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" The most powerful element in advertising is the truth. "

William Bernbach

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" 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. "

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" 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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" A great ad campaign will make a bad product fail faster. It will get more people to know it's bad. "

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" We don't ask research to do what it was never meant to do, and that is to get an idea. "

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" 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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" 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. "

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" Today's smartest advertising style is tomorrow's corn. "

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" 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. "

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" In communications, familiarity breeds apathy. "

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