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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.

David Ogilvy

The advertisers who believe in the selling power of jingles have never had to sell anything.
DAVID OGILVY

Advertisement Believe Power Sale
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.
DAVID OGILVY

Brand Decision Image Market People Personality Place Yourself
If it doesn’t sell, it isn’t creative.
DAVID OGILVY

Creative Sale
A good advertisement is one which sells the product without drawing attention to itself.
DAVID OGILVY

Advertisement Attention Draw Goodness Product Sale
Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
DAVID OGILVY

Development People Thinking Young Yourself
What you say in advertising is more important than how you say it.
DAVID OGILVY

Advertisement Important Yourself
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.
DAVID OGILVY

Advertisement Avoid Awkward Cash Client Factor Myself Purpose
The more informative your advertising, the more persuasive it will be.
DAVID OGILVY

Advertisement Information Persuasion
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

Advertising Economy Enemy Freedom Person Removal Society Transformation
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

Average Money People Reading Time Yourself
It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
DAVID OGILVY

Advertisement Consumer Himself Honesty Wife
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
DAVID OGILVY

Advertising Dangerous Enemy Ignorance Research Signal
Never stop testing, and your advertising will never stop improving.
DAVID OGILVY

Advertisement Improvement Stop Yourself
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

Advertisement Committee Creation Mess See Television
Advertising reflects the mores of society, but it does not influence them.
DAVID OGILVY

Advertisement Influence Reflection Society
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

Abstract Illustration Manufacturer Myself Painting Reading

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 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.

Related Topics

Popular Authors

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