"What you say in advertising is more important than how you say it"
- David Ogilvy
About this Quote
This quote by David Ogilvy emphasizes the importance of the material of an ad over its discussion. He is suggesting that the message of an advertisement should be the primary focus, rather than the method it exists. This is due to the fact that the content of an ad is what will ultimately determine its success or failure. If the message is not clear or appropriate to the target market, then the ad will not work. For that reason, it is very important to make sure that the content of an ad is well considered and tailored to the target market. The presentation of the ad ought to be secondary, as it is the content that will eventually identify its success.
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