The 1960s Book or Modern Reports: Guess Where We’ve Taken These Marketing Tips

No way! Ogilvy wrote about them in 1963:

No, there was no such passage in Ogilvy’s book.

True! This thesis is from Salesforce research State of the connected customer 2021. After the COVID crisis, 90% of customers pointed that the company’s behavior during the crisis reflects its reliability.

Not true! Ogilvy wrote about this in the far 1963:

«Research can get consumer reactions to a new product when it is still in the conceptual state.»

And this is the right answer! See the passage from «On Advertising»:

«Research can get consumer reactions to a new product when it is still in the conceptual state.»

Yes! We have an article about this theory. However, Ogilvy pointed theses that reflected the JTBD theory:

So, there is no right answer 😉

True and not at the same time. This is the main rule of the JTBD concept, but Ogilvy pointed theses that reflected the JTBD theory:

<«The ‘right kind’ are those [television advertising] which set up a problem and demonstrate how your product can solve it; give a money-back guarantee; include the price; and ask for the order, explicitly and urgently.»

Recently, we wrote an article about hallway testing, but the concept itself is not new. Here is what Ogilvy said about this:

«Research can tell you whether your advertising communicates what you want it to communicate. Keep in mind E. B. White’s warning, ‘When you say something, make sure you have said it. The chances of your having said it are only fair’.»

And you’re right! Ogilvy didn’t suggest the hallway testing as we know it now, but the concept isn’t new. Here is what Ogilvy wrote about this:

«Research can tell you whether your advertising communicates what you want it to communicate. Keep in mind E. B. White’s warning, ‘When you say something, make sure you have said it. The chances of your having said it are only fair’.»

No way! There is no such thesis in his book

Bingo! 51% of the companies claimed that it’s difficult to hire competent specialists — marketers and product marketers. But from our point of view, this problem was relevant even at the time of Ogilvy.

Not exactly. Ogilvy wrote about this 60 years ago:

«Gallup invented a method of measuring readership. He interviewed representative samples of readers, took them through the newspaper and had them point to the things they had read. It came as a surprise to editors when he reported that more people read the comics then their editorials, and that captions under photographs were read by more people than the articles.When he repeated the same research in Britain, he got the same results.»

And you’re right! See what Ogilvy wrote in his book:

«Gallup invented a method of measuring readership. He interviewed representative samples of readers, took them through the newspaper and had them point to the things they had read. It came as a surprise to editors when he reported that more people read the comics then their editorials, and that captions under photographs were read by more people than the articles. When he repeated the same research in Britain, he got the same results.»

Yes! This is from The 2020 state of digital marketing research. It is said that 24% of all the companies already use automation, while 52% say that personalisation is their main priority.

Not this time 🙂 The 2020 state of digital marketing research says that 24% of all the companies already use automation, while 52% say that personalisation is their main priority.