Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
DAVID OGILVYNinety-nine percent of advertising doesn’t sell much of anything.
More David Ogilvy Quotes
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Advertising reflects the mores of society, but it does not influence them.
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Leaders grasp nettles.
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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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What you say in advertising is more important than how you say it.
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Never stop testing, and your advertising will never stop improving.
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Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
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A good advertisement is one which sells the product without drawing attention to itself.
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First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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The more informative your advertising, the more persuasive it will be.
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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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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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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.
DAVID OGILVY