t the time to promote products.3
In the early 1900s, advertising underwent two important changes. First, it recognized its responsibilities to society and business and, as a result, several groups such as the Association of National Advertisers were created. Second was the emergence of the national and regional advertising agency bringing with it a new breed of ad men full of ingenuity and imagination and ready to write the copy that would become the language of advertising.
One such man, David Ogilvy, partner In the major advertising firm Ogilvy & Mather as well &s author of Ogilvy on Advertising, does not regard advertising as entertainment or as an art form but as a medium of information.4 Contrary to a popular view today, the intent of advertising, he says, is not to find the ad creative but to interest the consumer in buying the product. Research has shown that the public still buys products whose advertising promises them value for money such as beauty, nutrition, relief from suffering, social status and so forth.5
To accomplish this, certain steps must be undertaken. First, research must be done. One must know all about the product before one can sell it. The more you know about it, the more chance you have of coming across a creative idea that might make all the difference. Further, it is important to find out what the product's competitors are doing in advertising and their success rate, and lastly, it is necessary to discover what consumers think about the p
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