Quotation:
"Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art."
More quotes from: William Bernbach
- "A great ad campaign will make a bad product fail faster. It will get more ..."
- "Advertising doesn't create a product advantage. It can only convey it. "
- "All of us who professionally use the mass media are the shapers of society. We ..."
- "Because an appeal makes logical sense is no guarantee that it will work. "
- "Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be ..."
- "I warn you against believing that advertising is a science. "
- "If your advertising goes unnoticed, everything else is academic. "
- "In advertising not to be different is virtually suicidal. "
- "In communications, familiarity breeds apathy. "
- "In this very real world, good doesn't drive out evil. Evil doesn't drive out good. ..."
- "It is insight into human nature that is the key to the communicator's skill. For ..."
- "Just because your ad looks good is no insurance that it will get looked at. ..."
- "No matter how skillful you are, you can't invent a product advantage that doesn't exist. ..."
- "Nobody counts the number of ads you run; they just remember the impression you make. "
- "Our job is to bring the dead facts to life. "
- "Our job is to sell our clients' merchandise... not ourselves. Our job is to kill ..."
- "Properly practiced creativity can make one ad do the work of ten. "
- "Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can ..."
- "The most powerful element in advertising is the truth. "
- "There are a lot of great technicians in advertising. And unfortunately they talk the best ..."
- "There is no such thing as a good or bad ad in isolation. What is ..."


