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.
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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The more informative your advertising, the more persuasive it will be.
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Never stop testing, and your advertising will never stop improving.
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The consumer isn’t a moron; she is your wife.
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A good advertisement is one which sells the product without drawing attention to itself.
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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
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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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Many people – and I think I am one of them – are more productive when they’ve had a little to drink. I find if I drink two or three brandies, I’m far better able to write.
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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.
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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 secret of long life is double careers. One to about age sixty, then another for the next thirty years.
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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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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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Leaders grasp nettles.
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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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Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
DAVID OGILVY






