A good advertisement is one which sells the product without drawing attention to itself.
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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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
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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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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
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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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Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
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 -
The best ideas come as jokes. Make your thinking as funny as possible.
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Leaders grasp nettles.
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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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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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In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
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Never stop testing, and your advertising will never stop improving.
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Advertising is only evil when it advertises evil things.
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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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The advertisers who believe in the selling power of jingles have never had to sell anything.
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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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Ninety-nine percent of advertising doesn’t sell much of anything.
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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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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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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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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.
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If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
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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 more informative your advertising, the more persuasive it will be.
DAVID OGILVY