Ford’s Head of Marketing Research George Hay Brown, inserted advertisement in every other copy of Reader’s Digest . At the end of the year , people who had not seen the Ad ended up buying more Fords than those who had seen the advertisement .
Merely advertising does not guarantee sales . Badly written copy , poor graphics , irrelevant message can inversely affect sales . What makes up a good Advertisement then ? There’s no standard code of conduct for writing “good” advertisement copy , however, in his book “Ogilvy on Advertising” , David Ogilvy has highlighted some broad principles . On reading those principles , I jumped off my seat in excitement thinking I always knew that , and this guy had put words to my thoughts even before I was born . ( Damn ! I am late )
Let’s have a look at Ogilvy’s 12 Principles for Good Advertisement.