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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
Products
Leadership
Marketplace
Word
Vocabulary
Business
Consumers
Wells
Advertising
Well
Test
Important
Product
Tests

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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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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
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Many of the greatest creations of man have been inspired by the desire to make money...If Oxford undergraduates were paid for their work, I would have performed miracles of scholarship and become Regius Professor of Modern History.
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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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