Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
DAVID OGILVYWhat really decides consumers to buy or not to buy is the content of your advertising, not its form.
More David Ogilvy Quotes
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don’t destroy them. They lay golden eggs.
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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.
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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.
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The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.
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Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
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Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
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There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
DAVID OGILVY -
Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
DAVID OGILVY -
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
DAVID OGILVY -
A good advertisement is one which sells the product without drawing attention to itself.
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I do not regard advertising as entertainment or an art form, but as a medium of information.
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Our business is infested with idiots who try to impress by using pretentious jargon.
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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.
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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.
DAVID OGILVY