How to create corporate advertising that sells
This Ogilvy print was part of the famous “How to” campaign that showcased the Ogilvy’s strategy and copywriting skills.
Red areas are most likely to attract attention, followed by Yellow/Orange areas, and Blue areas. Areas that have no color overlay are unlikely to attract visual attention.
The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.
The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.
The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.
The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.
Image Description
The image features a classic Ogilvy & Mather print advertisement titled "How to create corporate advertising that gets results." It showcases a detailed article with strategic insights on corporate advertising, complete with sections on building a corporate image, gaining credibility, and attracting awareness.
Positive Aspects
- Expertise Showcase: The image exemplifies Ogilvy's mastery in advertising, highlighting their strategic and copywriting prowess.
- Informative Layout: The structured format with clear headings and subheadings makes it easy for readers to digest valuable insights.
- Credibility Boost: Featuring well-known corporate clients and successful campaigns adds credibility to the advice given.
Key Takeaways
- Visual Hierarchy: Use color strategically to guide visual attention and emphasize important elements in your ads.
- Credibility is Key: Establish trust with potential customers by leveraging employee and customer testimonials.
- Avoid Overcomplication: Keep your advertising message straightforward and focused to maintain clarity.
- Positioning Matters: Clearly define your brand’s position to effectively communicate with your target audience.
- Adaptability: Be prepared to adjust advertising strategies based on market feedback and changing conditions.
Additional Insights
This Ogilvy print is a masterclass in balancing art and science in advertising. The emphasis on visual cues—like color and layout—demonstrates the importance of design in grabbing attention. Remember, successful ads don’t just sell a product; they convey a story that resonates with the audience. So, next time you draft an ad, think about what story you’re telling and how you can visually lead your audience to the punchline.
