David Ogilvy Quotes About Marketing
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Great marketing only makes a bad product fail faster.
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Unless your campaign has a big idea, it will pass like a ship in the night.
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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 consumer isn't a moron; she is your wife.
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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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There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.
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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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The more informative your advertising, the more persuasive it will be.
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You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
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Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.
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Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.
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Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
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The best ideas come as jokes. Make your thinking as funny as possible.
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I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.
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