Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?

Quote by William Bernbach

Topics: William Bernbach Quotes

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill...

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill...

Advertising doesn't create a product advantage. It can only convey it.

Advertising doesn't create a product advantage. It can only convey it.

Advertising isn't a science. It's persuasion. And persuasion is an art.

Advertising isn't a science. It's persuasion. And persuasion is an art.

With our industry being watched so carefully by governmental agencies, with the FTC ready to...

With our industry being watched so carefully by governmental agencies, with the FTC ready to...

Word of mouth is the best medium of all.

Word of mouth is the best medium of all.

Because an appeal makes logical sense is no guarantee that it will work.

Because an appeal makes logical sense is no guarantee that it will work.

All of us who professionally use the mass media are the shapers of society. We...

All of us who professionally use the mass media are the shapers of society. We...

You can say the right thing about a product and nobody will listen. You've got...

You can say the right thing about a product and nobody will listen. You've got...

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

In communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

Today's smartest advertising style is tomorrow's corn.

Today's smartest advertising style is tomorrow's corn.

Just because your ad looks good is no insurance that it will get looked at....

Just because your ad looks good is no insurance that it will get looked at....

An idea can turn to dust or magic, depending on the talent that rubs against...

An idea can turn to dust or magic, depending on the talent that rubs against...

We don't ask research to do what it was never meant to do, and that...

We don't ask research to do what it was never meant to do, and that...

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

There is no such thing as a good or bad ad in isolation. What is...

There is no such thing as a good or bad ad in isolation. What is...

Nobody counts the number of ads you run; they just remember the impression you make.

Nobody counts the number of ads you run; they just remember the impression you make.

No matter how skillful you are, you can't invent a product advantage that doesn't exist....

No matter how skillful you are, you can't invent a product advantage that doesn't exist....

In advertising not to be different is virtually suicidal.

In advertising not to be different is virtually suicidal.

If your advertising goes unnoticed, everything else is academic.

If your advertising goes unnoticed, everything else is academic.