I used to start my questionnaires by asking, ‘Which would y… - David Ogilvy

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I used to start my questionnaires by asking, ‘Which would you rather hear on the radio tonight – Jack Benny or a Shakespeare play?’ If the respondent said Shakespeare, I knew he was a liar and broke off the interview.

David Ogilvy

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About David Ogilvy

David Mackenzie Ogilvy (June 23, 1911 – July 21, 1999) executive who was widely hailed as "The Father of Advertising". In 1962, Time called him "the most sought-after wizard in today's advertising industry". He founded Ogilvy & Mather.

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Alternative Names: David MacKenzie Ogilvy

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If the consumer does not perceive any real benefits in the brand, then no amount of ingenious advertising and selling can save it.

If you tell lies about your product you will be found out – either by the government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.

It is usually assumed that marketers use scientific methods to determine the price of their products. Nothing could be further from the truth. In almost every case, the process of decision is one of guesswork.

I used to start my questionnaires by asking, ‘Which would you rather hear on the radio tonight – Jack Benny or a Shakespeare play?’ If the respondent… - David Ogilvy

About David Ogilvy

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