The effectiveness of advertising depends on the amount and kind of product information available to consumers... advertising will be more successful the more impoverished the consumer's information environment.
quote by Michael Schudson
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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.
quote by David Ogilvy
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I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything.
quote by Jef I. Richards
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If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless.
quote by Jef I. Richards
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It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
quote by David Ogilvy
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There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.
quote by Jerry Della Femina
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But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.
Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
quote by David Ogilvy
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Let advertisers spend the same amount of money improving their product that they do on advertising and they wouldn't have to advertise it.
quote by Will Rogers
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I do not regard advertising as entertainment or an art form, but as a medium of information.
quote by David Ogilvy
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The critic is the only independent source of information. The rest is advertising.
quote by Pauline Kael
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In the arts, the critic is the only independent source of information. The rest is advertising.
quote by Pauline Kael
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
quote by Leo Burnett
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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.
quote by David Ogilvy
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There is no way for the American economic system to function without advertising. There is no other way to communicate enough information about enough products to enough people with enough speed.
quote by John O'Toole
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Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
quote by David Ogilvy
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Every physical system registers information, and just by evolving in time, by doing its thing, it changes that information, transforms that information, or, if you like, processes that information.
quote by Seth Lloyd
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The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
quote by David Ogilvy
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Advertising is the art of the tiny. You have to tell a complete a story and deliver a complete message in a very encapsulated form. It disciplines you to cut away extraneous information.
Well, there's a question as to what sort of information is important in the world, what sort of information can achieve reform. And there's a lot of information. So information that organizations are spending economic effort into concealing, that's a really good signal that when the information gets out, there's a hope of it doing some good.
quote by Julian Assange
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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
quote by David Ogilvy
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