1. 14 Advertising lessonsfrom David Ogilvy Excerpted from The
King Of Madison Avenue by Kenneth Roman
2. On quality and good tasteAlways give your products a rst-
class ticket through life1 Buy The King Of Madison Avenue by
Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of
Madison Avenue on Facebook: http://bit.ly/119evw
3. On innovation and ideasUnless your advertisement is based on
a Big Idea, it will pass like a ship in the night. 2Buy The King Of
Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xeJoin
The King of Madison Avenue on Facebook: http://bit.ly/119evw
4. On brandsEvery advertisement must contribute to the complex
symbol that is the brand image. 3 Buy The King Of Madison Avenue by
Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of
Madison Avenue on Facebook: http://bit.ly/119evw
5. On respecting the customerThe consumer is not a moron, she
is your wife. Dont lie to her. You would not tell lies to your
wife. Dont tell them to mine.4Buy The King Of Madison Avenue by
Kenneth Roman on Amazon: http://bit.ly/x78xeJoin The King of
Madison Avenue on Facebook: http://bit.ly/119evw
6. On compromise Compromise has no place in advertising.
Whatever you do, go the whole hog5 Buy The King Of Madison Avenue
by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of
Madison Avenue on Facebook: http://bit.ly/119evw
7. On the purpose of advertisingWhen I write an ad, I dont want
you to tell me you found it Creative. I want you to nd it so
persuasive that you buy the product or buy it more often. 6Buy The
King Of Madison Avenue by Kenneth Roman on Amazon:
http://bit.ly/x78xeJoin The King of Madison Avenue on Facebook:
http://bit.ly/119evw
8. On showing speculative creative campaignsWe dont make love
until we are married. 7 Buy The King Of Madison Avenue by Kenneth
Roman on Amazon: http://bit.ly/x78xe Join The King of Madison
Avenue on Facebook: http://bit.ly/119evw
9. On advertising that entertains If you spend your advertising
budget entertaining the consumer, you are a bloody fool. Housewives
dont buy a new detergent because the manufacturer told a joke on
television last night. They buy it because it promised a benefit.
If I could persuade the lunatics to give up their pursuit of
awards, I would die happy 8 Buy The King Of Madison Avenue by
Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of
Madison Avenue on Facebook: http://bit.ly/119evw
10. On knowing vs. opiningYou direct response people know what
kind of advertising works and what doesnt work. You know it to the
dollar. The general advertising people dont know. The brand
advertisers and their agencies know almost nothing for sure,
because they cannot measure the results of their advertising. They
worship at the altar of creativity. Why dont 9 you save them from
their follies? Buy The King Of Madison Avenue by Kenneth Roman on
Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on
Facebook: http://bit.ly/119evw
11. On unconventional hiring Will any agency hire this man?
(referring to himself) He is 38 and unemployed. He dropped out of
college. He has been a cook, a salesman and a diplomatist. He knows
nothing about marketing and has never written any copy. He
professes to be interested in advertising as a career and is ready
to go to work for $5,000 a year. I doubt if any agency will hire
him. The moral: It sometimes pays an agency to be imaginative and
unorthodox in hiring. 10Buy The King Of Madison Avenue by Kenneth
Roman on Amazon: http://bit.ly/x78xeJoin The King of Madison Avenue
on Facebook: http://bit.ly/119evw
12. On recruiting peopleHot creative people dont come around
looking for jobs; they have to be rooted out like truffles, by
trained pigs.11Buy The King Of Madison Avenue by Kenneth Roman on
Amazon: http://bit.ly/x78xeJoin The King of Madison Avenue on
Facebook: http://bit.ly/119evw
13. On trainingGreat hospitals do two things: They look after
patients, and they teach young doctors. Ogilvy & Mather does
two things: We look after clients, and we teach young advertising
people.12Buy The King Of Madison Avenue by Kenneth Roman on Amazon:
http://bit.ly/x78xeJoin The King of Madison Avenue on Facebook:
http://bit.ly/119evw
14. On moraleWhen people arent having any fun, they seldom
produce good advertising. Get rid of sad dogs who spread gloom. 13
Buy The King Of Madison Avenue by Kenneth Roman on Amazon:
http://bit.ly/x78xe Join The King of Madison Avenue on Facebook:
http://bit.ly/119evw
15. On high standards and treating people wellWere looking for
gentlemen with ideas in their heads and re in their bellies. If you
join Ogilvy & Mather, we shall teach you everything we know
about advertising. We shall pay you well, and do our damndest to
make you succeed. If you show promise, we shall load responsibility
on you fast. Life in our agency can be very exciting. You will
never be bored. Its tough, but its fun. 14Buy The King Of Madison
Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xeJoin The King
of Madison Avenue on Facebook: http://bit.ly/119evw
16. ank you Advertising Lessonsfrom David Ogilvy Excerpted from
The King Of Madison Avenue by Kenneth Roman