Advertising, A Purpose!

Billions of dollars are spent each year in creating advertisements and for the creative ads it might take even more money to steal the attention of the audience in the said markets. We obviously know that companies are doing this behind some purpose, a purpose can be anything may be selling products, creating a brand name in the market, new product launch and many such other things. Creative ads are the ones which takes a major share in the markets today all around the globe, just to attract the audience and make them dedicate just 2 minutes of their time in watching the ad so the end point here is to entertain them and keep them glued and be loyal to your brand and as it was rightly said by David Ogilvy that, “Unless your campaign is based on some creative big idea, it will pass like a ship in the night”, he encouraged people to do brilliant work and this was his one liners to keep them charged always.

Ogilvy was of the opinion that although its important to attract the attention of the audience to sell your products it shouldn’t happen at the expense of selling a client’s product, i.e., you cant save souls in an empty stomach. The creative revolution back in 1970s, changed the way the ads were created with flashy stuff and media animation happening over the television sets but it didn’t quite help to kick the sells of company as was expected, he was quite unhappy with this results and called for a media meeting stating that the disease entertainment is infecting our businesses big way, this sentence became very famous then, this gave a good boost to creative campaign ads and pitched the sells of the companies. David Ogilvy became a brand in itself which went on creating brand images with stayed in people’s mind for generations, the writer – James Twitchell states in his book, “The twenty ads that shook the world” that the pivotal character in discovering a brand is David Ogilvy, he achieved success creating a brand items like tonic water (Schweppes), dress shirts (hathaway) , credit cards (American Express), soap (Dove) and so on, so there always remains a 2ps for successful creative ads that are purpose and passion.

Advertisements with a purpose stands on 3 main principles and they are:

1. Don’t bore people for buying your products
2. Although some people may criticize your creative ads, remember they cannot create them
3. There is no word called compromise in the field of advertising.

I have something more interesting and a little funny but you will remember it always as a quote, “The consumer is not a moron, she is your wife, don’t insult her intelligence” if you clearly understand this, then the rest is history. If you are really looking for some purposeful advertising then you should try Ogilvy’s philosophy which rest on 4 pillars: Professional Discipline, Research, Creative Brilliance and Results. Ogilvy strongly believed in studying the precedents and put the experience in to principles, which will treat advertising as a profession with a body of knowledge.