to understand it. If you can't, then I don't think you and I should see each other any more."
Logic
Perspective
"They were together again, they were two in a close little group observing and commenting on the world; not important comments or even very witten one at this moment, but vital because they were a bond."
Observance
"Daydreams are harmless and they do make a great difference; sometimes all the difference in the world while you're waiting for something real and good."
Focus
Reaction
"She was suddenly taken with fright, last-minute resistance to the giving of self, a desire for one moment of privacy and self-communication."
Fright
"I am strange, to put up with what you do to me. You cling, you choke me, you demand, you don't try to understand. You never think am I unhappy, it's only are you unhappy. You follow me, you go through my bureau drawers, you're jealous of my friends. You lie in wait for me in bars-oh, don't think I didn't know that too. Just because I always ask you to come and sit with me doesn't mean I don't know why you're there."
Anger
"Depression was like a companion, she could almost talk to it."
Depression
"...That she was a stone in the middle of a wildly rushing river, stationary and buffeted, always the same, while life went by and changed all around her."
Depression
"To fall desperately in love with him, to spoil this warmth she felt and turn it into cold chills of an emotional problem, would be idiocy. She had been forewarned. But she knew that, despite their best intentions, people reached a point beyond which they could not return but only hope for a safe landing."
Regret
"That was the trouble with spying, you never could ask for an explanation of what you had found out."
Privacy
Consequences
"... She should feel resentful, she knew, she should feel angered. But she felt instead the stirring of a new feeling, a kind of romantic intoxication. It warmed her, secretly snd a little guiltily now that she had embraced it, all the way home."
Power
"Chinese proverb she had read: "It takes six years to make a fiend and six minutes to lose one."
Wisdom
"He had learned through the years that it did no good to waste hopeless conjectures on things you knew nothing about. You would always find out in the end.
"Anyone has the right to make a fool of herself is she's really in love. there aren't any laws. But you have to realize everyone else does it too, and forgive yourself. That is a law."
Rules
Psychology
"She had never seen an apartment like this before. She had always felt that you could tell more from one look at a person's apartment than you could from an hour of talk with him. There were the people who didn't care about their homes at all, and there were those who cared but had nothing to add to them."
Significance
"It was a huge, plush office, with a soft, thick carpet on the floor, a black leather sofa, and rows of bookcases lined with paperback books. In front of the wall of windows was a great wooden desk. The blinds were closed against the early-morning sunlight."
Expectations
"The living room was air contained, as was the entire suite, and it had a piano in one corner. It was a huge room, with pale carpeting and pale walls, and the blinds were opened to the brilliant summer sunlight. At one end of the room there was a door leading to a large terrace, and beyond the terrace wall Caroline could see the city sky line."
Expectations
"Surely if God was anywhere He would be there, if only because so many people were looking for Him."
Religion
"An understanding man. Someone kind and intelligent. He wouldn't have to be handsome as long as seemed handsome to me. I guess if you love someone you think he's good-looking, and if you dislike someone or he's mean to you, you get to hate his looks."
Impact
"But she's read it... The manuscript was due next to Mr. Shalimar, the editor-in-chief, and it was she who was supposed to put it on his desk. If she were to type up a comment sheet with her personal opinion of the manuscript, the worst he could do would be to throw it away and tell her to stay in her place. He wouldn't fire her; he would understand the over enthusiasm of a novice on her first job. And she might just possible be right, or at least worth listening to. Perhaps would let her read some other manuscripts. With her comment in such complete opposition to Miss Farrow', she had to know if she was on the right track-otherwise it was all to bewildering; her editorial hopes, her beginning feelings of responsibility toward the company..."
Initiative
"How much easier to declare love than to withdraw it, especially from someone you still like very much. He sounded even sorrier for himself and his unpleasant predicament than he was for her, who only had to read what he had written and see her future and her happiness shatter quietly around her."
Message
"The people who are a part of our past and help to make our present what it is always stay in our minds, if only because we always wonder what would have happened if things had been different so long ago."
People
"We keep making decisions, every day, half without thinking, half against our will. If we don't fight back, if we allow ourselves to change, to be changed, then once it's done we have to do other things, and on and on until the person we wanted to be is so far away in the past that we only remember him, longingly, as if he were a beloved stranger."
Time
"For people who have something in the present it is the easier to forget the past although you never wholly do so."
Future
"Summer nights are a time to go to still another air-conditioned movie, to linger for hours in a cold restaurant, or to sit out on a balcony or a fire escape and rub irritable eyelids waiting for sleep, waiting for air, waiting for day which will bring more burning sun and no relief."
