Properly practiced creativity can make one ad do the work of ten.
From 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.
In advertising not to be different is virtually suicidal.
Word of mouth is the best medium of all.
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.
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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.
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
Our job is to bring the dead facts to life.
Nobody counts the number of ads you run; they just remember the impression you make.
12 perspectives
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