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.

Quote by William Bernbach

Topics: William Bernbach Quotes

In advertising not to be different is virtually suicidal.

In advertising not to be different is virtually suicidal.

You can say the right thing about a product and nobody will listen. You've got...

You can say the right thing about a product and nobody will listen. You've got...

We don't ask research to do what it was never meant to do, and that...

We don't ask research to do what it was never meant to do, and that...

I warn you against believing that advertising is a science.

I warn you against believing that advertising is a science.

The most powerful element in advertising is the truth.

The most powerful element in advertising is the truth.

In communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

It is insight into human nature that is the key to the communicator's skill. For...

It is insight into human nature that is the key to the communicator's skill. For...

In communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

Nothing is so powerful as an insight into human nature . . . what compulsions...

Nothing is so powerful as an insight into human nature . . . what compulsions...

All of us who professionally use the mass media are the shapers of society. We...

All of us who professionally use the mass media are the shapers of society. We...

In this very real world, good doesn't drive out evil. Evil doesn't drive out good....

In this very real world, good doesn't drive out evil. Evil doesn't drive out good....

If your advertising goes unnoticed, everything else is academic!

If your advertising goes unnoticed, everything else is academic!

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

An idea can turn to dust or magic, depending on the talent that rubs against...

An idea can turn to dust or magic, depending on the talent that rubs against...

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill...

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill...

Advertising doesn't create a product advantage. It can only convey it.

Advertising doesn't create a product advantage. It can only convey it.

In advertising, not to be different is virtual suicide.

In advertising, not to be different is virtual suicide.

Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the...

Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the...

We aim above the mark to hit the mark.

We aim above the mark to hit the mark.

We read advertisements... to discover and enlarge our desires. We are always ready - even...

We read advertisements... to discover and enlarge our desires. We are always ready - even...