An Interview with Mr.Chaerles Kollewe (8)

Doyle Dane Bernbach Inc. Vice President, Copy Group Supervisor

chuukyuu Among some comments or remarks Mr. Bernbach made on advertising and creative techniques, what do you remember as. the most impressive or helpful to you?

Mr. Kollewe His remark that you've got to have people believe in what you say.
Getting them to notice you is one thing, but getting them to believe is another.
You have to do both, of course, but I think believability is the more important of the two.
When someone takes time out from their busy day to read a few lines in your ad or watch a few seconds of your TV commercial, they're doing you a favor. And you'd better have something convincing to say, or they just won't bother to look at you again.

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