Advertising doesn't create a product advantage. It can only convey it.
More Quotes from 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.William Bernbach
The most powerful element in advertising is the truth.
William Bernbach
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
In advertising not to be different is virtually suicidal.
William Bernbach
With our industry being watched so carefully by governmental agencies, with the FTC ready to pounce on every claim we make, what we CAN say in our ads is forever narrowing and the sharpest tool left for us is HOW we say it.
William Bernbach
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Based on Topics: Advertising Quotes, Product QuotesThe need for a college education is even more important now than it was before, but I think that the increased costs are a very severe obstacle to access. It is an American dream, and I think that one of our challenges is to find a way to make that available.
Roy Romer
How can a society that exists on instant mashed potatoes, packaged cake mixes, frozen dinners, and instant cameras teach patience to its young?
Paul Sweeney
I do not believe in sex distinction in literature, law, politics, or trade - or that modesty and virtue are more becoming to women than to men, but wish we had more of it everywhere.
Belva Lockwood