Ogilvy on Direct Response

"You direct response people know what kind of advertising works and what doesn't work. You know to a dollar. The general advertising people don't know.

"You know that two-minute commercials on television are more effective, more cost effective, than 10-second commercials or 30-second commercials. You know that fringe time sells more than prime time.

"You know that long copy sells more than short copy. You know that headlines and copy about the product and its benefits sells more than cute headlines and poetic copy.

"The general advertisers and their agencies know almost nothing for sure because they cannot measure the results of their advertising."

- David Ogilvy