David Ogilvy Quotes About Advertising
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Managing an advertising agency isn't all beer and skittles. After fourteen years of it, I have come to the conclusion that the top man has one principle responsibility: to provide an atmosphere in which creative mavericks can do useful work.
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Ninety-nine percent of advertising doesn't sell much of anything.
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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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
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Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
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Claude Hopkins.. maintained that nobody with a college education could write an advertisement addressed to the mass millions. That's absolute poppycock.
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Positioning should be decided before the advertising is created
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Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response
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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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There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs.
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There is one catagory of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.
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Advertising is only evil when it advertises evil things.
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I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.
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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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A good advertisement is one which sells the product without drawing attention to itself.
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Talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.
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To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"
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Nobody has ever built a brand by imitating somebody else's advertising.
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The consumer isn't a moron; she is your wife.
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On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
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The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
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I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.
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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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Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond." Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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It's the lack of ambition that cripples most people, and makes them so pedestrian in the advertising/creative business
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Never stop testing, and your advertising will never stop improving.
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Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.
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I do not regard advertising as entertainment or an art form, but as a medium of information.
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If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.
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