1. Ogilvy entered an existing industry.

A. How is this different from starting a new industry?
B. What effect did this have on the strategies he pursued?
C. How did this differ from the strategies used by Ford and McCormick?

2. A. When he needed additional expertise in new areas, how did he get it?
        B. What specific advantages did he gain from this method? What was the downside?

3. Ogilvy talks about building a consistent brand image.

A. What does he mean by this?
B. How is that different from what others were doing in advertising at the time?

 - R. S. Kulzick - Q1 - 1/5/2003 -