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The most important word in the vocabulary of advertising is TEST. Test your premise. Test your media. Test your headlines and your illustrations. Tes… - David Ogilvy
" "The most important word in the vocabulary of advertising is TEST. Test your premise. Test your media. Test your headlines and your illustrations. Test the size of your advertisements. Test your frequency. Test your level of expenditure. Test your commercials. Never stop testing, and your advertising will never stop improving.
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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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David MacKenzie Ogilvy
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Additional quotes by David Ogilvy
“Making the logo twice the size” is advertisements are deficient in brand identification. “Showing the clients’ faces” is also a better stratagem than it may sound, because the public is more interested in personalities than in the corporations. Some clients can be projected as human symbols of their own products.
It is a mistake to use highfalutin language when you advertise to uneducated people. I once used the word OBSOLETE in a headline, only to discover that 33% of housewives had no idea of what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.
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