“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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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach 
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I warn you against believing that advertising is a science.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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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.
William Bernbach
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If your advertising goes unnoticed, everything else is academic.
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