大卫奥格威语录-2

COMMITTEES
委员会
A lot of advertisements and television commercials look like minutes of a committee meeting,and that is what they are. Advertising seems to sell most when it is written by a solitary individual. He must study the product,the research and the precedents. Then he must shut the door of his office and write the advertisements.
许多平面及电视广告，看起来就像委员会开会的会议记录，事实也是如此。最具销售力的广告，往往是由个人独立完成的作品。他必先深入研究产品，调查资料及其他案例，然后关紧办公室大门，埋首做广告。
Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on "teamwork"is bunkum-a conspiracy of the mediocre majority.

很多人认为，一个成功的广告活动不是一人之功。这种强调「团队合作」的论调其实是欺人之谈—是平凡庸碌之辈的阴谋。

LEADERSHIP
领导
Do not summon people to your office-it frightens them. Instead go to see them in their offices. This makes you visible throughout the agency. A Chairman who never wanders about his agency becomes a hermit,out of touch with his staff.

叫人到你的办公室，只会吓怕他们；走到他们的办公室看看吧！你将更了解公司的状况。一个从不四处走动的管理人员，久而久之将形同离群索居的隐士，与员工失去联系。
Our offices must always be headed by the kind of men who command respect. Not phonies,zeros or bastards.
公司应该由备受敬重的人领导，而不是伪君子、一无是处的小人，或拙劣之徒。

CLIENTS
客户
I always use my clients' products. This is not toadyism but elementary good manners.
我总是用客户的产品。这并不是谄媚奉承，而是良好的基本态度。
Don't expect your agency to pay for all the dry holes they drill on your behalf. Confessions of an Advertising Man
当代理商为你在荒井掘泉之际，不应期望他们负担所有的费用。
The best way to get new accounts is to create for our present clients the kind of advertising that will attract prospective clients. We do not have new business departments in our offices. No first class man will take the job;no second class man can do it effectively.

赢得新客户的最好方法，就是为现有客户创造出色的广告，从而吸引潜在客户。在我们的公司里没有专门开发新客户的部门，因为一流的人才不会做这样的工作，而二流的人则做不好。
If you resign accounts every time you feel like doing so,you will empty your portfolio every year.
如果你每次想辞退客户时，就真的这么做，那你的客户名单将所剩无几。

CONSUMERS
消费者
You aren't advertising to a standing army;you are advertising to a moving parade. Three million consumers get married every year. The advertisement which sold a refrigerator to those who got married last year will probably be just as successful with those who'll get married next year. Anadvertisement is just like a radar sweep,constantly hunting new prospects as they come into the market. Get a good radar and keep it sweeping.
你不是对一群站立不动的士兵做广告，而是针对正在前进的游行队伍。每年有三百万的消费者结为连理。若一个针对新婚夫妇的电冰箱广告，于今年创下佳绩，对明年将结婚的人也可能会一样成功。广告好比雷达扫描器一般，在新的消费者进入市场的同时，持续不断的猎取潜在顾客。找一个好雷达，并让它持续运转吧。
The consumer isn't a moron;she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you cangive her.
消费者不是白痴；她是你的妻子。如果你认为只要一句广告词配上一些索然无味的形容词，就可以说服她去买任何东西，那你是在侮辱她的智慧。她要的是所有你能提供的资讯。