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"Advertising doesn't create a product advantage. It can only convey it."
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"Advertising is the modern substitute for argument; its function is to make the worse appear the better."
"I was taken in by what might be called the Hard Times version of the Communists' advertising or recruiting technique."
"You can tell the ideals of a nation by its advertising."
"Ninety-nine percent of advertising doesn't sell much of anything."
"Governing today means giving acceptable signs of credibility. It is like advertising and it is the same effect that is achieved - commitment to a scenario."
"Obama was 200 percent advertising. I promote myself to sell my brands. Because now I am a kind of celeb. I am in a different world than the fashion industry. I am with Mick Jagger, Michael Jackson, Madonna. I build me as a celebrity."
"Neoclassical economics insists that advertising cannot force consumers to buy anything they don't already want to buy."
"I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes."
"Until the rise of American advertising, it never occurred to anyone anywhere in the world that the teenager was a captive in a hostile world of adults."
Explore more quotes by William Bernbach
"You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen."
"A great ad campaign will make a bad product fail faster. It will get more people to know it's bad."
"It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen."
"In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive."
"Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before."
"Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art."
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