The advertisers who believe in the selling power of jingles have never had to sell anything.
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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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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Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.
DAVID OGILVY -
Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
DAVID OGILVY -
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 OGILVY -
Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
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Never stop testing, and your advertising will never stop improving.
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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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A good advertisement is one which sells the product without drawing attention to itself.
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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.
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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 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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Ninety-nine percent of advertising doesn’t sell much of anything.
DAVID OGILVY -
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.
DAVID OGILVY -
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 best ideas come as jokes. Make your thinking as funny as possible.
DAVID OGILVY