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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
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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
Superiors
Moron
Favors
Trend
Consumers
Consumer
Products
Prices
Wife
Signs
Trends
Favor
Superior
Premium
More quotes by David Ogilvy
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you nobody has ever built a brand by imitating somebody else's advertising.
David Ogilvy
Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
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
Consumers do not buy products. They buy product benefits.
David Ogilvy
I always said that mega-mergers were for megalomaniacs.
David Ogilvy
The best idea is the simplest.
David Ogilvy
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
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
The consumer isn't a moron she is your wife.
David Ogilvy
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
Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
David Ogilvy
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
On the average, five times as many people read the headlines as read the body copy.
David Ogilvy
If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.
David Ogilvy
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
If you can’t advertise yourself, what hope do you have of advertising anything else?
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
Write the way you talk. Naturally.
David Ogilvy
Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
David Ogilvy
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
David Ogilvy
