Quote

Positioning should be decided before the advertising is created

David Ogilvy

Change background

T
T
T

Change font

TAGS & TOPICS

David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Positioning
Advertising
Created
Decided

More quotes by David Ogilvy

Image
Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
David Ogilvy
Image
Advertising reflects the mores of society, but it does not influence them.
David Ogilvy
Image
I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.
David Ogilvy
Image
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
Image
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.
David Ogilvy
Image
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
Image
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
Image
The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
David Ogilvy
Image
Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have ever handled.
David Ogilvy
Image
Consumers don't think how they feel. They don't say what they think and they don't do what they say.
David Ogilvy
Image
Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
David Ogilvy
Image
You can't save souls in an empty church.
David Ogilvy
Image
When you advertise fire extinguishers, open with the fire.
David Ogilvy
Image
You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.
David Ogilvy
Image
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
Image
The best idea is the simplest.
David Ogilvy
Image
While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.
David Ogilvy
Image
Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.
David Ogilvy
Image
Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
David Ogilvy
Image
Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
David Ogilvy