Feineigle.com - Marketing

2024-11-19

Tags: Business · Marketing

This was published in 1923 and Propaganda was published in 1928; it is extremely interesting to juxtapose these two works to see how they fit together. This 'above board' advertising versus the manipulative tactics seen in Bernay's works show an almost idealistic versus real interpretation of how people act, what they want, and what tactics work on them. Most of what is presented is almost naive versus modern standards; information and honesty are portrayed as foundational aspects of advertising whereas we see the total opposite in modern advertising. Much of what is revealed here is better said in Ogilvy's works, although this is interesting for anyone that wants a historical look at how Ogilvy came to his conclusions. Overall I would say that this book could be skipped if you've read Ogilvy and probably some Kennedy as well, but for the curious it is still worthwhile (and it is super short and easy to read at that).

Why People Buy

2024-11-16

Tags: Business · Marketing

This book generally outlines how and why you would go about collecting data to test if a product will be accepted by the audience, or sometimes even who the audience is for a potential product. When conducting this research, you can't outright ask people what they think of a product because they will tell you what they think you want to hear. They will tell you they buy a car because it is safe and dependable, but research shows that they buy the car because it is a status symbol. The same product can be placed in different packaging and receive wildly different acceptance. The simplest things like colors and shapes on a products' packaging and marketing can have large effects on the success or failure of the product.

Ogilvy on Advertising

2024-10-31

Tags: Business · Marketing

If you are looking for a book on advertising techniques this is probably not what you want to read. This book is a pleasant meandering through all aspects of the advertising industry circa 1940-1980. While there are a few chapters chock-a-block full of tips, there is ten times as much "filler". I use quotes around filler because if you are looking for general commentary, some history, and maybe some information on what the advertising industry (of the era, probably reasonably applicable today) then it is well worth your time. I found the book interesting enough in its own regard, well written and a breeze to read, and was also happy with the relatively little pure technique that was presented (though I am on the lookout for a more technique oriented book).

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