Advertising is fundamentally persuasion and …– William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
Forget words like ‘hard sell’ and ‘soft sell.’ That will only confuse you. Just be sure your advertising is saying something with substance, something that
A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad.
Advertising doesn’t create a product advantage. It can only convey it.
Properly practiced creativity can make one ad do the work of ten.
Because an appeal makes logical sense is no guarantee that it will work.
In advertising not to be different is virtually suicidal.
In communications, familiarity breeds apathy.
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