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Advertising is fundamentally persuasion and persuasion
by William Bernbach

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

In communications, familiarity breeds apathy.
- William Bernbach

I warn you against believing that advertising is a science.
- William Bernbach

The most powerful element in advertising is the truth.
- William Bernbach

 

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

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?
- William Bernbach

If your advertising goes unnoticed, everything else is academic.
- William Bernbach

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Properly practiced creativity can make one ad do the work of ten.
- William Bernbach

Our job is to bring the dead facts to life.
- William Bernbach

In advertising not to be different is virtually suicidal.
- William Bernbach

In this very real world, good doesn't drive out evil.
Evil doesn't drive out good.
But the energetic displaces the passive.
- William Bernbach

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

No matter how skillful you are, you can't invent a
product advantage that doesn't exist.
And if you do, and it's just a gimmick,
it's going to fall apart anyway.
- William Bernbach

Today's smartest advertising style is tomorrow's corn.
- William Bernbach

Word of mouth is the best medium of all.
- William Bernbach

A great ad campaign will make a bad product fail faster.
It will get more people to know it's bad.
- William Bernbach

We don't ask research to do what it was never meant to do,
and that is to get an idea.
- William Bernbach

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

There is no such thing as a good or bad ad in isolation.
What is good at one moment is bad at another.
Research can trap you into the past.
- William Bernbach

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

Forget words like 'hard sell' and 'soft sell.'
That will only confuse you.
Just be sure your advertising is saying something with substance,
something that will inform and serve the consumer,
and be sure you're saying it like it's never been said before.
- William Bernbach

It is insight into human nature that is the key to
the communicator's skill.
For whereas the writer is concerned with what he puts into his writings,
the communicator is concerned with what the reader gets out of it.
He therefore becomes a student of how people read or listen.
- 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

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

You can say the right thing about a product and nobody will listen.
You've got to say it in such a way that people will feel it in their gut.
Because if they don't feel it, nothing will happen.
- William Bernbach

If you talk to a man in a language he understands,
that goes to his head.
If you talk to him in his language,
that goes to his heart.
- Nelson Mandela

An advertising agency is 85 percent confusion and 15 percent commission.
- Fred Allen

Advertising is legalized lying.
- H. G. Wells

Great designers seldom make great advertising men,
because they get overcome by the beauty of the picture -
and forget that merchandise must be sold.
- James Randolph Adams

Advertising is the greatest art form of the 20th century.
- Marshall McLuhan

Advertising is the art of convincing people to spend money
they don't have for something they don't need.
- Will Rogers

Contrary to popular belief, Americans don't hate advertising.
- Roy H. Williams

The vice-president of an advertising agency is a bit
of executive fungus that forms on a desk that has been exposed to conference.
- Fred Allen

Yahoo!
is the only company with both scale and leadership
in branded and search advertising.
- Terry Semel

Advertising is an environmental striptease for a world of abundance.
- Marshall McLuhan

Advertising is a valuable economic factor because it
is the cheapest way of selling goods,
particularly if the goods are worthless.
- Sinclair Lewis

I walked out with 14 advertising projects.
- Peter Max

Is advertising a profession, like law or medicine?
How many new parents clutch their baby to their breast and declare,
'I want this child to grow up to be a media planner'?
- Jef I. Richards

Advertising was fairly simple work, and I really just
wanted a job where I could sit and write every day
and not get fired for it like I had at other jobs,
but it was fun.
- John Hughes

Advertising people who ignore research are as dangerous
as generals who ignore decodes of enemy signals.
- David Ogilvy

If its not done ethically, advertising won't be trusted.
If consumers don't trust it, advertising is pointless.
- Jef I. Richards

Advertising is the rattling of a stick inside a swill bucket.
- George Orwell

Yes, I sell people things they don't need.
I can't, however, sell them something they don't want.
Even with advertising.
Even if I were of a mind to.
- John O'Toole

The only prejudice I've found anywhere in TV is in
some advertising agencies,
and there isn't so much prejudice as just fear.
- Nat King Cole

In other words, if you - the cost of promoting movies,
the advertising and promotion of a movie,
the budget is almost as large as the cost of the movie.
- Richard Attenborough

You know why Madison Avenue advertising has never done
well in Harlem? We're the only ones who know what it
means to be Brand X. - Dick Gregory

I have learned that it is far easier to write a speech
about good advertising than it is to write a good ad.
- Leo Burnett

It is advertising and the logic of consumerism that
governs the depiction of reality in the mass media.
- Christopher Lasch

Telling lies does not work in advertising.
- Stanislaw Lec

If advertising is not an official or state art,
it is nonetheless clearly art.
- Michael Schudson

I do not regard advertising as entertainment or an art form,
but as a medium of information.
- David Ogilvy

We are pushing hard to find quality advertising clients.
- Ben Nicholson

American advertisers rely on 'essentially illogical'
approaches to determine their advertising budgets.
- Michael Schudson

Never stop testing, and your advertising will never stop improving.
- David Ogilvy

I know half the money I spend on advertising is wasted,
but I can never find out which half.
- John Wanamaker

Television is more of a business.
You can't take as many risks, because there's so many channels now,
and the advertising's dropping.
- Dana Delany

It takes good clients to make a good advertising agency.
Regardless of how much talent an ad agency may have,
it is ineffective without good products and services to advertise.
- Morris Hite

Society drives people crazy with lust and calls it advertising.
- John Lahr

It is very likely that many firms spend more on advertising than,
for their own best interests, they should.
- Michael Schudson

It used to be that a fellow went on the police force
when everything else failed,
but today he goes in the advertising game.
- Kin Hubbard

An enormous amount of direct advertising from pharmaceutical
companies are offering a kind of instantaneous solution to problems.
- Leon Kass

I don't think there is enough educational programming,
but unfortunately, television is built around advertising
and those shows don't get the big ratings.
- Will McDonough

Governing today means giving acceptable signs of credibility.
It is like advertising and it is the same effect that is achieved -
commitment to a scenario.
- Jean Baudrillard

Sales may lead to advertising as much as advertising leads to sales.
- Michael Schudson

I went out to some advertising agencies and asked if I could do anything.
- Renny Harlin

The Internet offers an interesting combination of advertising
and community by participating in the community you
can become an advertisement for yourself.
- Walter Jon Williams

What really decides consumers to buy or not to buy
is the content of your advertising,
not its form.
- David Ogilvy

Does advertising corrupt editors? Yes it does,
but fewer editors than you may suppose...
the vast majority of editors are incorruptible.
- David Ogilvy

They say that Madison Avenue will only pay high dollars
in advertising if they get the 18-35 age range.
- Sharon Gless

Religious advertising is undergoing a dramatic conversion.
- Lisa Miller

Many manufacturers secretly question whether advertising
really sells their product,
but are vaguely afraid that their competitors might
steal a march on them if they stopped.
- David Ogilvy


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