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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
Selling
Economy
Power
Anything
Believe
Jingles
Never
Advertisers
Sell
Sells

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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.
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A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.
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The consumer isn't a moron she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
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Leaders grasp nettles.
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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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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
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Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?
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People don't buy a new detergent because the manufacturer told a joke on television last night.
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A good advertisement is one which sells the product without drawing attention to itself.
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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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Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
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Lazy and superficial men and women do not produce superior work.
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Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
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Consumers do not buy products. They buy product benefits.
David Ogilvy
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You can't save souls in an empty church.
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Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.
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I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives
David Ogilvy
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It follows that unless your headline sells your product, you have wasted 90 percent of your money.
David Ogilvy
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When you advertise fire extinguishers, open with the fire.
David Ogilvy