Advertising doesn't create a product advantage. It can only convey it.
quote by William Bernbach
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Related quotes
There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.
quote by Jerry Della Femina
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
quote by David Ogilvy
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
quote by William Bernbach
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The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it.
quote by Frank Luntz
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The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
quote by David Ogilvy
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The effectiveness of advertising depends on the amount and kind of product information available to consumers... advertising will be more successful the more impoverished the consumer's information environment.
quote by Michael Schudson
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Why, I ask, isn't it possible that advertising as a whole is a fantastic fraud, presenting an image of America taken seriously by no one, least of all by the advertising men who create it?
quote by David Riesman
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If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
quote by David Ogilvy
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The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
quote by Leo Burnett
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But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.
It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
quote by David Ogilvy
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Let advertisers spend the same amount of money improving their product that they do on advertising and they wouldn't have to advertise it.
quote by Will Rogers
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The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
quote by David Ogilvy
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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
quote by David Ogilvy
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Disappointed
The best way to avoid,
Something allowed to exist...
But now one wishes it to rid,
Is not to create it.
Or make claims to benefit,
Only when it is to one's periodic advantage.
So many insist,
On not being aware of what they've permitted.
To then attempt to remove themselves,
Of any responsibility that reflects their involvement.
As if a conscious investment made...
Disappointed in the expected dividends given.
The best way to avoid,
Something allowed to exist...
But now one wishes it to rid,
Is not to create it.
Or make claims to benefit,
Only when it is to one's periodic advantage.
poem by Lawrence S. Pertillar
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The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.
quote by Leo Burnett
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Just Because
Just because you did
Doesn't mean that you should
Just because you can
Doesn't mean that you could
Just because you are able
Doesn't mean you would
Just because you sat
Doesn't mean you should‘ve stood.
Just because you spoke
Doesn't mean that you thought
Just because you looked
Doesn't mean that you sought
Just because you argued
Doesn't mean that you fought
Just because you dreamed
Doesn't mean that you wished not.
Just because you cried
Doesn't mean that you wept
Just because you had
Doesn't mean that you kept
Just because you cleaned
Doesn't mean that you swept
Just because you said yes
Doesn't mean that you accept.
Just because you gathered
Doesn't mean that you own
Just because you gave up
Doesn't mean that you were alone
Just because you saw
Doesn't mean that you were shown
Just because you expiate
Doesn't mean you should atone.
Just because your old
Doesn't mean that you have flaws
Just because you won
Doesn't mean you have to applause
Just because you waited
Doesn't mean that you paused
Just because you were you
Doesn't mean anything, because.
Randy L. McClave
poem by Randy McClave
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It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
quote by David Ogilvy
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Ninety-nine percent of advertising doesn't sell much of anything.
quote by David Ogilvy
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