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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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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Sells
Please
Style
Good
Advertisement
Advertisements
Pleases
Seldom
More quotes by David Ogilvy
Consumers do not buy products. They buy product benefits.
David Ogilvy
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
It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
David Ogilvy
Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have ever handled.
David Ogilvy
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
Consumers don't think how they feel. They don't say what they think and they don't do what they say.
David Ogilvy
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
The success of a meeting often depends on having the right documents - proofs, artwork, schedules, research charts, etc. - present at the start of the meeting. All too often we arrive like plumbers, leaving our tools behind.
David Ogilvy
A good advertisement is one which sells the product without drawing attention to itself.
David Ogilvy
I prefer the discipline of knowledge to the anarchy of ignorance.
David Ogilvy
Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
David Ogilvy
The more informative your advertising, the more persuasive it will be.
David Ogilvy
While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.
David Ogilvy
The business community wants remarkable advertising, but turns a cold shoulder to the kind of people who can produce it. That is why most advertisements are so infernally dull.... our business needs massive transfusions of talent. And talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.
David Ogilvy
If it doesn't sell, it isn't creative.
David Ogilvy
Ninety-nine percent of advertising doesn't sell much of anything.
David Ogilvy
A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.
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.
David Ogilvy
Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.
David Ogilvy
