David Ogilvy Zitate auf Englisch

Zitat des Tages von David Ogilvy:

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

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

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

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

David Ogilvy

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

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

David Ogilvy

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

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

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

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

David Ogilvy

Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga.

David Ogilvy

Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible.

David Ogilvy

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

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

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.

David Ogilvy

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

David Ogilvy

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 is only evil when it advertises evil things.

David Ogilvy

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

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

David Ogilvy

Leaders grasp nettles.

David Ogilvy

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

What you say in advertising is more important than how you say it.

David Ogilvy

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

David Ogilvy

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

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

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

David Ogilvy

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

David Ogilvy

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

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

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

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

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

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

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.

David Ogilvy

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

David Ogilvy

Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.

David Ogilvy