William Bernbach Quotes

Online advertising may not be much more successful than an old double-barrel, but - like a good spray of buckshot - it makes up for its lack of accuracy with sheer volume. There are 10 unique ads listed with every Gmail message in your queue, each tied to the message content. And a paying sponsor.

I think daily deals are a good idea. Any ad people view as content is a good ad, and that's true for daily-deal ads too.

There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.

Companies are very, very good - better than consumers themselves - at knowing what consumers are actually craving.

Too many ads that try not to go over the reader's head end up beneath his notice.

A good advertisement is one which sells the product without drawing attention to itself.

Customers don't know what they want. There's plenty of good psychology research that shows that people are not able to accurately predict how they would behave in the future. So asking them, 'Would you buy my product if it had these three features?' or 'How would you react if we changed our product this way?' is a waste of time. They don't know.

I think we have to recognize as an industry that users have a lot more choices and can click away to a lot more media. As a result, the advertising we create really needs to be something users want to see.

It is now possible to target adverts to the right person at the right time in the right place. But that is not enough.

People pay little attention to banner ads - in fact, everyone dislikes them - and that leads to infinitesimally small click-through rates that make marketers unhappy.

Advertising works most effectively when it's in line with what people are already trying to do.

All historians are prisoners of their own experience. We bring to history the preconceptions of our personalities and our age.

You don't need Math to do business reporting. Business is all about choices that consumers make.

If you think you know the consumer better than anyone, then you're in real trouble. So we take a close watch. You spend time in stores.

There's nothing that sells stuff like television. Nothing.

Money is being wasted on adverts that go right over a consumer's head. They may win awards at Cannes, but they lose at the cash register.

It's not rocket science: The best ads tell great stories. They look and feel like the content you're already consuming. They invite you in. They make you laugh. They teach you something. They also sell.

Realtime ads are the perfect way for an advertiser to connect with users in a social environment.

Users are open to ads as long as they're relevant to their realtime experience.

Most academic historians accept that historians' own circumstances demand that they tell the story in a particular way, of course. While people wring their hands about 'revisionist' historians; on some level, the correction and amplification of various parts of the past is not 'revisionism' as it is simply the process of any historical writing.

I'm in the industry, and I'll fast-forward through the ads most of the time. But I'll stop for the good ones.

If we do not act quickly, Jaxport will fall behind competitors on the East Coast - and the economic engine that has driven this community for the past decade will be put in danger.

To study consumer behavior is to explore human nature at its most fundamental level using the modern world as its backdrop.

Bars need to be conceived and built for the local audience, not the personal tastes of the owner. Huge mistakes are made with regard to market research and concepts. Research and capital are paramount!

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