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Essay / Research Paper Abstract
A 9 page analysis that examines three books on marketing-- Ogilvy on Advertising by David Ogilvy; Market Segmentation by Art Weinstein; and The Marketing Imagination by Theodore Levitt. Each book is examined, in turn, as to common issues that it shares with the others. No additional sources cited.
Page Count:
9 pages (~225 words per page)
File: D0_003mar.rtf
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Unformatted sample text from the term paper:
Marketing ? May, 2000 ? properly! The following discussion compares three classic texts on the art of
marketing: Ogilvy on Advertising by David Ogilvy; Market Segmentation by Art Weinstein; and The Marketing Imagination by Theodore Levitt. Each book is examined, in turn, as to common issues
that it shares with the others. Ogilvy on Advertising by David Ogilvy David Ogilvy is one of the most pr!ominent men in the advertising field in the twentieth century.
His book Ogilvy on Advertising (1985) is still considered to be one of the most definitive in the field. While Ogilvy doesnt use the same terminology as many writers
in the field of marketing today, he addresses the same topics. In other words, he said it first, and, in many cases, he said it best. For example, both Weinstein
and Levitt concentrate in their books on what they refer to as "market segmentation" Ogilvy addresses the same topic, but he refers to it as "brand placement." In many
ways, Ogilvys book is clearer and more readable then the other authors precisely because it is unencumbered with the new jargon. Ogilvy writes simply and goes right to the heart
of the matter. He asserts that advertising (todays author would probably say "marketing") is not "entertainment," not is it an "art form," rather Ogilvy sees advertising as a medium in
which to convey information (7). par Ogilvy emphasizes that for advertising to work, the copywriter has to do his or her homework. He writes, "First, study the product you are
going to advertise" (11). When Ogilvy got the advertising account for Rolls-Royce, he spent three full weeks reading about the car before he did anything else. Ogilvy built his campaign
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