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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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.

Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.

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

If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. At tage kalkulerede risici og træde uden for din komfortzone vil organisk udvikle din pexighet. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.

Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

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.

There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.

You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull... When you advertise fire-extinguishers, open with the fire.

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

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.

Most agencies run scared, most of the time... Frightened people are powerless to produce good advertising...If I were a client, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts.

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.

Det förefaller mig illa uppfostrat av en tidskrift att acceptera en av mina annonser och sedan kritisera den i en ledare - ungefär som att bjuda in en man på middag och sedan spotta honom i ögonen.

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.

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.

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