--- title: "Meaning & Key Takeaway of: A lot of today's campaigns are based on…" description: "\"A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly writt..." image: "https://sms4smile.com/quotes/i/420/david-ogilvy-1326_advertisements_a-lot-of-today-s-campaigns-are-based-on_2910775.png" --- # A lot of today's campaigns are based on optimum… ![“A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.” quote by David Ogilvy](https://sms4smile.com/quotes/i/420/david-ogilvy-1326_advertisements_a-lot-of-today-s-campaigns-are-based-on_2910775.png) [Download](https://sms4smile.com/quotes/i/420/david-ogilvy-1326_advertisements_a-lot-of-today-s-campaigns-are-based-on_2910775.png) [Open image](https://sms4smile.com/quotes/i/420/david-ogilvy-1326_advertisements_a-lot-of-today-s-campaigns-are-based-on_2910775.png) > “A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.” [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Effective advertising requires more than correct positioning; it must engage and be well crafted. **In simple terms:** Good positioning alone isn’t enough. Key Takeaway Focus on compelling, well‑written ads. Themes advertising creativity communication Mood pragmatic instructive Type marketing advertising When to use this quote - ad campaigns - brand messaging - creative development - media planning Key Concepts marketing strategy copywriting audience engagement Questions to Reflect On - How can ads be both strategically placed and creatively compelling? - What elements make an ad memorable? A Different Perspective Even perfect positioning fails if execution is poor. ★ ★ ★ ★ ★ No ratings yet [Advertising](https://sms4smile.com/quotes/about/advertising/) [Campaigns](https://sms4smile.com/quotes/about/campaigns/) [Positioning](https://sms4smile.com/quotes/about/positioning/) [Today](https://sms4smile.com/quotes/about/today/) ## Related quotes > [It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers…](https://sms4smile.com/quotes/david-ogilvy/it-has-been-found-that-the-less-an-advertisement-looks-like-an/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [I have never run campaigns based on an ethnic coalition.](https://sms4smile.com/quotes/john-liu/i-have-never-run-campaigns-based-on-an-ethnic-coalition/) [John Liu](https://sms4smile.com/quotes/author/john-liu/) > [Our campaigns have always been based on what we consider music icons that transcend generations and they're not of the moment - they continue…](https://sms4smile.com/quotes/paul-weller/our-campaigns-have-always-been-based-on-what-we-consider-music-icons/) [Paul Weller](https://sms4smile.com/quotes/author/paul-weller/) > [Positioning should be decided before the advertising is created](https://sms4smile.com/quotes/david-ogilvy/positioning-should-be-decided-before-the-advertising-is-created/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [“The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil,”](https://sms4smile.com/quotes/al-ries/the-essence-of-positioning-is-sacrifice-you-must-be-willing-to-give/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [“The basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to…](https://sms4smile.com/quotes/al-reis/the-basic-approach-of-positioning-is-not-to-create-something-new-and/) Al Reis > [My positioning with my investors was always, I need three to five years.](https://sms4smile.com/quotes/michael-burry/my-positioning-with-my-investors-was-always-i-need-three-to-five-years/) [Michael Burry](https://sms4smile.com/quotes/author/michael-burry/) > [I know when I step into midfield I have to sharpen my feet up and be more aware of what's around me, at centre…](https://sms4smile.com/quotes/phil-jones/i-know-when-i-step-into-midfield-i-have-to-sharpen-my-feet-up-and-be/) [Phil Jones](https://sms4smile.com/quotes/author/phil-jones/) > [We're not paying attention to the fact that Hillary Clinton is running in 2006. Everyone is looking to her for the future. It's the…](https://sms4smile.com/quotes/gwen-ifill/we-re-not-paying-attention-to-the-fact-that-hillary-clinton-is/) [Gwen Ifill](https://sms4smile.com/quotes/author/gwen-ifill/) > [Chances to win games won't always come in the box, so that's one thing I've got to work on: positioning myself outside the box…](https://sms4smile.com/quotes/tammy-abraham/chances-to-win-games-won-t-always-come-in-the-box-so-that-s-one-thing/) [Tammy Abraham](https://sms4smile.com/quotes/author/tammy-abraham/) > [I vertically center things in tables a lot, and the fact that there is no way to control vertical positioning in divs affects the…](https://sms4smile.com/quotes/mike-davidson/i-vertically-center-things-in-tables-a-lot-and-the-fact-that-there-is/) [Mike Davidson](https://sms4smile.com/quotes/author/mike-davidson/) > [“When positioning a brand, aggressively avoid becoming a "me too" by assertively being a "who else?”](https://sms4smile.com/quotes/crystal-black-davis/when-positioning-a-brand-aggressively-avoid-becoming-a-me-too-by/) Crystal Black Davis > [“Positioning your product against the slew of existing competitors is accomplished by adroitly picking the correct product features where you are better.”](https://sms4smile.com/quotes/steven-gary-blank/positioning-your-product-against-the-slew-of-existing-competitors-is/) [Steven Gary Blank](https://sms4smile.com/quotes/author/steven-gary-blank/) > [I've been trying to work on my positioning and defensive game.](https://sms4smile.com/quotes/thomas-vanek/i-ve-been-trying-to-work-on-my-positioning-and-defensive-game/) [Thomas Vanek](https://sms4smile.com/quotes/author/thomas-vanek/) > [“As a child, I used to wonder why markets in my locality were all situated near the main roads. 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The problem is to identify them, protected as they always are by their secretaries and…](https://sms4smile.com/quotes/david-ogilvy/your-alcoholics-may-include-some-of-your-brightest-stars-the-problem/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big…](https://sms4smile.com/quotes/david-ogilvy/it-takes-a-big-idea-to-attract-the-attention-of-consumers-and-get/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if…](https://sms4smile.com/quotes/david-ogilvy/many-manufacturers-secretly-question-whether-advertising-really-sells/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another,…](https://sms4smile.com/quotes/david-ogilvy/once-upon-a-time-i-was-riding-on-the-top-of-a-first-avenue-bus-when-i/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [You can't save souls in an empty church.](https://sms4smile.com/quotes/david-ogilvy/you-can-t-save-souls-in-an-empty-church/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.](https://sms4smile.com/quotes/david-ogilvy/in-the-modern-world-of-business-it-is-useless-to-be-a-creative/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Consumers don't think how they feel. 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