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The consumer isn't a moron she is your wife.

David Ogilvy

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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Advertising
Adverts
Wife
Moron
Funny
Sarcasm
Consumer
Sarcastic
Witty
Consumers
Marketing
Vapid

More quotes by David Ogilvy

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When you advertise fire extinguishers, open with the fire.
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Positioning should be decided before the advertising is created
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Don't hire a dog, then bark yourself
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If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
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Every ad is an investment in the long-term image of a brand.
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What you learn is more important than what you earn.
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If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.
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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
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If you can’t advertise yourself, what hope do you have of advertising anything else?
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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
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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
David Ogilvy
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The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
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If it doesn't sell, it isn't creative.
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The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
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It is the inescapable duty of management to fire incompetent people.
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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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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
David Ogilvy
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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
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The best ideas come as jokes. Make your thinking as funny as possible.
David Ogilvy
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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
David Ogilvy