Advertising isn't a science. It's persuasion. And persuasion is an art.
More Quotes from William Bernbach:
Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.William Bernbach
In communications, familiarity breeds apathy.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
Word of mouth is the best medium of all.
William Bernbach
The truth isn't the truth until people believe you, and they can't believe you if they don't know what your saying, and they can't know what you've saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting until you say things imaginatively, originally, freshly.
William Bernbach
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
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