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"In advertising not to be different is virtually suicidal."
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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."
"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."
"Is advertising a profession, like law or medicine? How many new parents clutch their baby to their breast and declare, 'I want this child to grow up to be a media planner'?"
"In advertising, not to be different is virtual suicide."
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."
"In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive."
"Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art."
"Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent."
"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."
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