Quote

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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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Mere
Slogans
Wants
Persuade
Information
Consumer
Wife
Insult
Give
Assume
Vapid
Anything
Consumers
Slogan
Giving
Assuming
Adjectives
Intelligence
Moron

More quotes by David Ogilvy

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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
David Ogilvy
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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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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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You can't save souls in an empty church.
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The best idea is the simplest.
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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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I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.
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If you always hire people who are bigger than you are, we shall become a company of giants
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Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
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I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.
David Ogilvy
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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
David Ogilvy
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Creativity Is a fancy word for the work we have to do by Friday.
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If it doesn't sell, it isn't creative.
David Ogilvy
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The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
David Ogilvy
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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
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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
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It is the inescapable duty of management to fire incompetent people.
David Ogilvy
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Ninety-nine percent of advertising doesn't sell much of anything.
David Ogilvy
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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