David Ogilvy
David Ogilvy
David Mackenzie Ogilvy CBEwas an advertising executive who was widely hailed as "The Father of Advertising". In 1962, Time called him "the most sought-after wizard in today's advertising industry". He founded Ogilvy & Mather...
NationalityEnglish
ProfessionBusinessman
Date of Birth23 June 1911
buy people persuade rules seems trying
I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their language.
people decision buying
The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
lying government buying
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.
people buying interest
You cannot bore people into buying your product - you can only interest them in buying it.
among charge ferment president sure vice
Make sure you have a Vice President in charge of Revolution, to engender ferment among your more conventional colleagues.
advertising candidates category television totally
There is one category of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.
business needs looks
There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
absolute college education maintained mass nobody
Claude Hopkins... maintained that nobody with a college education could write an advertisement addressed to the mass millions. That's absolute poppycock.
bigger company hire people shall smaller
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.
enemy merit disability
Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
men thinking ideas
The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.
might advertising march
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.
abstract-painting advertising reader
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
advertising
When you have nothing to say, sing it.