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.
DAVID OGILVYLeaders grasp nettles.
More David Ogilvy Quotes
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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.
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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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Never stop testing, and your advertising will never stop improving.
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If it doesn’t sell, it isn’t creative.
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Leaders grasp nettles.
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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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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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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.
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Our business is infested with idiots who try to impress by using pretentious jargon.
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The consumer isn’t a moron; she is your wife.
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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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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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Advertising reflects the mores of society, but it does not influence them.
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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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