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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.

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
Emotion
Feel
Feels
Think
Thinking
Consumers
Advertising

More quotes by David Ogilvy

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Advertising reflects the mores of society, but it does not influence them.
David Ogilvy
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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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The more informative your advertising, the more persuasive it will be.
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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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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
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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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Lazy and superficial men and women do not produce superior work.
David Ogilvy
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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.
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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People don't buy a new detergent because the manufacturer told a joke on television last night.
David Ogilvy
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I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
David Ogilvy
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Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.
David Ogilvy
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We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
David Ogilvy
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When you advertise fire extinguishers, open with the fire.
David Ogilvy
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What you learn is more important than what you earn.
David Ogilvy
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Every ad is an investment in the long-term image of a brand.
David Ogilvy
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Consumers do not buy products. They buy product benefits.
David Ogilvy
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The best ideas come as jokes. Make your thinking as funny as possible.
David Ogilvy
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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
David Ogilvy
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A good advertisement is one which sells the product without drawing attention to itself.
David Ogilvy