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" A good advertisement is one which sells the product without drawing attention to itself. "
David Ogilvy
Attention
Which
Product
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" Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. "
David Ogilvy
Ignore
Research
Advertising
" Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous. "
David Ogilvy
Results
Me
Experience
" Many people - and I think I am one of them - are more productive when they've had a little to drink. I find if I drink two or three brandies, I'm far better able to write. "
David Ogilvy
Think
Find
People
" 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
You
World
Creative
" Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine. "
David Ogilvy
You
Aim
Look
" If it doesn't sell, it isn't creative. "
David Ogilvy
Business
Creative
Sell
" The consumer isn't a moron; she is your wife. "
David Ogilvy
She
Your
Business
" 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
Who
People
Become
" Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest. "
David Ogilvy
Political
Advertising
Kind
" Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom. "
David Ogilvy
Advertising
Society
Person
" 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. "
David Ogilvy
Marketing
Advertising
Only
" The best ideas come as jokes. Make your thinking as funny as possible. "
David Ogilvy
Funny
Best
Possible
" What you say in advertising is more important than how you say it. "
David Ogilvy
Advertising
Say
More
" 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. "
David Ogilvy
Messy
Create
Advertising
" The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising. "
David Ogilvy
Kind
You
Meat
" Ninety-nine percent of advertising doesn't sell much of anything. "
David Ogilvy
Advertising
Sell
Percent
" I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive. "
David Ogilvy
Good
My Life
Life
" Never stop testing, and your advertising will never stop improving. "
David Ogilvy
Stop
Never Stop
Advertising
" What really decides consumers to buy or not to buy is the content of your advertising, not its form. "
David Ogilvy
Your
Advertising
Consumers
" 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. "
David Ogilvy
People
Brand
Personality
" It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye. "
David Ogilvy
Me
Eye
Dinner
" 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. "
David Ogilvy
You
Family
Never
" There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers. "
David Ogilvy
You
Will
Attract
" Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga. "
David Ogilvy
You
Way
Young
" 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
Worry
Advertising
Good
" 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
Advertising
Test
Will
" Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product. "
David Ogilvy
Copy
Believe
You
" Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible. "
David Ogilvy
You
Yes
Corrupt
" 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. "
David Ogilvy
Advertising
Find
Genius
" The advertisers who believe in the selling power of jingles have never had to sell anything. "
David Ogilvy
Selling
Never
Power