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Selling Electronic Media by Ed Shane

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3

Research and Ratings

Before David Ogilvy founded Ogilvy & Mather advertising agency he was a researcher. He delivered the first paper on copy-testing in the history of British advertising. He ran the Gallup Audience Research Institute, which predicted the potential public appeal of motion pictures. And he led his agency to extensive use of research for its clients.

Ogilvy’s research philosophy is simple: “Advertising people who ignore research are as dangerous as generals who ignore decades of enemy signals.”1

Research is the key to any successful advertising venture, and “code” is a good analogy for research. The user has to analyze, dissect, and interpret it in order to make sense of it. There are plenty of texts that will help you learn ...

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