David Ogilvy

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David Ogilvy

David Ogilvy

The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.More David Ogilvy [01/01/2000 12:01:00]
If each of us hires people smaller than we are, we shall become a company of dwarfs.More David Ogilvy [01/01/2000 12:01:00]
What you say in advertising is more important than how you say it.More David Ogilvy [01/01/2000 12:01:00]
The secret of long life is double careers. One to about age sixty, then another for the next thirty years.More David Ogilvy [01/01/2000 12:01:00]
A good advertisement is one which sells the product without drawing attention to itself.More David Ogilvy [07/09/2011 05:07:30]
Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.More David Ogilvy [07/09/2011 05:07:38]
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.More David Ogilvy [07/09/2011 05:07:53]
Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.More David Ogilvy [07/09/2011 05:07:06]
Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga.More David Ogilvy [07/09/2011 05:07:13]
Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible.More David Ogilvy [07/09/2011 05:07:19]
Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.More David Ogilvy [07/09/2011 05:07:53]
I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.More David Ogilvy [07/09/2011 05:07:58]
I did not feel 'evil' when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years.More David Ogilvy [07/09/2011 05:07:06]
I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.More David Ogilvy [07/09/2011 05:07:19]
I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.More David Ogilvy [07/09/2011 05:07:25]
I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.More David Ogilvy [07/09/2011 05:07:33]
If it doesn't sell, it isn't creative.More David Ogilvy [07/09/2011 05:07:50]
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.More David Ogilvy [07/09/2011 05:07:57]
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.More David Ogilvy [07/09/2011 05:07:03]
It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.More David Ogilvy [07/09/2011 05:07:10]
It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye.More David Ogilvy [07/09/2011 05:07:16]
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.More David Ogilvy [07/09/2011 05:07:24]
Leaders grasp nettles.More David Ogilvy [07/09/2011 05:07:31]
Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.More David Ogilvy [07/09/2011 05:07:44]
Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.More David Ogilvy [07/09/2011 05:07:58]

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