David Ogilvy, kushambadza baba Biography vatengi kuti Ogilvy & Mather

David Ogilvy, yakakurumbira akatanga okushambadza sangano Ogilvy & Mather, imwe nyanzvi munyori pakushambadzira uye mharidzo magwaro, mumwe inobudirira zvikuru kushambadza varume remakore rechi20. Nyanzvi mumunda kutsvakurudza okushambadza musika vanoziva kuti ndiye "baba kushambadza", sezvo kugona wayo kupa vanhu zvinhu zviri nyore nzira, apo vakati akakudziridza Cliche kuti kukura okushambadza zvose akasiyana. Muna 1962, magazini akakurumbira Time ainzi Ogilvy "inonyanya kufarirwa muroyi hwemazuva makambani anoshambadzira."

David Ogilvy: Biography uye kutanga nzira iri pakushambadzira

Remangwana "baba okushambadza" akaberekwa June 23, 1911 pedyo London uye aiva muduku, mwana wechishanu mumhuri. Kubvira achiri muduku, Dhavhidhi aiva nehanya dambudziko mari. Asi vabereki vakafunga mukomana kuti vanofanira kudzidza. Yepamusoro Education David Ogilvy aiva. Muna 1984, kupindura mubvunzo pamusoro womunun'una wake muduku vanoda zvidzidzo yunivhesiti, akatungamirira wandei akasiyana pfungwa maonero, achipa jaya sarudzo. Society inoda vatungamiri - akatenda uye nharo kuti basa rinobudirira anogona kuitwa pasina kuwana chitupa. Akauya kuna mhedziso iyi, kudzidza zvishoma muna Edinburgh uye Oxford, asi nokukurumidza akatanga kushanda uye vakasiya pfungwa dzidzo.

Muzana remakore rechi20, kushambadza basa akaratidza kuva akakurumbira zvikuru. Zvishoma nezvishoma, kushambadza kuri kuva imwe vaikudzwa nzira kukunda pamisika. Zvisinei, makambani anoshambadzira, uyewo mamwe maindasitiri mazhinji, zvakanga zvakakodzera kutarisira pfungwa zvaidiwa, zvakanga zvakakodzera kuti kudzifarira, unyanzvi murongi, unogona kuva nehanya mutengi, kuziva kuti anoda vanhu, kuti icho anoteerera kupfuura "kufema". Pakati mazana ezviuru zvevanhu Industry kukwanisa kupa kodzero chigadzirwa vasina unyanzvi zhinji. An akwegura David Ogilvy achitsoropodza akatsanangura kupinda wake makambani anoshambadzira: akanga asingashandi, pasina ruzivo, hapana dzidzo, nechekare pachine zera, asingazivi chinhu pamusoro yokutengesa uye haana pfungwa sei kunyora zvokushambadzira kopi. Asi akawana chishandiso akatora mukana uye akaritora kushanda.

Advertising basa

Uye makore matatu gare gare Devid Ogilvi musi Advertising aiziva zvinenge zvose, akava akakurumbira zvikuru munyori munyika pakushambadzira magwaro, okushambadza mumiririri uye maneja. Nhasi vachiri pfungwa dzake kuona nzira imwe makurusa okushambadza masangano munyika, uyewo kukanganisa nokuumbwa zvizvarwa itsva vanoshambadzira. David Ogilvy kushambadza haana chete nyore kugutsikana, asiwo kuva chikamu tsika uye akasiyira muenzaniso yeramangwana. Akakwanisa intuitively kuwana zvakanakisisa nzira kuti kutengesa zvigadzirwa. mabasa awo inodhura kwazvo kuti vakaonga, uye basa rake aigona shanje chero mushambadziri.

Chii chinofanira kuva munhu anogadzira kunobudirira?

Maererano David Ogilvy, ane Biography inobatanidzwa kushambadza, kubudirira munda ichi vanofanira kuva nounhu hwakadai kuzvicheka-kutsoropodzwa, utungamiri unyanzvi, Analytical pfungwa, okugadzira zvinhu. Ndicho ichi yakatarwa uye akabatsira David Ogilvy kuti basa indasitiri ino. Life ruzivo uye zvakasikwa tarenda sezvo munyori haisi chete kungoita izvozvo makambani mubhizimisi, asi vanokurudzirwawo kunyora zvokushambadzira kopi. Kutaura zvazviri, iye akava akakurumbira wokutanga nyanzvi copywriter. David Ogilvy musi Advertising kunzwisisa zvikuru kupfuura vamwe uye aiziva sei kuwana mashoko kuti tibudirire uye zvinovimbisa.

Ogilvy & Mather yaro vatengi

Muna 1948, David Ogilvy anovhura risingaoneki Hewitt, Ogilvy, Benson & Mather. The sangano asina panguva hwomukova rimwe mutengi, uye rine mbiri vanhu. Zvisinei, kungova vaviri makore kambani rava kuzivikanwa mutungamiriri pamisika ezvokushambadzira mabasa. The wegore turnover pamusoro sangano vakatanga kuita zvinopfuura mabhiriyoni gumi emadhora, uye musoro kambani zvakazivikanwa sezvo copywriter mukuru America. Advertising sangano Ogilvy & Mather akasikwa zvinotaurwa nachiremba, izvo zvinoratidzwa zvizere ruzivo, chiratidzo uye pfungwa David Ogilvy. Aiva kuberekwa mutengesi, kunzwisisa kuti okushambadza vanofanira kutanga kuti kutengesa, uye aiziva zvakawanda unyanzvi uye mazano kuti vawedzere okutengesa. Munguva pfupi nguva David Ogilvy akatora nzvimbo yakasimba makambani anoshambadzira. Ogilvy & Mather pakati vatengi pamusoro makore ave makambani akadai Schweppes, Rolls Royce, dhl, Coca cola Company, IBM, The New York Times, Adidas nevamwe vazhinji.

Things kuita munyika Ogilvy pakushambadzira

All ruzivo rwake, mapuranga ose mari pakushambadzira uye vabudirire chisikwa chacho mukuru okushambadza murume hazvitaurwi mune zvaakanyora, dzakanga dziri yendarama pavane nyika advertologii uye American tsika. With Mazano akawanda David Ogilvy zvinhu zvisina chete kutengeswa, asiwo kuva mufashoni uye dzakakurumbira. The chinokosha uye zvakakosha chero mutsva mushambadziri, mumwe copywriter, bhuku "Zvakazarurwa okushambadza mumiririri." basa iri rakashandurirwa mumitauro 14 munyika, ayo zvachose wokufambisa maBhaibheri anopfuura miriyoni imwe chete.

Nhasi, mutsva ose anofanira mushambadziri pakutanga gwara rayo kupinda basa kuverenga bhuku rino. Ogilvie pachena zvakavanzika vezvokushambadza, zvinova pachena sei kuti kuhwina vatengi, hurukuro pamusoro musiyano pakati yakanaka okutengesa tsamba. Bhuku ruchatibatsira vaya vasina zvakazara yakasarudza zvaanoda kuva muupenyu huno, kunzwisisa kana zvakakodzera basa mushambadziri. David Ogilvy zvakajeka rinotaura pamusoro zvose zvayakanakira nezvayakaipira wokupupura ichi.