An idea can turn to dust or magic, depending on the talent that rubs against it.
Quote by William Bernbach
All of us who professionally use the mass media are the shapers of society. We...
We don't ask research to do what it was never meant to do, and that...
If your advertising goes unnoticed, everything else is academic.
It is insight into human nature that is the key to the communicator's skill. For...
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
An idea can turn to dust or magic, depending on the talent that rubs against...
Advertising doesn't create a product advantage. It can only convey it.
In this very real world, good doesn't drive out evil. Evil doesn't drive out good....
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill...
Nobody counts the number of ads you run; they just remember the impression you make.
Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can...
Nothing is so powerful as an insight into human nature . . . what compulsions...
Because an appeal makes logical sense is no guarantee that it will work.
Word of mouth is the best medium of all.
If your advertising goes unnoticed, everything else is academic!
With our industry being watched so carefully by governmental agencies, with the FTC ready to...
In communications, familiarity breeds apathy.
I warn you against believing that advertising is a science.
No matter how skillful you are, you can't invent a product advantage that doesn't exist....
Today's smartest advertising style is tomorrow's corn.