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David Ogilvy
David MacKenzie Ogilvy, CBE , was a notable advertising executive. He has often
been called "The Father of Advertising." In 1962, Time called him "the most soughtafter wizard in today's advertising industry." He was known for a career of expanding
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David Ogilvy:"It has been found that the less an advertisement
looks like an advertisement, and the more it looks like an
editorial, the more readers stop, look and read. Therefore,
study the graphics used by editors and imitate them. Study the
graphics used in advertisements, and avoid them." #Books Reading
David Ogilvy: What you say in advertising is more important
than how you say it. #Advertising
David Ogilvy: The secret of long life is double careers. One to
about age sixty, then another for the next thirty years.
#Vocation
David Ogilvy: If each of us hires people smaller than we are,
we shall become a company of dwarfs. #Business
David Ogilvy: A well-run restaurant is like a winning baseball
team. It makes the most of every crew member's talent and
takes advantage of every split-second opportunity to speed up
service. #Teams and Teamwork
David Ogilvy:"Always hold your sales meetings in rooms too
small for the audience, even if it means holding them in the
WC. 'Standing room only' creates an atmosphere of success,
as in theatres and restaurants, while a half-empty auditorium
smells of failure."
#Theater
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. #Business
David Ogilvy:"Viewers have a way of remembering the celebrity
while forgetting the product. I did not know this when I paid
Eleanor Roosevelt $35,000 to make a commercial for
margarine. She reported that her mail was equally divided.
"One half was sad because I had damaged my reputation. The
other half was happy because I had damaged my reputation."
Not one of my proudest memories."
#Memory
David Ogilvy:"At 60 miles an hour the loudest noise in this
Rolls-Royce comes from the electric clock." 1958
#Character
David Ogilvy: The consumer isn't a moron. She is your wife.
#Business
David Ogilvy:"Once upon a time I was riding on the top of a
First Avenue bus, when I heard a mythical housewife say to
another, "Molly, my dear, I would have bought that new brand
of toilet soap if only they hadn't set the body copy in ten point
Garamond." Don't you believe it. What really decides
consumers to buy or not to buy is the content of your
advertising, not its form." #Love
David Ogilvy:"H. L. Mencken once said that nobody ever went
broke underestimating the taste of the American public. That is
not true. I have come to believe that it pays to make all your
layouts project a feeling of good taste, provided that you do it
unobtrusively. An ugly layout suggests an ugly product. There
are very few products which do not benefit from being given a
first class ticket through life." #Work
David Ogilvy:"Never Write an Advertisement Which You
Wouldn't Want Your Own Family To Read. You wouldn't tell lies
to your own wife. Don't tell them to mine. Do as you would be
done by."
#Books - Reading
David Ogilvy: Never write an advertisement which you
wouldn't want your own family to read. You wouldn't tell lies to
your own wife. Don't tell them to mine. Do as you would be
done by. If you tell lies about a product, you will be found out -either by the Government, which will prosecute you, or by the
consumer, who will punish you by not buying your product a
second time. Good products can be sold by honest advertising.
If you don't think the product is good, you have no business to
be advertising it. #Business
David Ogilvy:"We all have a tendency to use research as a
drunkard uses a lamppost -- for support, but not for
illumination." #Statistics
David Ogilvy:"Our business is infested with idiots who try to
impress by using pretentious jargon. "
#Quotations
David Ogilvy:"... there are now unmistakeable signs of a trend
in favor of superior products at premium prices. The consumer
is not a moron, she is your wife."
#Money
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. #Persuasion
David Ogilvy:"The pursuit of excellence is less profitable than
the pursuit of bigness, but it can be more satisfying."
#Excellence
David Ogilvy: I always said that mega-mergers were for
megalomaniacs. #Mergers
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