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

William Bernbach

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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Business
Counts
Running
Marketing
Remember
Advertising
Make
Impression
Selling
Adverts
Number
Advertisements
Nobody
Publicity
Numbers
Ads

More quotes by William Bernbach

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If your advertising goes unnoticed, everything else is academic!
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Because an appeal makes logical sense is no guarantee that it will work.
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I warn you against believing that advertising is a science.
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Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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Imitation can be commercial suicide.
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In communications, familiarity breeds apathy.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
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Advertising doesn't create a product advantage. It can only convey it.
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We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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In advertising, not to be different is virtually suicidal.
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Persuasion is not a science but an art
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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.
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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?
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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach