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Leo Bogart —
American
Sociologist
Leo Bogart was an American sociologist, media and marketing expert... (wikipedia)
The Great Idea in advertising is far more than the sum of the recognition scores, the ratings and all the other superficial indicators of its success; it is in the realm of myth, to which measurements cannot apply.
Advertisements may be evaluated scientifically; they cannot be created scientifically.
In my opinion, fun is what makes advertising successful.
