A Quote by David Ogilvy
Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond." Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.
Related Quotes
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.
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.
Neoclassical economics insists that advertising cannot force consumers to buy anything they don't already want to buy.
Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumers would want to buy the product, and present those sales arguments in copy that is read, understood, and reacted to—copy that makes the arguments so convincingly the customer can’t help but want to buy the product being advertised.
It's terrifying the way molecular biology has become more and more jargon ridden. But I strongly believe that my book can be read by the intelligent layman. I want everyone who bought a copy of 'A Brief History of Time' to buy a copy of 'Genome'.
If you buy a DVD you have a copy. If you want a backup copy you buy another one.
Consumers fall in love with a brand and it's important for a brand to develop and stretch itself to provide for their consumers. I don't suspect that a customer will walk into a store to buy a pair of jeans and end up buying a sofa, but it's about providing loyal consumers with a choice to create a lifestyle.
Companies are bought not sold, an investment banker told me that once and it is very true. Basically what it means is you can't control selling your company, you can only sell it if somebody wants to buy it, and you need someone to want to buy it.
Money is not the most important thing, but when you need it, there are few substitutes. So while I like the things money can buy, I love what money won't buy. It bought me a house but it won't buy me a home. It would buy me a companion but it won't buy me a friend.
We're getting to the point where it's important for each platform to have unique, differentiated titles -- so that if consumers want to buy that game, they have to buy that system
If you're not that big player, then nobody's really gonna know who you are to promote the brand. If LeBron says, 'Go buy this shoe, it's amazing,' I would probably go buy it. But if some random person on the street was like, 'Hey, go buy this shoe,' I probably wouldn't.
I buy so much when I go through airports: I buy psychology magazines; I buy 'Mind,' another magazine, 'New Scientist,' 'Scientific America.'
At the end of the day, people (customers) don't necessarily buy into what you do; they buy into why you do it. People buy Apple because they love the Apple brand - what it stands for - they feel proud to be associated with that brand. What makes Google or Virgin or any of these 'superior' brands what they are is that they have a mission to change the world. Those are the kinds of companies that will endure the test of time.
I set up Droga5 because I really believe in the power of advertising. But I believe in the power of advertising that's in synch with what consumers want.
I still believe in putting something out and not asking people to buy the record, then buy a ticket to my show and then buy a t-shirt and then a, like, copy of the show they just saw on CD. That's undignified to me.
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