listen to david ogilvy – to a point – 6 recommendations It was David Ogilvy who is reported to have said – ‘50% of advertising does not work – thank god the client does not know which 50%’. A critical consideration in terms of communication is, of course, the cost of media. It is media […]

listen to david ogilvy – to a point – 6 recommendations It was David Ogilvy who is reported to have said – ‘50% of advertising does not work – thank god the client does not know which 50%’. A critical consideration in terms of communication is, of course, the cost of media. It is media that attracts the greatest cost. Here are six recommendations relevant to maximising return on media investments: think In spending all the money businesses do on communication, it is essential to think objectively, critically, and laterally. Objective thinking requires critically assessing the options ahead of relying on feelings, and not following the commitment to traditional media – just ‘because that is what we have always done’. Critical thinking requires not accepting any data or any opinion on face value, but rather going back to first principles before making any media purchase decisions. All decisions need to…