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8 Cards in this Set
- Front
- Back
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What advice does Ogilvy offer for developing "Big Ideas?"
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Do your homework
Study the product Do your research Know the competition |
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What is the most important characteristic of an illustration?
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Must contain story appeal
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What advice does Ogilvy offer for developing headlines?
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Test all of your headlines before you produce them.
Include brand name More effective with quotes Must be easily understood 6-12 words |
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According to D.O., what are the four characteristics of a good ad?
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Personal
Interesting Truthful Factual |
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What advice does Ogilvy offer for developing television commercials?
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Don't use celebrities, use characters
Use problem solution and slice of life Use news and emotion Avoid cliches If you have a big idea then the wrong technique won't kill it, but if you dont have a big idea then the right technique won't help it. |
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What is Ogilvy's attitude toward billboards?
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Hates them and couldn't make good ones
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What is the proper attitude toward an agency's clients?
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First class business in a first class way
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What is secret to success in building an outstanding ad agency?
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Hire someone "bigger" than you are and the company will become giant.
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