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David Ogivly: a good campaign comes out of good research.Bill Bernbach: Logic and over-analysis can immobilize and sterilize an idea. It's like love the more you analyze it, the faster it disappears.The three secret ingrediants of a great campaing Im-Re-Gel: impact, relevance, Geloofwaardig (credibility).Three qualities to become a succefull advertiser: curiosity, stamina, upside down thinking Massclusivity: light buyers are more important than heavy buyers. The lecturer said that it was a good idea to make an exam question about this....
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The original sheet notes can be found on the worldsupporter site: Lecture notes: Psychology of Advertising - ENG - UL (2015/2016)
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