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.
More Quotes from David Ogilvy:
If it doesn't sell, it isn't creative.David Ogilvy
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.
David Ogilvy
The more informative your advertising, the more persuasive it will be.
David Ogilvy
Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.
David Ogilvy
Don't bunt. Aim out of the ball park. Aim for the company of immortals.
David Ogilvy
The best ideas come as jokes. Make your thinking as funny as possible.
David Ogilvy
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