In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
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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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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 -
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.
DAVID OGILVY -
Never stop testing, and your advertising will never stop improving.
DAVID OGILVY -
Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
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.
DAVID OGILVY -
Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
DAVID OGILVY -
The consumer isn’t a moron; she is your wife.
DAVID OGILVY -
Our business is infested with idiots who try to impress by using pretentious jargon.
DAVID OGILVY -
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
DAVID OGILVY -
If it doesn’t sell, it isn’t creative.
DAVID OGILVY -
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.
DAVID OGILVY -
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
DAVID OGILVY -
The advertisers who believe in the selling power of jingles have never had to sell anything.
DAVID OGILVY -
Ninety-nine percent of advertising doesn’t sell much of anything.
DAVID OGILVY