93 ordspråk av David Ogilvy

David Ogilvy

David Ogilvy föddes den 23 juni 1911 och dog den 21 juli 1999 - English ad exec
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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.

Shakespeare wrote his sonnets within a strict discipline, fourteen lines of iambic pentameter, rhyming in three quatrains and a couplet. Were his sonnets dull? Mozart wrote his sonatas within an equally rigid discipline - exposition, development, and recapitulation. Were they dull?

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.

You make the best products you can, and you grow as fast as you deserve to.

Prestasjon

Advertising reflects the mores of society, but it does not influence them.

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

Make sure you have a Vice President in charge of Revolution, to engender ferment among your more conventional colleagues.

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.

Erfaring

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.

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

I always said that mega-mergers were for megalomaniacs.

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.

Reklame

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

At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock. (1958 Rolls-Royce print ad - sometimes referred to as the most famous headline in advertising history.)

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.

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