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Ogilvy on Advertising in the Digital Age:
Lesson number 1 in brand building: always go back to the product.
|
066 |
|
|
Ogilvy on Advertising in the Digital Age:
…digital technology and creative advertising together don’t make a diverse marriage: the opposite.
|
068 |
|
|
Ogilvy on Advertising in the Digital Age:
The vast majority of content produced on the internet remains unread, unwatched, unseen, and unheard.
|
072 |
|
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Ogilvy on Advertising in the Digital Age:
The dramatic disintermediation of media opened up the means to create and distribute material to everyone.
|
072 |
|
|
Ogilvy on Advertising in the Digital Age:
It is content we will produce in the future, not advertising, direct-mail pieces, or whatever.
|
074 |
|
|
Ogilvy on Advertising in the Digital Age:
We have, if we want it, the chance to break the shackles of our past. And brand owners also need to think of themselves as publishers.
|
075 |
|
|
Ogilvy on Advertising in the Digital Age:
…sometimes content is magnetic, it attracts people; sometimes it is immersive, you get embedded in it; sometimes it is smart, enabling you in some way; and sometimes it is just downright practical.
|
075 |
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Ogilvy on Advertising in the Digital Age:
The magnetism of apiece of content is linked to arousal. Arousal is a state of heightened emotion, drawing people to share information or material. In short, it is what guides our fingers to the share icon.
|
077 |
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Ogilvy on Advertising in the Digital Age:
Stimuli that provoke high arousal also trigger a high reminiscence effect: we remember them more.
|
079 |
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Ogilvy on Advertising in the Digital Age:
The art of arousal today has to aim higher. If we are going to entertain, we must do better. We have to tell stories.
|
082 |
