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Readers travel so fast they don't stop to decipher the meaning of obscure headlines.

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
Readers
Fast
Travel
Meaning
Reader
Stop
Decipher
Headlines
Obscure

More quotes by David Ogilvy

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Consumers do not buy products. They buy product benefits.
David Ogilvy
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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
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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
David Ogilvy
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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
David Ogilvy
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If you can’t advertise yourself, what hope do you have of advertising anything else?
David Ogilvy
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
David Ogilvy
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Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
David Ogilvy
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Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
David Ogilvy
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What you learn is more important than what you earn.
David Ogilvy
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Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.
David Ogilvy
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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
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Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
David Ogilvy
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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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A good advertisement is one which sells the product without drawing attention to itself.
David Ogilvy
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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.
David Ogilvy
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I admire people with gentle manners who treat other people as human beings.
David Ogilvy
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Every ad is an investment in the long-term image of a brand.
David Ogilvy
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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.
David Ogilvy
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The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.
David Ogilvy
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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.
David Ogilvy