What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the … - David Ogilvy

" "

What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same. Go through a magazine and pick out the advertisements you like best. You will probably pick those with beautiful illustrations, or clever copy. You forget to ask yourself whether your favorite advertisements would make you want to buy the product. Says Rosser Reeves, of the Ted Bates agency: ‘I’m not saying that charming, witty and warm copy won’t sell. I’m just saying that I’ve seen thousands of charming, witty campaigns that didn’t. Let’s say you are a manufacturer. Your advertising isn’t working and your sales are going down. And everything depends on it. Your future depends on it, your family’s future depends on it, other people’s families depend on it. And you walk in this office and talk to me, and you sit in that chair. Now, what do you want out of me? Fine writing? Do you want masterpieces? Do you want glowing things that can be framed by copywriters? Or do you want to see the goddamned sales curve stop moving down and start moving up?