Summer
"Autumn is rebirth in New York. The new plays open on Broadway, the stores show there changing fashions, the round of apartment hunting and moving and cocktail parties begin."
Autumn
"Executives don't do the work," "the higher up get the less you have to do. Until you're the top man, and then you have to make decisions, and that's hard. It's the ones just under the top who have the best deal."
Networks
"If she could have had one good thing; a ride in the country on a fresh day, a cleaning woman to clean up their tiny room once and for all, a new dress that was becoming, a close girl friend to confide in, everything would have been all right."
Opportunity
"Do you realize there are towns in America where there are no libraries at all? Not even a bookstore! The only place the people in those small towns can get a book is a drugstore. And what do they read? Our books." ... "We are responsible for changing literary taste of America."
Marketing
"Every girl is an authority about her own life." ... "I know about people because I ask. I question. I'm insatiably curious about people. How do you think I know what every women in America wants to read? Because I talk to women, find out what their secret dreams are, what they fear."
Marketing
"The most valuable commodity in business today, if people would only recognize it, is enthusiasm."
Marketing
"A woman should not try to think like a man, because she can't even if she tries. A woman's weapon is in her femininity."
Marketing
"Frankly, I think Wonderful is too expensive for our readers. They're mostly young housewives who don't get a chance to shop in big department stores. They buy everything at the supermarket or the shopping center and they have to drag their babies along when they shop because they only have part-time help if at all. They buy cologne in the drugstore, and for special occasions, like Christmas or a birthday, their husbands sometimes buy perfume for them but more often a big appliance like a washing machine, which they need a lot more."
Marketing
"She went to cocktail parties given by cosmetic companies to introduce a new shade of lipstick and nail polish, and by chemical companies to introduce a new fiber, and by perfumeries to show off a new kind of perfume and cologne. She ate fried codfish balls on toothpicks and tiny sausages and drank martinis and watched tall, thin models take baths in colored bubbles or stroll about in weird abbreviated costumes, for which they were paid ten dollars an hour and for which she was paid nothing. She met many male buyers and writers who were middle aged and married and exceeding bored with these parties and often were quiet not sure why they had been invited."
Marketing
"She put her head back against the leather of the seat and looked at the wide blue cloudless sky that always stayed the same while they traveled so fast. The radio was playing a love song and he sang along with it, flinging her arms out and feeling the wind push against them. She was so happy, so happy, so happy... And how blue the Hudson was below them, sparkling with white and gold from the the late afternoon sun. This was the best view in New York, beside her, the Plaza at twilight was NewYork?
Commercial: Marketing
"The air was cold when Barbara reached the street, the night black and clear, with the desperate frosty atmosphere that makes you think you are somewhere in the country instead of breathing city fumes. A cab came cruising up the side street, its light on top looking light a Christmas ornament. Mr. Bossart opened the taxi door."
Commercial: Marketing
"It was sunset and the sky was streaked with deep colors. The streets were deserted and quiet because it was the dinner hour of a summer night and everyone who could go was either in the country air-conditioned room. Without the crowds and the traffic the streets look unusually wide. The whole evening stretched out in front of them like a vacation. No one knew where they were and no one cared, and they were together. I wish life could always be like this minute..."
Commercial: Marketing
"They were running then, hand in hand, across the street and through the empty canyons between the dark buildings, like children, their footsteps echoing in the summer night. The sky was a very dark-black, streaked with white clouds stabbed with stars, a display of nighttime phrotechnics. A doorman standing on the sidewalk in front of huge whitish building looked at them curiously as they ran past past. There was a taxi cruising along First Avenue."
"GIVE HER A WEDDING SHE'LL REMEMBER ALL HER LIFE."
Advertisement: Newspaper
The Art of War
The Compete Golf Manual
The Richest Man in Babylon
The Complete Works of William Shakespeare
The Old Man and The SEA
Vagabonding
Rolf Potts
Vagabonding
Journey to be spiritual self motivated to travel has always been intertwined with the personal workings of the soul
Vagabonding is Dash at its best Dash a re-discovery of reality itself
Vagabonding revolves around the people you meet on the road - and the attitude you take into these encounters can make or break your entire travel experience.
Vagabonding is not just a process of discovering the world but a way of seeing an attitude that prepares you to find the things you were looking for
Vagabonding is not an ideology a bomb for societal ills or a token of social status vagabonding is wise and always will be a private undertaking and its goal is to improve your life not in relation to your neighbors in relation to yourself
Walkabout
acts as a kind of remedy when the duties and obligations of life cause one to lose track of his or her true self.
Work Your Way around the World: The Globetrotters Bible
by Susan Griffith
Walden
By Henry David Thoreau
Wild
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