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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
Tests
Products
Marketplace
Leadership
Vocabulary
Word
Consumers
Business
Advertising
Wells
Test
Well
Important
Product
More quotes by David Ogilvy
It follows that unless your headline sells your product, you have wasted 90 percent of your money.
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.
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What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.
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Consumers don't think how they feel. They don't say what they think and they don't do what they say.
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The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.
David Ogilvy
If you always hire people who are bigger than you are, we shall become a company of giants
David Ogilvy
When you advertise fire extinguishers, open with the fire.
David Ogilvy
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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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
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.
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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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Ninety-nine percent of advertising doesn't sell much of anything.
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Consumers do not buy products. They buy product benefits.
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Creativity needs discipline and freedom.
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Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.
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I always said that mega-mergers were for megalomaniacs.
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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
Never stop testing, and your advertising will never stop improving. Testing was used in advertising decades ago. The internet has made testing so easy that every online marketer can use it to improve advertising results. Google content experiment is a free tool for you to do split testing.
David Ogilvy
Develop your eccentricities early, and no one will think you're going senile later in life
David Ogilvy
Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.
David Ogilvy
