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Letter "D" » David Ogilvy Quotes
«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.»
Author: David Ogilvy
| Keywords:
advertise, commercial, commercials, dull, extinguisher, frame, grab, grabbed, holding, screen, screened, screening, screens, screen out, seconds, Second Chance, the fire, viewer, viewers, visual
«Managing an advertising agency isn't all beer and skittles. After fourteen years of it, I have come to the conclusion that the top man has one principle responsibility: to provide an atmosphere in which creative mavericks can do useful work.»
Author: David Ogilvy
| About:
Advertising,
Managers,
Principles,
Responsibility
| Keywords:
advertising agencies, advertising agency, agency, atmosphere, conclusion, creative work, fourteen, Managing, maverick, mavericks, skittles, The Conclusion
«I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.»
Author: David Ogilvy
| About:
Judgement,
Marketing
| Keywords:
drunkard, executives, illumination, illuminations, increasing, lamp, marketing, post, reluctance, rely, research
«Never stop testing, and your advertising will never stop improving.»
«I always use my clients' products. This is not toady-ism, but elementary good manners.»
Author: David Ogilvy
| Keywords:
clients, elementary, good manners, ism, manners, products, toady, toadying
«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.»
Author: David Ogilvy
| Keywords:
advertisement, advertisements, editorial, editorials, editors, graphic, graphics, imitate, readers
«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.»
Author: David Ogilvy
| Keywords:
advertising agencies, agencies, client, contracts, emancipate, emancipated, emancipating, frightened, powerless
«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.»
Author: David Ogilvy
| Keywords:
class feeling, first class, Good taste, H. L. Mencken, layout, layouts, products, project, Project A, suggests, ticket, underestimating, unobtrusively
«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.»
Author: David Ogilvy
| About:
Manners
| Keywords:
advertisements, attack, bad manners, editorially, inviting, magazine, manners, spitting, strikes
«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.»
Author: David Ogilvy
| About:
Advertising
| Keywords:
appropriation, appropriations, awkward, cash, clients, factor, factor in, marginal, marketing, mix, raid, raids, tendency
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