Online Marketing by an Undergraduate

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making sense of marketing one post at a time

Ogilvy and Bernbach – Differences and Similarities

David Ogilvy of Ogilvy & Mathers and William Bernbach of Dane Doyle Bernbach were two giants in American advertising. Only having begun my reading of them, I already see different approaches the two take to the same profession:

On Research:

Bernbach – too much dulls the mind.

Ogilvy – meticulous. ad man must continually pursue new knowledge.

On Originality:

Bernbach – believes ad needs freshness, originality to get noticed.

Ogilvy – Disdains the word original.

Despite differences, the two find common ground. Both believe effectiveness is the significant measure of an ad. Additionally, an ad man must start with a deep understanding of the product and the customer. A deep understanding of both allows advertising that provides the bridge connecting customers and products with real value to them.

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