Phrase by 'William Bernbach'
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The most powerful element in advertising is the truth.
Author: William Bernbach - American BusinessmanTruth , Most , Powerful , Advertising
If your advertising goes unnoticed, everything else is academic.
Author: William Bernbach - American BusinessmanYour , Everything , Academic , Advertising
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
Author: William Bernbach - American BusinessmanScience , Art , Happens , Advertising
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.
Author: William Bernbach - American BusinessmanMore , Your , Result , Creativity
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.
Author: William Bernbach - American BusinessmanJob , Us , Clients , Shine
Advertising doesn't create a product advantage. It can only convey it.
Author: William Bernbach - American BusinessmanOnly , Product , Create , Advertising
An idea can turn to dust or magic, depending on the talent that rubs against it.
Author: William Bernbach - American BusinessmanTalent , Against , Magic , Turn
In advertising not to be different is virtually suicidal.
Author: William Bernbach - American BusinessmanDifferent , Be Different , Advertising
Word of mouth is the best medium of all.
Author: William Bernbach - American BusinessmanBest , Business , Word , Mouth
In communications, familiarity breeds apathy.
Author: William Bernbach - American BusinessmanCommunication , Apathy , Familiarity
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