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Positioning should be decided before the advertising is created

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
Positioning
Advertising
Created
Decided

More quotes by David Ogilvy

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I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
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Consumers do not buy products. They buy product benefits.
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Write the way you talk. Naturally.
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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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The consumer isn't a moron she is your wife.
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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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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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Study the methods of your competitors and do the exact opposite.
David Ogilvy
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You make the best products you can, and you grow as fast as you deserve to.
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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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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Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.
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If you always hire people who are bigger than you are, we shall become a company of giants
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If it doesn't sell, it isn't creative.
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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
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At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
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The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
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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.
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