CCG | ¿À±æºñ David Ogilvy | |
Edit | 2023-06-23 ¿ÀÀü 5:16:41 | |
PIG | C+ | |
Home | https://bit.ly/3tVd5Q4 | |
SNS1 | https://bit.ly/2mxKWeQ | |
SNS2 | https://bit.ly/1pzNoRr | |
SNS3 | ||
related | < HOME > < EDIT> | |
Rname | Tweet | |
¿À±æºñ-David Ogilvy, ±¤°íÀÎ,±â¾÷ÀÎ,England/USA | ||
µ¥À̺ñµå ¿À±æºñ (David Ogilvy) ±¤°íÀÎ [Ãâ»ý] 1911³â 6¿ù 23ÀÏ, ¿µ±¹ ¿þ½ºÆ®È£½½¸® [»ç¸Á] 1999³â 7¿ù 21ÀÏ, ÇÁ¶û½º (88¼¼) [±¹Àû] ¿µ±¹ [Á÷¾÷] ±¤°íÀÎ, Ä«ÇǶóÀÌÅÍ [Çз»çÇ×] ¾Æµ¨ÇÇ´ëÇб³ ¸í¿¹¹Ú»ç ¿Á½ºÆÛµå´ëÇб³ ÁßÅð [°æ·Â»çÇ×] 1977 ¹Ì±¹ ±¤°í ¸í¿¹ÀÇ Àü´ç Çå¾× 1949 ¿À±æºñ¾Ø¸Å´õ ¼³¸³ 1948 ÈÞÀÕ ¿À±æºñ º¥½¼ ¾Ø ¸Å´õ ¼³¸³ ¸Å´õ ¾Ø Å©·Î´õ [¼ö»ó³»¿ª] 1990 ÇÁ¶û½º ¹®¿¹ ÈÆÀå 1967 ´ë¿µÁ¦±¹ ÈÆÀÛ»ç µ¥À̺ñµå ¿À±æºñ (David Ogilvy, 1911³â 6¿ù 23ÀÏ ~ 1999³â 7¿ù 21ÀÏ)´Â ¿µ±¹ Å»ýÀÇ ¹Ì±¹ ±¹Àû ±¤°íÀÎ, ±â¾÷ÀÎ, Àú¼ú°¡ÀÌ´Ù. [»ý¾Ö] µ¥À̺ñµå ¿À±æºñ´Â 1911³â 6¿ù 23ÀÏ ¿µ±¹ ¿þ½ºÆ®È£½½¸®¿¡¼ ½ºÄÚƲ·£µåÀÎ ¾Æ¹öÁö¿Í ¾ÆÀÏ·£µåÀÎ ¾î¸Ó´Ï »çÀÌ¿¡¼ ž´Ù. ¾î¸° ½ÃÀý ¾Æ¹öÁöÀÇ »ç¾÷ ½ÇÆзΠÈûµç ¼Ò³â±â¸¦ º¸³»¸ç ¿Á½ºÆÛµå ´ëÇб³¿¡ ÀÔÇÐÇßÀ¸³ª ¿ì¿ïÁõÀ¸·Î Çо÷¿¡ ºÎÁø, ÅðÇÐ ´çÇß´Ù. ÀÌÈÄ ³óºÎ, ¿ä¸®»ç, ¿ÜÆÇ¿ø µîÀ» °ÅÃƴµ¥ ´ç½ÃÀÇ °æÇèÀº ±×ÀÇ Àú¼¿¡¼ ¿©·¯ Â÷·Ê ÀοëµÇ¾ú´Ù. ¿Àºì ¿ÜÆÇ¿øÀ¸·Î ÀÏÇÏ´ø Áß ÆǸŷ®À» ´Ã¸± ¸ñÀûÀ¸·Î ¸¸µç ¼¼ÀÏÁî °¡À̵åºÏ¿¡¼ ±¤°íÀÇ Çʿ伺À» ´À³¢°Ô µÇ°í, ÀÚ½ÅÀÌ °¡À̵åºÏÀ» ¸¸µé¾î º¸³½ ¿µ±¹ ¼ÒÀçÀÇ ±¤°í´ëÇà»ç ¸¶´õ ¾Ø Å©·Î´õ¿¡ ÀÔ»çÇÏ¸é¼ ±¤°í°è¿¡ ÀÔ¼ºÇß´Ù. Å©¸®¿¡ÀÌƼºê Á¦ÀÛ ¿øÄ¢À» °ßÁöÇß°í, À̸¦ ºÎÇÏ Á÷¿øµé¿¡°Ô öÀúÈ÷ ¿ä±¸ÇÑ ¿øÄ¢ÁÖÀÇÀÚ¿´´Ù. ¿¹¸¦ µé¾î ÀÎ¿ë ºÎÈ£¸¦ ÂïÀ¸¸é ºê·£µå »ó±âÀ²ÀÌ 28% »ó½ÂÇϸç, ´ºµå¼º Çìµå¶óÀÎ ¿µ¶·üÀº 22% ³ôÀ¸¸ç, ±¤°í µ¶ÀÚÀÇ 80%´Â ¹ÙµðÄ«ÇǸ¦ ÀÐÁö ¾Ê°í Çìµå¶óÀθ¸À» Àд´Ù. ±×´Â ÀÌ °°Àº