"Everything you write:
every word, every character, every shadow should promote the message you are trying to convey"
1911 - 1982.
William Burnbach is a legendary figure in history. He is one of the founders of the agency DDB (Doyle Dane Bernbach) and the author of the best advertising campaign of the XX century "Think Small" for Volkswagen Beetle. An invaluable merit of William Burnbach is the creation of creative teams of copywriters and art directors - before him they worked in different departments.
involves working with media for the purpose of informing the public of an organization's mission, policies and practices in a positive, consistent and credible manner.
"Often a simple
change of heading
efficiency 5-10 times"
A well-known pioneer of advertising, a recognized master and a sales genius, Claude Hopkins systematized and summarized his phenomenal experience in the books "My Life in Advertising" and "Scientific Advertising", which withstood more than a thousand reprints. David Ogilvy talked about Hopkins's work as follows: "No one should even be allowed to be advertised until he read this book at least seven times."
transforming unsatisfactory, negative demand into a positive