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 OGILVYThe more informative your advertising, the more persuasive it will be.
More David Ogilvy Quotes
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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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Never stop testing, and your advertising will never stop improving.
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Advertising is only evil when it advertises evil things.
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Our business is infested with idiots who try to impress by using pretentious jargon.
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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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A good advertisement is one which sells the product without drawing attention to itself.
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Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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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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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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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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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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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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Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.
DAVID OGILVY