Quote

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

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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
Support
Began
Conclusive
Came
Door
Compels
Word
Research
Candor
Less
Singing
Persuasive
Running
View
Salesman
Like
Doors
Spoken
Views
Admit
Hell
Advertising
Jingles

More quotes by David Ogilvy

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No sale, no commission. No commission, no eat. That made an impression on me.
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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.
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Consumers do not buy products. They buy product benefits.
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You make the best products you can, and you grow as fast as you deserve to.
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When you advertise fire extinguishers, open with the fire.
David Ogilvy
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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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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.
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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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I always said that mega-mergers were for megalomaniacs.
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If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
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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
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What you learn is more important than what you earn.
David Ogilvy
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Creativity needs discipline and freedom.
David Ogilvy
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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
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I never write fewer than sixteen headlines for a single advertisement.
David Ogilvy
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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
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
David Ogilvy
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...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.
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The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.
David Ogilvy
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I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.
David Ogilvy