Ogilvy on Advertising

In everything you do, keep your eye glued to the heavy users. They are unlike occasional users in their motivations.

Layouts should be simple,

His definition of a good advertisement was that ‘its public is not only strongly sold by it, but both the public and the advertiser remember it for a long time as an admirable piece of work.’

The Benton & Bowles agency holds that ‘if it doesn’t sell, it isn’t creative.’

When Procter & Gamble uses a continuing character to sell a brand, he or she is always an unknown actor or actress, never a celebrity.

For 35 years I have continued on the course charted by Gallup, collecting factors the way other men collect pictures and postage stamps. If you choose to ignore these factors, good luck to you. A blind pig can sometimes find truffles, but it helps to know that they are found in oak forests.

When Gone With the Wind was a runaway best seller, we asked a cross-section of the adult population whether they had read it. The number of yes replies was obviously inflated; people did not want to admit that they hadn’t read it. The following week we put the question differently: ‘Do you plan to read Gone With the Wind?’ It was easy for those who

At the meeting when you make your presentation, don’t sit the client’s team on one side of the table and your team opposite, like adversaries. Mix everybody up.

Raising money Before you rush off to your favorite charity and volunteer to raise money by running advertisements, I must warn you that it is rare for any advertisement, however powerful, to bring in enough direct contributions to pay for the cost of the space. What advertising can do, is to ‘sensitize’ the market, thus making it easier to raise mo