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" A great ad campaign will make a bad product fail faster. It will get more people to know it's bad. "
William Bernbach
Will
Bad
Great
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" I warn you against believing that advertising is a science. "
William Bernbach
Advertising
Believing
Science
" 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. "
William Bernbach
Human Nature
Key
Nature
" Nobody counts the number of ads you run; they just remember the impression you make. "
William Bernbach
Run
You
Remember
" Our job is to bring the dead facts to life. "
William Bernbach
Life
Dead
Bring
" We don't ask research to do what it was never meant to do, and that is to get an idea. "
William Bernbach
Research
Get
Ask
" If your advertising goes unnoticed, everything else is academic. "
William Bernbach
Everything
Your
Academic
" 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
Will
Good
Insurance
" 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. "
William Bernbach
Feel
You
Say
" Advertising doesn't create a product advantage. It can only convey it. "
William Bernbach
Product
Create
Advertising
" Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. "
William Bernbach
Art
Persuasion
Science
" In communications, familiarity breeds apathy. "
William Bernbach
Familiarity
Communication
Apathy
" 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
Drive
Evil
Good
" Today's smartest advertising style is tomorrow's corn. "
William Bernbach
Advertising
Today
Style
" Because an appeal makes logical sense is no guarantee that it will work. "
William Bernbach
Because
Will
Sense
" In advertising not to be different is virtually suicidal. "
William Bernbach
Be Different
Advertising
Different
" No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway. "
William Bernbach
Product
Fall
Going
" 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
Past
Research
Good
" Word of mouth is the best medium of all. "
William Bernbach
Business
Word
Mouth
" The most powerful element in advertising is the truth. "
William Bernbach
Advertising
Most
Powerful
" Properly practiced creativity can make one ad do the work of ten. "
William Bernbach
Make
Work
Ad
" An idea can turn to dust or magic, depending on the talent that rubs against it. "
William Bernbach
Turn
Talent
Magic
" Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message. "
William Bernbach
Product
Job
Clients
" 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. "
William Bernbach
More
Creativity
Lift