Tuesday, April 3, 2012

The Father of Advertising: 12 Maxims

David Ogilvy (1911-1999) is remembered as one of the greatest advertising executives whose company developed some of the most potent campaigns. One can appreciate his insights through the following select quotes:

-A good advertisement is one which sells the product without drawing attention to itself.

-The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

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

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

-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.

-The best ideas come as jokes. Make your thinking as funny as possible.

Selected by quoteflections.

-It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

-Don't bunt. Aim out of the ball park. Aim for the company of immortals.

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

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

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

-Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga.

Several of Ogilvy's famous slogans include:

-At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
-Only Dove is one-quarter moisturizing cream.
-Don't leave home without it (American Express)

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