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| text = Good advertising does not just circulate information. It penetrates the public mind with desires and belief.<ref>{{cite book |last=Burnett |first=Leo |title=Communications of an Advertising Man |publisher=Privately printed |date=1961 |page=51}}</ref>
| text = The most powerful element in advertising is the truth.
| author = William Bernbach, [[Bill Bernbach Said...]] {{William Bernbach/attribution}}
| author = Leo Burnett, Communications of an Advertising Man {{Leo Burnett/attribution}}
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| ref = <ref>{{cite book |last=Bernbach |first=Bill |title=Bill Bernbach Said... |publisher=DDB Needham |date=1989 |page=38}}</ref>
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| text = A good advertisement is one which sells the product without drawing attention to itself.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963 |page=110}}</ref>
| text = Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
| author = David Ogilvy, [[Confessions of an Advertising Man]] {{David Ogilvy/attribution}}
| author = David Ogilvy, Confessions of an Advertising Man {{David Ogilvy/attribution}}
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| ref = <ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963 |isbn=9781626549951}}</ref>
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| text = If it doesn't sell, it isn't creative.<ref>{{cite book |last=Ogilvy |first=David |title=Ogilvy on Advertising |publisher=Crown Publishers |date=1983 |page=7}}</ref>
| text = Stop interrupting what people are interested in and BE what people are interested in.
| author = Craig Davis, [[J. Walter Thompson]] {{Craig Davis/attribution}}
| author = David Ogilvy, Ogilvy on Advertising {{David Ogilvy/attribution}}
| ref = <ref>{{cite web |title=Why Branding is the New Marketing |url=https://www.forbes.com/sites/carstenknobloch/2012/05/22/why-branding-is-the-new-marketing/ |website=Forbes |author=Knobloch, Carsten |access-date=2025-12-19 |date=2012-05-22}}</ref>
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| text = Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be dismissed.<ref>{{cite book |last=Fallon |first=Ivan |title=The Brothers: The Rise and Rise of Saatchi & Saatchi |publisher=Hutchinson |date=1988 |isbn=978-0091708900}}</ref>
| text = Sell the benefit, not your company or the product. People buy results, not features.
| author = Jay Abraham, [[Getting Everything You Can Out of All You've Got]] {{Jay Abraham/attribution}}
| author = Maurice Saatchi, The Saatchi & Saatchi Story {{Maurice Saatchi/attribution}}
| ref = <ref>{{cite book |last=Abraham |first=Jay |title=Getting Everything You Can Out of All You've Got |publisher=St. Martin's Press |date=2000 |isbn=9780312204655}}</ref>
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| text = 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.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963 |page=11}}</ref>
| text = Nobody has ever built a brand by imitating somebody else's advertising.
| author = David Ogilvy, [[Confessions of an Advertising Man]] {{David Ogilvy/attribution}}
| author = David Ogilvy, Confessions of an Advertising Man {{David Ogilvy/attribution}}
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| ref = <ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963 |isbn=9781626549951}}</ref>
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| text = The best ideas come as jokes. Make your thinking as funny as possible.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963 |page=23}}</ref>
| text = When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
| author = David Ogilvy, [[Confessions of an Advertising Man]] {{David Ogilvy/attribution}}
| author = David Ogilvy, Confessions of an Advertising Man {{David Ogilvy/attribution}}
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| ref = <ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963 |isbn=9781626549951}}</ref>
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| text = Nobody who bought a drill actually wanted a drill. They wanted a hole. Therefore, if you want to sell drills, you should advertise information about making holes – NOT information about drills!<ref>{{cite book |last=Marshall |first=Perry |title=80/20 Sales and Marketing |publisher=Entrepreneur Press |date=2013 |isbn=978-1599185057 |chapter=4}}</ref>
| text = Either write something worth reading or do something worth writing about.
| author = Benjamin Franklin, [[Poor Richard's Almanack]] {{Benjamin Franklin/attribution}}
| author = Perry Marshall, 80/20 Sales and Marketing {{Perry Marshall/attribution}}
| ref = <ref>{{cite book |last=Franklin |first=Benjamin |title=Poor Richard's Almanack |publisher=B. Franklin |date=1738 |chapter=May}}</ref>
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| text = Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by. If you tell lies about a product, you will be found out.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963 |page=10}}</ref>
| text = Rowing harder doesn't help if the boat is headed in the wrong direction.
| author = Kenichi Ohmae, [[The Mind of the Strategist]] {{Kenichi Ohmae/attribution}}
| author = David Ogilvy, Confessions of an Advertising Man {{David Ogilvy/attribution}}
| ref = <ref>{{cite book |last=Ohmae |first=Kenichi |title=The Mind of the Strategist: The Art of Japanese Business |publisher=McGraw-Hill |date=1982 |isbn=9780070475953}}</ref>
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| text = Every single element in an advertisement – headline, subhead, photo, and copy – must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!<ref>{{cite book |last=Caples |first=John |title=Tested Advertising Methods |publisher=Prentice Hall |date=1997 |isbn=978-0130933607}}</ref>
| text = People don't buy what you do, they buy why you do it.
| author = Simon Sinek, [[Start with Why]] {{Simon Sinek/attribution}}
| author = John Caples, Tested Advertising Methods {{John Caples/attribution}}
| ref = <ref>{{cite book |last=Sinek |first=Simon |title=Start with Why: How Great Leaders Inspire Everyone to Take Action |publisher=Portfolio |date=2009 |isbn=9781591842804}}</ref>
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{{references}}

