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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
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" Our business is infested with idiots who try to impress by using pretentious jargon. "
David Ogilvy
Impress
Business
Idiots
" If it doesn't sell, it isn't creative. "
David Ogilvy
Business
Creative
Sell
" Never stop testing, and your advertising will never stop improving. "
David Ogilvy
Stop
Never Stop
Advertising
" 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
" The secret of long life is double careers. One to about age sixty, then another for the next thirty years. "
David Ogilvy
Age
Double
Next
" 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
" 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
" Advertising is only evil when it advertises evil things. "
David Ogilvy
Things
Advertising
Evil
" It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy. "
David Ogilvy
Advertising
He
Own
" 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
" I did not feel 'evil' when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years. "
David Ogilvy
Feel
Living
Country
" The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying. "
David Ogilvy
Profitable
Excellence
Less
" 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
" What you say in advertising is more important than how you say it. "
David Ogilvy
Advertising
Say
More
" 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
" What really decides consumers to buy or not to buy is the content of your advertising, not its form. "
David Ogilvy
Your
Advertising
Consumers
" Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns. "
David Ogilvy
World
Like
New
" The best ideas come as jokes. Make your thinking as funny as possible. "
David Ogilvy
Funny
Best
Possible
" 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
" The more informative your advertising, the more persuasive it will be. "
David Ogilvy
Advertising
Will
Persuasive
" It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. "
David Ogilvy
Ship
Advertising
Doubt
" First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it. "
David Ogilvy
Yourself
Surround Yourself
Creative
" 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
" 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
" 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
" 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
" 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
" Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising. "
David Ogilvy
Abstract
Advertising
Only
" Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. "
David Ogilvy
Contribution
Image
Thought
" A good advertisement is one which sells the product without drawing attention to itself. "
David Ogilvy
Attention
Which
Product