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Author: William Bernbach
Quotes
The most powerful element in advertising is the truth.
The most powerful element in advertising is the truth.
-
William Bernbach
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
-
William Bernbach
In communications, familiarity breeds apathy.
In communications, familiarity breeds apathy.
-
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
Because an appeal makes logical sense is no guarantee that it will work.
-
William Bernbach
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
-
William Bernbach
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
-
William Bernbach
Properly practiced creativity can make one ad do the work of ten.
Properly practiced creativity can make one ad do the work of ten.
-
William Bernbach
Word of mouth is the best medium of all.
Word of mouth is the best medium of all.
-
William Bernbach
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
-
William Bernbach
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