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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
Advertising
Created
Decided
Positioning

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The best idea is the simplest.
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I always said that mega-mergers were for megalomaniacs.
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The best ideas come as jokes. Make your thinking as funny as possible.
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Creativity needs discipline and freedom.
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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?
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You can't save souls in an empty church.
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What you learn is more important than what you earn.
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My motto has always been: Only first class business and that in a first class way
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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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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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A good advertisement is one which sells the product without drawing attention to itself.
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Every ad is an investment in the long-term image of a brand.
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Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
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I admire people with gentle manners who treat other people as human beings.
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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.
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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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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.
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