Revision as of 21:50, 19 December 2025

A good advertisement is one which sells the product without drawing attention to itself.[1]

— David Ogilvy, Founder of Ogilvy & Mather David Ogilvy, Founder of Ogilvy & Mather

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.[2]

— William Bernbach, Co-founder of DDB William Bernbach, Co-founder of DDB

Marketing is no longer about the stuff that you make, but about the stories you tell.[3]

— Seth Godin, Author and Marketing Executive

Dishonesty in advertising has proved very unprofitable.[4]

— Leo Burnett, Founder of Leo Burnett Worldwide Leo Burnett, Founder of Leo Burnett Worldwide

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.[5]

— Leo Burnett, Founder of Leo Burnett Worldwide Leo Burnett, Founder of Leo Burnett Worldwide

Stopping advertising to save money is like stopping your watch to save time.[6]

— Henry Ford, Founder of Ford Motor Company

There is no advertisement as powerful as a positive reputation traveling fast.[7]

— Brian Koslow, Author Brian Koslow, Author

A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.[8]

— Scott Cook, Co-founder of Intuit Scott Cook, Co-founder of Intuit

Tell the truth, but make the truth fascinating.[9]

— David Ogilvy, Founder of Ogilvy & Mather David Ogilvy, Founder of Ogilvy & Mather

Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.[10]

— Leo Burnett, Founder of Leo Burnett Worldwide Leo Burnett, Founder of Leo Burnett Worldwide

Content is king, but engagement is queen, and the lady rules the house![11]

— Mari Smith, Social Media Strategist Mari Smith, Social Media Strategist

The secret to marketing success is no secret at all: Word of mouth is all that matters.[12]

— Seth Godin, Author and Marketer Seth Godin, Author and Marketing Executive

Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'[13]

— Jef I. Richards, Professor of Advertising Jef I. Richards, Professor of Advertising

If dogs don't like your dog food, the packaging doesn't matter.[14]

— Stephen Denny, Business Strategist Stephen Denny, Business Strategist

Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.[15]

— Steuart Henderson Britt, Professor of Marketing Steuart Henderson Britt, Professor of Marketing

File:Robert-fleege.jpg

An ad is finished only when you no longer can find a single element to remove.[16]

— Robert Fleege, Creative Director Robert Fleege, Creative Director

Advertising brings in the customers, but it is your job to keep them buying from you.[17]

— Chet Holmes, Business Growth Strategist Chet Holmes, Business Growth Strategist

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.[18]

— William Bernbach, Co-founder of DDB William Bernbach, Co-founder of DDB

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.[19]

— Leo Burnett, Communications of an Advertising Man Leo Burnett, Founder of Leo Burnett Worldwide

A good advertisement is one which sells the product without drawing attention to itself.[20]

— David Ogilvy, Confessions of an Advertising Man David Ogilvy, Founder of Ogilvy & Mather

If it doesn't sell, it isn't creative.[21]

— David Ogilvy, Ogilvy on Advertising David Ogilvy, Founder of Ogilvy & Mather

Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be dismissed.[22]

— Maurice Saatchi, The Saatchi & Saatchi Story Maurice Saatchi, Co-founder of Saatchi & Saatchi

