QUIZ

MUHAMMAD HUSSAIN 20201-27266

1. David Ogilvy believed that "Creativity" is the most dangerous word in Advertising because it can
lead people to believe that advertising is about imagination and irrelevant ideas, rather than
strategic thinking and research. Ogilvy argued that advertising should be based on research and
data in order to be successful. He said that the goal of advertising is to sell products, and that
can only be done by understanding consumers and what motivates them to buy. He felt that
coming up with big ideas was important in advertising, but only if those ideas were based on
research and sound strategy.
 It prioritizes originality over effectiveness: Ogilvy argues that general advertising
prioritizes creating original and interesting ads over creating ads that sell products.

2. David Ogilvy believed that direct response advertising is the best way to learn about the
advertising trade because it focuses on measurable results and teaches you what works and
what doesn't. In the video, Ogilvy says that direct response advertising experts have found that
long copy sells more than short copy. He talks about how he wrote long copy for the World
Wildlife Fund and credits this long copy with the success of the campaign. Direct response
advertising today is practiced through many channels including social media. Social media
advertising allows for measurable results through clicks and conversions and can be much
targeted to reach specific audiences.

3. A big idea in advertising is a creative concept that is memorable and persuasive. It is the
foundation of a successful advertising campaign. David Ogilvy says in the video that a big idea is
“the magic lantern” of advertising.
Here are Ogilvy's tips for finding a big idea for your product advertising:
 Do your homework: Research the product thoroughly. The more you know about the product,
the more likely you are to come up with a big idea for selling it.
 Study the precedents: Look up the campaigns for similar products in recent years. Find out
which worked and which didn’t.
 Understand your target audience: Research how consumers think about your kind of product
and what benefit you should promise them.
 Brainstorm: Ogilvy says not to rely too much on research and to come up with your own ideas.
 Keep it simple: Boil down your strategy to one simple promise and go all in on delivering that
promise.
 Test everything: Test your ideas, headlines, visuals and ad copy to see what works best.

4. Here are two approaches to advertising mentioned in the video:

Charm: Ogilvy talks about the importance of storytelling in advertising. He mentions that using
emotional appeals and injecting stories into the advertisements can be very effective.
As an example, he talks about the Hathaway shirt campaign where they used an eye patch to
add a story element to the ad which made it memorable.
Nostalgia: Ogilvy talks about using nostalgia to connect with the audience. He mentions that
consumers tend to react positively to things that remind them of the past.

For example, he talks about the campaign for Pepperidge Farm bread where they used a wagon
with two white horses to deliver bread which reminded people of their childhood.
https://www.youtube.com/watch?v=d4M-6X9iUjw