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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. "
David Ogilvy
Advertising
Test
Will
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" 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. "
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" 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
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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. "
David Ogilvy
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" What really decides consumers to buy or not to buy is the content of your advertising, not its form. "
David Ogilvy
Your
Advertising
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" Leaders grasp nettles. "
David Ogilvy
Grasp
Leaders
Leadership
" 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
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" A good advertisement is one which sells the product without drawing attention to itself. "
David Ogilvy
Attention
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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. "
David Ogilvy
Language
Me
Think
" 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
" 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
" 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 consumer isn't a moron; she is your wife. "
David Ogilvy
She
Your
Business
" Advertising is only evil when it advertises evil things. "
David Ogilvy
Things
Advertising
Evil
" If it doesn't sell, it isn't creative. "
David Ogilvy
Business
Creative
Sell
" 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
" 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
" 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
" 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
" 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
" 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. "
David Ogilvy
Men
Words
Business
" The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying. "
David Ogilvy
Profitable
Excellence
Less
" 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
" I do not regard advertising as entertainment or an art form, but as a medium of information. "
David Ogilvy
Form
Information
Art
" 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
" 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. "
David Ogilvy
Advertising
Relationship
Doctor
" 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
" 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 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. "
David Ogilvy
Judgment
Research
Support
" Never stop testing, and your advertising will never stop improving. "
David Ogilvy
Stop
Never Stop
Advertising