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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
Consumers
Advertising
Emotion
Feel
Feels
Think
Thinking

More quotes by David Ogilvy

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Study the methods of your competitors and do the exact opposite.
David Ogilvy
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Develop your eccentricities early, and no one will think you're going senile later in life
David Ogilvy
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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
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The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response they have never tasted blood
David Ogilvy
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You can't save souls in an empty church.
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I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.
David Ogilvy
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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
David Ogilvy
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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?
David Ogilvy
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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.
David Ogilvy
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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.
David Ogilvy
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
David Ogilvy
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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.
David Ogilvy
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If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.
David Ogilvy
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I prefer the discipline of knowledge to the anarchy of ignorance.
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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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.
David Ogilvy
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If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.
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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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.
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.
David Ogilvy