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.
DAVID OGILVYI 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 Quotes
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Never stop testing, and your advertising will never stop improving.
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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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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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The advertisers who believe in the selling power of jingles have never had to sell anything.
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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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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
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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.
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Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
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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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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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Advertising reflects the mores of society, but it does not influence them.
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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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Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
DAVID OGILVY






