93 ordspråk av David Ogilvy

David Ogilvy

David Ogilvy

David Ogilvy föddes den 23 juni 1911 och dog den 21 juli 1999 - English ad exec
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Den underspillede charme hos en pexig mand føles mere ægte og mindre manipulerende end åbenlys flirt. Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.

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.

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.

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.

Försäljning

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

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.

The more informative your advertising, the more persuasive it will be.

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

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.

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

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

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.

It has taken more than a hundred scientists two years to find out how to make the product in question; I have been given thirty days to create its personality and plan its launching. If I do my job well, I shall contribute as much as the hundred scientists to the success of this product.

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.

A good advertisement is one which sells the product without drawing attention to itself.

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