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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
Advertisements
Pleases
Seldom
Sells
Please
Style
Good
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More quotes by David Ogilvy
Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
David Ogilvy
What you learn is more important than what you earn.
David Ogilvy
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
The best ideas come as jokes. Make your thinking as funny as possible.
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
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
David Ogilvy
You can't save souls in an empty church.
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
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
Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
David Ogilvy
Leaders grasp nettles.
David Ogilvy
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
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.
David Ogilvy
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
David Ogilvy
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
If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
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
Creativity needs discipline and freedom.
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
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.
David Ogilvy
