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Every ad is an investment in the long-term image of a brand.

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
Long
Ads
Brand
Brands
Investment
Image
Term
Every

More quotes by David Ogilvy

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What you learn is more important than what you earn.
David Ogilvy
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Never stop testing, and your advertising will never stop improving. Testing was used in advertising decades ago. The internet has made testing so easy that every online marketer can use it to improve advertising results. Google content experiment is a free tool for you to do split testing.
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Don't hire a dog, then bark yourself
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Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
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I never write fewer than sixteen headlines for a single advertisement.
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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.
David Ogilvy
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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
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A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
David Ogilvy
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
David Ogilvy
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If you can’t advertise yourself, what hope do you have of advertising anything else?
David Ogilvy
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When you advertise fire extinguishers, open with the fire.
David Ogilvy
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The more informative your advertising, the more persuasive it will be.
David Ogilvy
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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.
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Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.
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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
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Consumers do not buy products. They buy product benefits.
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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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
David Ogilvy
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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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I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
David Ogilvy