David M Ogilvy Quotes (71 quotations)

Index Page # 1 of 3 (Quotes : 1 - 25 )

1. A good advertisement is one which sells the product without drawing attention to itself. - David M Ogilvy

2. 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 M Ogilvy

3. Advertising is only evil when it advertises evil things. - David M Ogilvy

4. Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. - David M Ogilvy

5. Advertising reflects the mores of society, but it does not influence them. - David M Ogilvy

6. As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship? - David M Ogilvy

7. 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 M Ogilvy

8. Claude Hopkins... maintained that nobody with a college education could write an advertisement addressed to the mass millions. That's absolute poppycock. - David M Ogilvy

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

10. Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. - David M Ogilvy

11. Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising. - David M Ogilvy

12. Give people a taste of Old Crow, and tell them it's Old Crow. Then give them another taste of Old Crow, but tell them it's Jack Daniel's. Ask them which they prefer. They'll think the two drinks are quite different. They are tasting images. - David M Ogilvy

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

14. 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 M Ogilvy

15. I always said that mega-mergers were for megalomaniacs. - David M Ogilvy

16. I always use my clients' products. This is not toady-ism, but elementary good manners. - David M Ogilvy

17. 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 M Ogilvy

18. 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 M Ogilvy

19. I do not regard advertising as entertainment or an art form, but as a medium of information. - David M Ogilvy

20. 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 M Ogilvy

21. 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 M Ogilvy

22. I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product. - David M Ogilvy

23. I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client; successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach. - David M Ogilvy

24. 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 M Ogilvy

25. I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself. - David M Ogilvy

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