The Difference Between The Forgettable And The

I Warn You Against Believing That Advertising Is A Science.

You Can Say The Right Thing About A Product And Nobody Will Listen. You’ve Got To Say It In Such A Way That People Will Feel It In Their Gut. Because If They Don’t Feel It, Nothing Will Happen.

Persuasion Is Not A Science But An Art

Advertising Is Fundamentally Persuasion And Persuasion Happens To Be Not A Science, But An Art.

If Your Advertising Goes Unnoticed, Everything Else Is Academic!