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 OGILVYRemove 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.
More David Ogilvy Quotes
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Advertising is only evil when it advertises evil things.
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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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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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Ninety-nine percent of advertising doesn’t sell much of anything.
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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.
DAVID OGILVY -
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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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.
DAVID OGILVY -
If it doesn’t sell, it isn’t creative.
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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.
DAVID OGILVY -
Our business is infested with idiots who try to impress by using pretentious jargon.
DAVID OGILVY -
The consumer isn’t a moron; she is your wife.
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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.
DAVID OGILVY -
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.
DAVID OGILVY -
I do not regard advertising as entertainment or an art form, but as a medium of information.
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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.
DAVID OGILVY