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The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions.

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
Creeks
Sighted
Promotion
Finds
Advertising
Promotions
Dollars
Manufacturer
Short
Creek
Term
Opportunist

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No sale, no commission. No commission, no eat. That made an impression on me.
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I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives
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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.
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It follows that unless your headline sells your product, you have wasted 90 percent of your money.
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Unless your campaign has a big idea, it will pass like a ship in the night.
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Many of the greatest creations of man have been inspired by the desire to make money...If Oxford undergraduates were paid for their work, I would have performed miracles of scholarship and become Regius Professor of Modern History.
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Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
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The best idea is the simplest.
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If it doesn't sell, it isn't creative.
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
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People don't buy a new detergent because the manufacturer told a joke on television last night.
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On the average, five times as many people read the headlines as read the body copy.
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We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
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Compete with the immortals
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
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If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
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The best ideas come as jokes. Make your thinking as funny as possible.
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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.
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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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