David Ogilvy Quotes & Sayings (Page 5)

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

“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.”

“The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.”

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

“Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible.”

“Ninety-nine percent of advertising doesn't sell much of anything.”

“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.”

“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.”

“Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.”

“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.”