“The consumer isn't a moron; she is your wife.”
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I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.
David Ogilvy 
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Never stop testing, and your advertising will never stop improving.
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On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
David Ogilvy
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