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Nobody counts the number of ads you run they just remember the impression you make.
William Bernbach
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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Number
Advertisements
Nobody
Publicity
Numbers
Ads
Business
Counts
Running
Marketing
Remember
Advertising
Make
Impression
Selling
Adverts
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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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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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Advertising doesn't create a product advantage. It can only convey it.
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Because an appeal makes logical sense is no guarantee that it will work.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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The most powerful element in advertising is the truth.
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Adapt your techniques to an idea, not an idea to your techniques.
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Properly practiced creativity can make one ad do the work of ten.
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Persuasion is not a science but an art
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Don't confuse good taste with the absence of taste.
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The difference between the forgettable and the enduring is artistry.
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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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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
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In advertising, not to be different is virtually suicidal.
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Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
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In communications, familiarity breeds apathy.
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Rules are what the artist breaks the memorable never emerged from a formula.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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