âÀÛ¿øÄ¢À» ¿©·¯ Á¾·ùÀÇ Áöħ¼¿¡ ´ã¾Æ ºÎÇÏ Á÷¿øµé¿¡°Ô °¡¸£Ä¡°ï ÇÏ¿´´Ù. [ÀºÅð ÈÄ È°µ¿] 1975³â ±¤°í°è¿¡¼ ÀºÅðÇÑ´Ù°í ¹àÇûÀ¸³ª 1983³â ´ëÇ¥ Àú¼ÀÎ ±¤°í ºÒº¯ÀÇ ¹ýÄ¢À» Àú¼úÇϱ⵵ Çß°í, 1989³â ¿À±æºñ ¾Ø ¸Å´õ°¡ ¿µ±¹ÀÇ WPP±×·ì¿¡ ÀμöµÈ ÀÌÈÄ ÁÙ°ð ȸ»çÀÇ ¸í¿¹È¸ÀåÀ» ¸Ã±âµµ Çß´Ù. [»ç¸Á] 1999³â 7¿ù 21ÀÏ ÇÁ¶û½º¿¡¼ 88¼¼¸¦ Àϱâ·Î »ýÀ» ¸¶°¨Çß´Ù. [¸í¾ð] ±×´Â '¹«Á¶°Ç ÆȾƶó(We Sell, Or Else)'¶ó´Â À¯¸íÇÑ ¸í¾ðÀ» ³²°å´Ù. [ÁÖ¿ä Àü·«] ±×°¡ ±¤°íÀÎÀ¸·Î¼ÀÇ ÀλýÀ» »ì¸é¼ ÁÖ·Î »ç¿ëÇß´ø Àü·«Àº ºê·£µå À̹ÌÁö Àü·«ÀÌ´Ù. [ÁÖ¿ä Àú¼] ¾î´À ±¤°íÀÎÀÇ °í¹é ±¤°í ºÒº¯ÀÇ ¹ýÄ¢ ÇÇ¿Í µÎ³ú¿Í ¸ÆÁÖ ³ª´Â ±¤°í·Î ¼¼»óÀ» ¿òÁ÷¿´´Ù ----------------------------------- µ¥À̺ñµå ¿À±æºñ[David Ogilvy] µ¥À̺ñµå ¿À±æºñ(David Ogilvy, 1911~1999)¸¦ ÀÌ »ç¶÷À» ä¿ëÇÒ ´ëÇà»ç°¡ ÀÖÀ»±î? 38¼¼ÀÇ ½Ç¾÷ÀÚÀÔ´Ï´Ù. ´ëÇÐÀ» ÁßÅðÇß½À´Ï´Ù. ¿ä¸®»ç, ¼¼ÀÏÁî¸Ç, ¿Ü±³°üÀ» °ÅÃÄ ³ó»çµµ Áö¾îºÃ½À´Ï´Ù. ¸¶ÄÉÆÿ¡ ´ëÇؼ´Â ¾Æ¹«°Íµµ ¸ð¸£°í Ä«ÇÇ´Â ½áº¸Áöµµ ¾Ê¾Ò½À´Ï´Ù. ±¤°í°¡ Àç¹ÌÀÖ¾î¼ ¾÷(åö)À¸·Î »ï°Ú´Ù°í °á½ÉÇßÀ¸¸ç ¿¬ºÀ 5õ ´Þ·¯¸¦ Èñ¸ÁÇÕ´Ï´Ù. °á±¹ ·±´øÀÇ ÇÑ ±¤°í´ëÇà»ç°¡ °í¿ëÇÑ ±×´Â 3³â µÚ ¼¼»ó¿¡¼ °¡Àå À¯¸íÇÑ Ä«ÇǶóÀÌÅÍ°¡ µÇ¾úÀ¸¸ç ÀÌÈÄ ¼¼°è¿¡¼ 10¹ø°·Î Å« ±¤°í´ëÇà»ç¸¦ ¼³¸³Çß´Ù. ±×ÀÇ À̸§Àº µ¥À̺ñµå ¿À±æºñ, ¼¼°èÀûÀÎ ±¤°í´ëÇà»ç ¿À±æºñ¾Ø ¸Å´õ(Ogilvy & Mather)ÀÇ Ã¢¸³ÀÚÀ̸ç 1920³â´ë ÀÌÈÄ ±¤°í°èÀÇ ¹ø¿µÀ» À̲ö ¡®Çö´ë ±¤°íÀÇ ¾Æ¹öÁö¡¯´Ù. 1911³â 6¿ù 23ÀÏ ¿µ±¹¿¡¼ ÅÂ¾î³ ¿À±æºñ´Â ¿Á½ºÆÛµå ´ëÇп¡ ÁøÇÐÇßÁö¸¸ 2ÇгâÀÌ µÇ´ø ÇØ ÁßÅðÇß´Ù. ¿Á½ºÆÛµå ÀÌÈÄ, ¿À±æºñ´Â Æĸ®ÀÇ ¸¶Á¦½ºÆ½ È£ÅÚÀÇ Áֹ濡¼ ¿ä¸®»ç·Î ÀÏÇÏ°Ô µÇ´Âµ¥ ±×°÷ Áֹ濡¼ÀÇ °æÇèÀº Èʳ¯ ±×°¡ ±¤°í´ëÇà»çÀÇ ´ëÇ¥°¡ µÇ¾úÀ» ¶§ ¸¹Àº ¿µÇâÀ» ÁÖ¾î¼ ¸®´õ½ÊÀ» À̾߱âÇÒ ¶§¸¶´Ù ÁÖ·Î ÀοëµÇ¾ú´Ù. 1935³â ¿µ±¹À¸·Î µ¹¾Æ¿Í ¿Àºì ¹æ¹®ÆǸſøÀ¸·Î ÀÏÇϸç ÁÖ¸ñÇÒ ¸¸ÇÑ ¼¼ÀÏÁî ¼ö¿ÏÀ» ¹ßÈÖÇÏ´ø ±×´Â ȸ»çÀÇ ±ÇÀ¯·Î ¼¼ÀÏÁî¸ÇÀ» À§ÇÑ °¡À̵åºÏÀ» ¸¸µé¾ú°í ±×Áß ÇÑ ºÎ¸¦ ÇüÀÌ ÀÏÇÏ´ø ·±´øÀÇ ±¤°í´ëÇà»ç ¸Å´õ ¾Ø Å©·Î¿ì´õ (Mather & Crowther)¿¡ º¸³½ °ÍÀ» °è±â·Î ±¤°í°è¿¡ ÀÔ¹®ÇÏ¿´´Ù. ¡´Æ÷ÃᡵÁö´Â ÇÞº´¾Æ¸® ½ÃÀý ¿À±æºñ°¡ ÀÛ¼ºÇÑ ¼¼ÀÏÁî °¡À̵åºÏÀ» ¡®°¡Àå ÈǸ¢ÇÑ ¼¼ÀÏÁî ¸Å´º¾ó¡¯À̶ó°í Çß´Ù. ½ºÄÚƲ·£µåÀÎ ¾Æ¹öÁö¿Í ¾ÆÀÏ·£µåÀÎ ¾î¸Ó´Ï »çÀÌ¿¡¼ ÅÂ¾î³ ÀÌ ¿µ±¹ û³âÀº ·±´øÀÇ ±¤°í¾÷°è°¡ ´©¸®´Â ȣȲ°ú ¾ÈÁ¤¿¡ ¸¸Á·ÇÏÁö ¸øÇÏ°í ´ç½Ã ¡®´Ù¸¥ ³ª¶óº¸´Ù 30³â Á¤µµ ¾Õ¼ ÀÖ´ø¡¯ ¹Ì±¹ÀÇ ±¤°í¸¦ ¹è¿ì±â À§ÇØ À̹ÎÀ» °á½ÉÇÏ°Ô µÈ´Ù. ¹Ì±¹À¸·Î À̹ÎÀ» °¡°Ô µÈ ¿À±æºñ´Â ´ºÀúÁöÀÇ ÇÁ¸°½ºÅÏ¿¡ ÀÖ´Â ¼ÒºñÀÚÁ¶»çȸ»ç °¶·´(Gallup)ÀÇ À̻簡 µÇ´Âµ¥, °¶·´ÀÇ ¼¼½ÉÇÑ Á¶»ç±â¹ýµé°ú »ç½ÇÀ» ¹ß°ßÇÏ·Á´Â ³ë·Â ´öºÐ¿¡ ÀڽŸ¸ÀÇ µ¶Æ¯ÇÑ ¾÷¹«Á¢±Ù¹æ½ÄÀ» °®°Ô µÇ¾ú´Ù. 1948³â¿¡´Â ¿À±æºñ´Â ´º¿å ¸Åµð½¼ °¡¿¡ ¿À±æºñ ¾Ø ¸Å´õ¸¦ ¼³¸³ÇÏ¿´´Ù. ¿À±æºñ ¾Ø ¸Å´õ´Â ºñ·Ï ÇÑ ¸íÀÇ Å¬¶óÀ̾ðÆ®µµ ¾øÀÌ ½ÃÀÛÇÏ¿´Áö¸¸ ¼³¸³ÀÚÀÇ ÀÇÁö°¡ ´ã±ä ¸íÈ®ÇÑ ºñÁî´Ï½º öÇÐÀ» Åä´ë·Î ÇöÀç 100°³±¹¿¡ ¾à 359°³ÀÇ Áö»ç¸¦ °¡Áø °¡Àå Å« ³×Æ®¿öÅ©ÀÇ Á¸°æ¹Þ´Â ¼¼°è ±â¾÷À¸·Î ¹ßÀüÇÏ¿´´Ù. ¡°¸ðµç ±¤°í´Â ÆǸÅÀÇ ¸ðµç °ÍÀ» ¸»ÇØ¾ß ÇÑ´Ù. Ä«ÇÇÀÇ ¸ðµç ´Ü¾îµéÀº ¹Ýµå½Ã °è»êµÇ¾î¾ß ÇÑ´Ù. ¶Ç ¼º½ÇÇÏÁö ¾ÊÀ¸¸é Áö¼ÓÀûÀ¸·Î ¼º°øÇÒ ¼ö ¾ø´Ù¡¦ »ç¶÷µéÀº ¾î¼³Ç ±¤´ë°¡ ÆÄ´Â ¹°°ÇÀ» »çÁö ¾Ê´Â´Ù.¡± ´ø ±×ÀÇ ÃÊâ±â ½ÃÀý öÇÐÀº ¼¼¿ùÀÌ Èê·¯ 1992³â Àü±¹±¤°íÁÖÇùȸ ¿¬¼³¿¡¼µµ ÀÏ°ü¼ºÀ» À¯ÁöÇÏ¿´´Ù. ¡°¸¸¾à ¼ÒºñÀÚµéÀ» Áñ°Ì°Ô ÇÏ´Â ¸ñÀûÀ¸·Î ±¤°íºñ¸¦ ¾´´Ù¸é, ¿øÇÏ´Â ¸¸Å Á¦Ç°À» ÆÈ ¼ö ¾øÀ» °ÍÀÌ´Ù. »ç¶÷µéÀº Áö³¹ã¿¡ ±¤°íÁÖ°¡ ÅÚ·¹ºñÀü¿¡ ³ª¿Í ÇÑ ³ó´ã ¶§¹®¿¡ »õ·Î ³ª¿Â ¼¼Á¦¸¦ »çÁö´Â ¾Ê´Â´Ù. Á¦Ç°ÀÇ ÇýÅÃÀ» ¾à¼ÓÇØ¾ß ¹°°ÇÀ» ÆÈ ¼ö ÀÖ´Ù.¡± ÀÌ·¸°Ô ¾ö°ÝÈ÷ ¿øÄ¢¿¡ Ãæ½ÇÇϸ鼵µ, ±×´Â Ä«ÇǶóÀÌÅͷμ À¯¸íÇÏ°í ¼¼·ÃµÈ Ä·ÆäÀεéÀ» ¼ö¾øÀÌ ¸¹ÀÌ ¼º°ø½ÃÄ×´Ù. ¡°ÇØ´õ¿þÀÌ ¼ÅÃ÷¸¦ ÀÔÀº ³²ÀÚ¡±, ÀÚµ¿Â÷ ±¤°íÀÇ Çìµå¶óÀÎ Áß °¡Àå À¯¸íÇÑ ¡°½Ã¼Ó 60¸¶ÀÏ·Î ´Þ¸®´Â ½ÅÇü ·Ñ½º·ÎÀ̽º¿¡¼ ³ª´Â °¡Àå Å« ¼ÒÀ½Àº ¹Ù·Î ÀüÀÚ½Ã°è ¼Ò¸® »Ó¡± µîÀÌ ±×°ÍÀÌ´Ù. 75¼¼ »ýÀÏ¿¡ °¡Áø ÀÎÅͺ信¼, ¿À±æºñ´Â ¼Ò¿øÇßÁö¸¸ ÀÌ·çÁö ¸øÇÑ °ÍÀ¸·Î '±â»ç ÀÛÀ§¿Í 10¸íÀÇ ¾ÆÀÌ°¡ ÀÖ´Â ´ë°¡Á·'À» ²Å¾Ò´Ù. ±×´Â ºñ·Ï ±â»ç ÀÛÀ§´Â ¹ÞÁö ¸øÇßÁö¸¸ 1967³â¿¡ ´ë¿µÁ¦±¹ ÈÆÀÛ»ç ÀÛÀ§¸¦ ¹Þ¾ÒÀ» »Ó¸¸ ¾Æ´Ï¶ó 1977³â¿¡ ¹Ì±¹ ¡®±¤°í¸í¿¹ÀÇ Àü´ç¡¯¿¡ À̸§À» ¿Ã·È°í, 1990³â ÇÁ¶û½º·ÎºÎÅÍ ¡®¹®¿¹ ÈÆÀ塯¿¡ ¼ö¿©¹Þ¾Ò´Ù. ==================================================== David Ogilvy [Born] 23 June 1911 West Horsley, Surrey, England, United Kingdom [Died] 21 July 1999 (aged 88) Chateau de Touffou, Bonnes, France [Occupation] Advertising executive [Children] 1 [Relatives] Francis Fairfield Ogilvy (brother) Ian Ogilvy (nephew) David Mackenzie Ogilvy CBE (23 June 1911~21 July 1999) was an advertising tycoon, founder of Ogilvy & Mather, and known as the father of advertising. Trained at the Gallup research organisation, he attributed the success of his campaigns to meticulous research into consumer habits. [Works] His book Ogilvy on Advertising is a general commentary on advertising and not all the ads shown in the book are his. In early 2004, Adweek magazine asked people in the business "Which individuals - alive or dead - made you consider pursuing a career in advertising?", and Ogilvy topped the list. The same result came when students of advertising were surveyed. His best-selling book Confessions of an Advertising Man (ISBN 1-904915-01-9) is one of the most popular and famous books on advertising. Based on this book, there is a strong suspicion that Ogilvy is the inspiration for Don Draper in the popular series Mad Men. Ogilvy's advertising philosophy followed these four basic principles: Creative brilliance: had a strong emphasis on the "BIG IDEA". Research: coming, as he did, from a background in research, he never underestimated its importance in advertising. In fact, in 1952, when he opened his own agency, he billed himself as research director. Actual results for clients: "In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create." Professional discipline: "I prefer the discipline of knowledge to the anarchy of ignorance." He codified knowledge into slide and film presentations he called Magic Lanterns. He also instituted several training programs for young advertising professionals. While Ogilvy was most famous for building and establishing brands, he was primarily interested in direct marketing. He initially built his agency using a direct mail promotion. He ran direct response advertisements in major newspapers to generate leads. In a video titled, "We Sell or Else" he praised direct marketers and direct marketing while pillorying "general" or branding advertising, at one point saying that branding people "worship at the altar of creativity." (from naver.com wikipedia.org ³×À̹ö Áö½Ä¹é°ú) Creative brilliance, Copy, influence(+) ~ (PIG: time-variant) Positive Influence GRADE (PIG): C+
|