2/13/2012

research, research, research, that is the key to coming up with a brilliant ad. In "Letters of a Note" by David Ogilvy he clearly states that "I am helpless without research material—and the more "motivational" the better. " Until reading this ad, and actually sitting down and thinking about concepts for our ad campaign I realized that the more I had researched the more ideas came flowing into my head. It is very important to know EVERYTHING you can about your product and its competitors. I really like what David said about writing multiple headlines until he finds the perfect one after asking other people for their opinions. For our campaign we are going to take the same approach and see if it helps us discover great headlines. I really like everything about this article and will use it as a reference when creating our ad.