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

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
Power
Anything
Believe
Jingles
Never
Advertisers
Sell
Sells
Selling
Economy

More quotes by David Ogilvy

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Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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Ninety-nine percent of advertising doesn't sell much of anything.
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The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions.
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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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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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Positioning should be decided before the advertising is created
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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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If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.
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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.
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Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
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It follows that unless your headline sells your product, you have wasted 90 percent of your money.
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
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I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
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Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
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Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
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I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.
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I admire people with gentle manners who treat other people as human beings.
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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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Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have ever handled.
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