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"In advertising not to be different is virtually suicidal."
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"Advertising is the 'wonder' in Wonder Bread."
"A good ad which is not run never produces sales."
"News is what somebody somewhere wants to suppress; all the rest is advertising."
"Nobody's profitable at this moment, because recession is on; advertising dollars are down, and expenses are way up. So that kind of belies the situation that you would expect, because the ratings are way up everywhere."
"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."
"Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising."
"If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising."
"The network and local TV angle of broadcast television has received a black eye for not properly debating within the news issues that should be debated, instead of shuffling them of to television advertising."
"We have always said that advertising is just the icing on the cake. It is not the cake."
Explore more quotes by William Bernbach
"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."
"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."
"In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive."
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