DAVID
OGILVY—
ON ADVERTkSING
WHAd' You SAY ADVER•ÉISING IS YORE
•rgnx
IF Ir SELL,
ISN'T CREATIVE.
NINETY-NINE PERCENT OP ADVERTISING
DOESN'T SELL MucH OF ANYTHING.
NEVER warrE AN ADVERT KHICH you
WOULDN'T WANT YOUR FAMILY ro READ.
you WOULDN'T TELL LIES ro YOUR 0KN
DON •r CELL
THE BEST IDEAS COME AS JOKES. HAKE
youR AS AS POSSIBLE.
ON THE AVERAGE, F IVE rrues AS
PEOPLE READ THE HEADLINE RS READ
BODY copy. KEEN you •ve
WRITTEN YOUR HEADLINE, YOU'VE SPENT
EIGHTY CENTS OUT OF YOUR DOLLAR.
SET EXORBITANT STANDARDS, AND GIVE
YOUR PEOPLE HELL THEY DON •r
LIVE up ro THEM. THERE IS NOTHING
SO DEMORALIZING AS Boss KHO
TOLERATES SECOND Rxr-E *ORK
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