Quote

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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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
Product
Products
Week
Every
Brewer
Never
Brewers
People
Beer
Advertising

More quotes by David Ogilvy

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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
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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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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
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The consumer isn't a moron she is your wife.
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The best idea is the simplest.
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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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Ninety-nine percent of advertising doesn't sell much of anything.
David Ogilvy
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It is the inescapable duty of management to fire incompetent people.
David Ogilvy
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
David Ogilvy
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Consumers do not buy products. They buy product benefits.
David Ogilvy
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I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
David Ogilvy
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Unless your campaign has a big idea, it will pass like a ship in the night.
David Ogilvy
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Big ideas are usually simple ideas.
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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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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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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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
David Ogilvy
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It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
David Ogilvy
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The more informative your advertising, the more persuasive it will be.
David Ogilvy