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.[23]

— David Ogilvy, Confessions of an Advertising Man David Ogilvy, Founder of Ogilvy & Mather

The best ideas come as jokes. Make your thinking as funny as possible.[24]

— David Ogilvy, Confessions of an Advertising Man David Ogilvy, Founder of Ogilvy & Mather

Nobody who bought a drill actually wanted a drill. They wanted a hole. Therefore, if you want to sell drills, you should advertise information about making holes – NOT information about drills![25]

— Perry Marshall, 80/20 Sales and Marketing Perry Marshall, Author

Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by. If you tell lies about a product, you will be found out.[26]

— David Ogilvy, Confessions of an Advertising Man David Ogilvy, Founder of Ogilvy & Mather

Every single element in an advertisement – headline, subhead, photo, and copy – must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best![27]

— John Caples, Tested Advertising Methods John Caples, Vice President of BBDO

  1. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum. p. 96. ISBN 978-0689102431. {{cite book}}: ISBN / Date incompatibility (help)
  2. ↑ "The Creative Revolutionist". The New York Times. October 3, 1982. Retrieved December 19, 2025.
  3. ↑ Godin, Seth (2008). Tribes: We Need You to Lead Us. Portfolio/Penguin. p. 104. ISBN 978-1591842330.
  4. ↑ Burnett, Leo (1961). "The Task of the Advertising Agency". 100 Leo's: The Advertising Philosophy of Leo Burnett. Leo Burnett Company. p. 24.
  5. ↑ "The Leo Burnett Story". Leo Burnett Worldwide. Retrieved December 19, 2025.
  6. ↑ Forbes, B.C. (1968). The Forbes Scrapbook of Thoughts on the Business of Life. Forbes Inc. ISBN 978-0883011317.
  7. ↑ Koslow, Brian (1998). 365 Ways to Market Your Business. Dutton. ISBN 978-0525944119.
  8. ↑ Scott Cook (December 2011). "Marketing in the Age of Social Media". Harvard Business Review. Retrieved December 19, 2025.
  9. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum. p. 103. ISBN 978-0689102431. {{cite book}}: ISBN / Date incompatibility (help)
  10. ↑ Burnett, Leo (1961). 100 Leo's: The Advertising Philosophy of Leo Burnett. Leo Burnett Company. p. 12.
  11. ↑ Smith, Mari (2011). The New Relationship Marketing. Wiley. p. 158. ISBN 978-1118113912.
  12. ↑ Seth Godin (January 29, 2003). "Word of mouth is all that matters". Seth's Blog. Seth Godin. Retrieved December 19, 2025.
  13. ↑ Jef I. Richards (2002). "Refining the Definition of Advertising". Journal of Advertising. American Academy of Advertising.
  14. ↑ Denny, Stephen (2011). Killing Giants: 10 Strategies to Topple the Goliath in Your Industry. Portfolio. ISBN 978-1591843849.
  15. ↑ Shapiro, Fred R. (2006). The Yale Book of Quotations. Yale University Press. p. 105. ISBN 978-0300107982.
  16. ↑ Baker, Stephen (1965). The Art of Writing Advertising. Benjamin Company. p. 44.
  17. ↑ Holmes, Chet (2007). The Ultimate Sales Machine. Portfolio. p. 129. ISBN 978-1591842156.
  18. ↑ "The Creative Revolutionist". The New York Times. October 3, 1982. Retrieved December 19, 2025.
  19. ↑ Burnett, Leo (1961). Communications of an Advertising Man. Privately printed. p. 51.
  20. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum. p. 110.
  21. ↑ Ogilvy, David (1983). Ogilvy on Advertising. Crown Publishers. p. 7.
  22. ↑ Fallon, Ivan (1988). The Brothers: The Rise and Rise of Saatchi & Saatchi. Hutchinson. ISBN 978-0091708900.
  23. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum. p. 11.
  24. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum. p. 23.
  25. ↑ Marshall, Perry (2013). "4". 80/20 Sales and Marketing. Entrepreneur Press. ISBN 978-1599185057.
  26. ↑ Ogilvy, David (1963). Confessions of an Advertising Man. Atheneum. p. 10.
  27. ↑ Caples, John (1997). Tested Advertising Methods. Prentice Hall. ISBN 978-0130933607.
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