Summary
Contents
Subject index
This book is based on state-of-the-art research, including pure single-source research, consumer panel research, a predictive technique to pre-test television commercials, econometric evaluation, and studies of market and brand aggregates. Although the data in the book is based on sound samples and proven measurement techniques, they are explained with the simplest mathematics and the clearest prose.
Big Ideas and Good Ideas
Big Ideas and Good Ideas
Most advertising practitioners are familiar with the phrase big idea, as used by David Ogilvy to describe the most important thing that goes into a successful advertisement:
Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. I am supposed to be one of the more fertile inventors of big ideas, but in my long career as a copywriter I have not had more than 20, if that.1
Although Ogilvy's words give the strong immediate impression of informed and authoritative common sense, further thought suggests that something is missing from what he says. Ogilvy does not distinguish between ...
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