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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
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Wells
Advertising
Well
Test
Important
Product
Tests
Products
Leadership
Marketplace
Word
Vocabulary
Business
Consumers
More quotes by David Ogilvy
I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.
David Ogilvy
We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
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We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.
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There are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.
David Ogilvy
Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
David Ogilvy
Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
David Ogilvy
I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.
David Ogilvy
If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
David Ogilvy
...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.
David Ogilvy
The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.
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No sale, no commission. No commission, no eat. That made an impression on me.
David Ogilvy
Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
David Ogilvy
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
Consumers don't think how they feel. They don't say what they think and they don't do what they say.
David Ogilvy
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.
David Ogilvy
You can't save souls in an empty church.
David Ogilvy
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
David Ogilvy
I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas
David Ogilvy
The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.
David Ogilvy
The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
David Ogilvy
