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 (Bill) Bernbach" (August 13, 1911 – October 2, 1982) was an American advertising creative director. He was one of the three founders in 1949 of the international advertising agency Doyle Dane Bernbach (DDB). He directed many of the firm's breakthrough ad campaigns and had a lasting impact on the creative team structures now commonly used by ad agencies.If you enjoy these quotes, be sure to check out other famous businessmen! More William Bernbach on Wikipedia.
All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.
In advertising, not to be different is virtual suicide.
Nothing is so powerful as an insight into human nature . . . what compulsions drive a man, what instincts dominate his action . . . if you know these things about a man you can touch him at the core of his being.
In communications, familiarity breeds apathy.
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
We don't ask research to do what it was never meant to do, and that is to get an idea.
Advertising doesn't create a product advantage. It can only convey it.