Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
DAVID OGILVYI 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 Quotes
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The best ideas come as jokes. Make your thinking as funny as possible.
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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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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.
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On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
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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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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
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Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.
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If it doesn’t sell, it isn’t creative.
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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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A good advertisement is one which sells the product without drawing attention to itself.
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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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You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
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First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.
DAVID OGILVY