INTRODUCTION David Ogilvy: "I hate rules." ADS THAT SELL Homework: First, thoroughly study the product you are advertising. Check the competition's advertisements and research consumer behavior. Positioning: What does the product do, and who is it intended for? Brand image: What brand image, reputation, and personality should the product carry? - product quality, emotional value. … Doorgaan met het lezen van DAVID OGILVY – OGILVY ON ADVERTISING – 1995

Goos Geursen, a seasoned creative in 'the field' and author of the standard work "Emotions & Advertising" published in 1989, recently added a new title to his name. "A Greyhound in Sneakers," referring to the iconic Reebok advertisement from the late 1980s, with the subtitle "Concept Development in Advertising." The booklet aims to shed light … Doorgaan met het lezen van GOOS GEURSEN – A GREYHOUND IN SNEAKERS – CONCEPT DEVELOPMENT IN ADVERTISING – 1995