Settle Arguments Quote by David Ogilvy
““The best way to settle such arguments is to measure the selling effectiveness of your campaign at regular intervals, and to go on running it until the research shows that it has worn out. Word””
About This Quote
Source Book: Ogilvy on Advertising, 1983
Effective campaigns should be measured regularly and continued only while they remain effective, stopping when they lose impact.
In simple terms: Measure ads often; stop when they stop working.
Key Takeaway
Continuously test and adjust advertising.
Themes
advertising
measurement
efficacy
strategy
budget
Mood
analytical
pragmatic
Type
business
motivational
When to use this quote
- marketing meetings
- budget reviews
- product launches
- media planning
Key Concepts
ROI analysis
campaign fatigue
market testing
Questions to Reflect On
- How often should you evaluate a campaign?
- When is it okay to keep a campaign despite declining returns?
A Different Perspective
Overemphasis on metrics can stifle creative risk.
