“Much advertising seems based on the theory you can beat the clutter if you only yell loud enough. There’s no idea, just more noise. The result is advertising that’s invisible. To beat clutter, you need advertising that isn’t part of the din, advertising that works harder on the third exposure than the first. You don’t get it with the boring formulas on which so much advertising is based.”
Bill Backer,
Co-founder and president of Backer & Spielvogel
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