74 Quotes by William Bernbach

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

If your advertising goes unnoticed, everything else is academic!

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

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

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?

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.

With our industry being watched so carefully by governmental agencies, with the FTC ready to pounce on every claim we make, what we CAN say in our ads is forever narrowing and the sharpest tool left for us is HOW we say it.

Advertising isn't a science. It's persuasion. And persuasion is an art.

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.