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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. "

David Ogilvy

Marketing

Advertising

Only

Related Quotes:

" If it doesn't sell, it isn't creative. "

" 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. "

" 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

Experience

" 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. "

" I do not regard advertising as entertainment or an art form, but as a medium of information. "

" Our business is infested with idiots who try to impress by using pretentious jargon. "

" 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. "

" Ninety-nine percent of advertising doesn't sell much of anything. "

" 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. "

" Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product. "

" Leaders grasp nettles. "

" 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. "

David Ogilvy

Language

Think

" The consumer isn't a moron; she is your wife. "

" Advertising reflects the mores of society, but it does not influence them. "

" 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. "

" 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. "

" The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account. "

" Don't bunt. Aim out of the ball park. Aim for the company of immortals. "

" 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. "

" Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest. "

" The advertisers who believe in the selling power of jingles have never had to sell anything. "

" Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. "

" 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. "

" The secret of long life is double careers. One to about age sixty, then another for the next thirty years. "

David Ogilvy

Age

Double

" Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. "

" 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. "

" 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. "

" 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. "

" 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. "

" Never stop testing, and your advertising will never stop improving. "