 |
…for agencies who do take an integrated approach, and who think of digital not as something apart but as just a part of advertising, the complementarity of artistic, emotional messaging with scientific, rational arguments starts to become real.
|
107 |
 |
The science of advertising works because of the art of advertising.
|
106 |
 |
…a scientific approach to art results in banality rather than a masterpiece.
|
118 |
 |
Neuroscience helps us persuade better; behavioral economics assists people to make choices.
|
242 |
 |
For any theory to be scientific, it must be stated in such a way that it can be shown to be false as well as true.
|
150 |
 |
Social scientists are finding that once people are aware of their biases, know how they work, and pay mindful attention to them… they have greater power to control them.
|
301 |
 |
Making mistakes is central to the education of budding scientists and artists of all kinds; they must have the freedom to experiment, try this idea, flop, try another idea, take a risk, be willing to get the wrong answer.
|
309 |
 |
Honesty and integrity stand as cornerstones in science; only the most dense, disturbed, and corrupt young practitioners fail to grasp this point.
|
078 |
 |
Experience, knowledge, and prescience are a formidable combination of powers. Do not underestimate any of them.
|
082 |
 |
Management is a practice rather than a science or profession, though containing elements of both.
|
011 |
