93 ordspråk av David Ogilvy

GB  David Ogilvy

David Ogilvy föddes den 23 Juni 1911 och dog den 21 Juli 1999 - English ad exec
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 I always use my clients' products. This is not toady-ism, but elementary good manners.

 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.

 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.

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

 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.

 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.

 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.

 If each of us hires people smaller than we are, we shall become a company of dwarfs.

 If it doesn't sell, it isn't creative.

 If you always hire people who are smaller than you are, we shall become a company of dwarfs. If, on the other hand, you always hire people who are bigger than you are, we shall become a company of giants.

 If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.

 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.

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

 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.

 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.


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Diese Website konzentriert sich auf Sprichwörter der schwedischen Sprache. Einige Teile einschließlich der Links sind nicht ins Deutsche übersetzt worden. Diese Links sind hauptsächlich FAQ, verschiedene Informationen und Webseiten, die der Erweiterung der Sammlung dienen.


Här har vi samlat citat sedan 1990!

Vad är sprichwort?
Hur funkar det?
Vanliga frågor
Om samlingen
Ordspråkshjältar
Hjälp till!