William Bernbach Quotes

Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if you will, of the merchant who cries aloud his wares.

The object of advertising is to get people to feel better about the product you're selling.

Here's how Apple does marketing in a nutshell: Make a great product, then let people know about it. That's it. Neither aspect of that is easy, but the important thing is it has to happen in that order. It all starts with a great product.

The tricks and artifices of advertising are available to the seller of the better product no less than to the seller of the poorer product. But only the former enjoys the advantage derived from the better quality of his product.

Positioning should be decided before the advertising is created

You have to prove that the Freberg way will sell their product better than if they just did straight advertising. Whenever I give a lecture or seminar, that's what I try to get across to people. I hear very few radio commercials that sound like I could have written them or that they got the idea.

Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.

Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't.

Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.

Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.

Advertising is the principal reason why the business man has come to inherit the earth.

I do not regard advertising as entertainment or an art form, but as a medium of information.

Advertising generally works to reinforce consumer trends rather than to initiate them.

You can talk about reality TV if you want to, but guess what - it was a big commercial for Kym Whitley.

We have always said that advertising is just the icing on the cake. It is not the cake.

I understand the concept of advertising. It makes sense. Companies want to reach customers with information about their products. It's a completely legitimate and valuable notion.

Great advertising triggers an emotion in you. It has purpose. It touches a nerve, and that provokes a reaction.

Great marketing cannot sell a pedestrian product very well.

Yeah, getting the company that would help advertise and cross promote the movie on the release was an important factor for New Line, so we went out to a lot of different companies.

Advertising as the printed form of selling would seem... ultimately to be justified in so far as it serves as a means of increasing legitimate human wants, as an agency of fair and economic competition in the distribution of goods, and as a stimulant to social progress.

It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is the purpose of advertising to make the reader say, 'I believe I'll buy one when I'm shopping tomorrow'.

We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'

Many billboards and magazine ads have resorted to showing isolated body parts rather than full-body portraits of models using or wearing products. This style of photography, known in the industry as abstract representation, allows the viewer to see himself in the advertisement, rather than the model.