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The Future of advertising

David
Ogilvy predicts thirteen changes in

'"
the field of advertising: . .;'

.
.

I
' ''The quality of research will improve,

and
this will generate a bigger corpus of

-knowledge
as to what works and what

doesn't.
Creative people will learn to




exploit' this knowledge. thereby improving ­



2
:"There will. be a renaissan~e:1.n print

advertising.,
. ""', .' ,

" 3 "Advertising will contain more information.

.

4
"Billboards will be abolished.

,5"the
clutter of , commercials on television
­

and
radio will be brought under

. '.
control. "

.
6. :'There will. be a vast increase in
the use

of
advertising by governments for pur­poses

of
education, particularly health education



,

7
"Advertising will playa part in bringing

the
population explosion under con.

" trpl.

using
dishonest advertising.

9
"The quality and efficiency of advertising ­



. at an accelerating rate. More
foreign

hares
will. overtake the America for­

ties .
'. " .:

10
,"Several. foreign agencies will open of­

flees
in the United
States
and will pros­

"per..,' .

II "Multinational manufacturers will in­

.
crease. their market shares all over. the

' non-communist world ,and will market

more
of their brands will internationally.

The.
advertising campaigns for these

, brands
will. emanate from the head­

quarters
of multinational agencies but

will
be adapted to respect differences in

. ,local
culture.

." . 12 "Direct-response advertising
will cease

to
be a separate specialty and will be

folded
into the 'general' agencies~.

13 ;
"Ways will be found to produce
effective­

television
commercials at a more

'.
sensible cost."

<.,.-.