I warn you against believing that advertising is a science.
More Quotes from William Bernbach:
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.William Bernbach
Nobody counts the number of ads you run; they just remember the impression you make.
William Bernbach
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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