A Quote by William Bernbach
Properly practiced creativity can make one ad do the work of ten.
Related Quotes
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.
Buying a banner, you have no control whether ten different people see your ad once, or one person sees it ten times.
So paid media is when you buy an ad - typically in a presidential campaign that will be in Iowa, New Hampshire, the early states. It costs some money to make the ad, but the greatest cost is in actually placing the ad on TV.
I'm not an ad-libber. If I'm asked to ad-lib, I can ad-lib forever and it's really fun to do that, but I find that well-written scripts are put together very carefully. Once you start to ad-lib and add words to sentences, there's a slacking that happens. When it's good writing, it's taut. I'm not judging people who do ad-lib.
Instead of just purchasing an ad campaign, target test and measure. Give an ad a small try. If the response is enough to pay for the ad, make it larger. With a franchise, ask the most successful franchisees what they did. Ask the bottom five guys what they did and avoid it.
I love dancing and practiced ballet for ten years until I realized I wouldn't make it professionally - then I started taking salsa classes. I learned to dance samba in Rio and Salvador when I lived in Brazil.
Imagine you're watching '30 Rock' and an ad comes on, but you don't like it. With Hulu Ad Swap, you can actually click the button and trade out the ad. So for the first time ever, a consumer is in control of their ad experience. For us, it's a big win because users are able to take control of what they see.
The Bible Belt, the religious South, is the section of the country that practiced slavery until the war made them give it up. They practiced segregation. They practiced lynchings. I don't see any great value in that.
Creativity is God's will for us and should be practiced like any other spiritual practice -a day at a time.
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'.
Properly practiced, knitting soothes the troubled spirit, and it doesn't hurt the untroubled spirit either.
Everone has a pain thermometer that goes from zero to ten. No one will make a change until they reach ten. Nine won't do it. At nine you are still afraid. Only ten will move you, and when you're there, you'll know. No one can make that decision for you.
I used to work, part time, in a deli, in those days when your parents made you work just so you should know what work was like. And you'd make 4, 5, 6, ten dollars.
Diplomacy, if properly practiced, is not just talking for the sake of talking.
I shall not make an argument ad hominem. My argument is ad bullshitem.
I consider creativity to be a more non-rational, subconscious thing. You have a relationship to your creativity - you can feed it with content, with some rational prodding and sleep and things like that, but the mechanisms by which your creativity work are largely unknown.
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