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

quote by William Bernbach
Added by Lucian Velea
Comment! | Vote! | Copy!

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

quote by William Bernbach
Added by Lucian Velea
Comment! | Vote! | Copy!

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

quote by William Bernbach
Added by Lucian Velea
Comment! | Vote! | Copy!

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

quote by William Bernbach
Added by Lucian Velea
Comment! | Vote! | Copy!

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

quote by William Bernbach
Added by Lucian Velea
Comment! | Vote! | Copy!

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

quote by William Bernbach
Added by Lucian Velea
Comment! | Vote! | Copy!

The real giants have been poets, men who jumped from facts into the realm of imagination and ideas.

quote by William Bernbach
Added by Lucian Velea
Comment! | Vote! | Copy!

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

quote by William Bernbach
Added by Lucian Velea
Comment! | Vote! | Copy!

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.

quote by William Bernbach
Added by Lucian Velea
Comment! | Vote! | Copy!

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?

quote by William Bernbach
Added by Lucian Velea
Comment! | Vote! | Copy!