In communications, familiarity breeds apathy.
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Other Quotes by William Bernbach

The most powerful element in advertising is the truth.
Word of mouth is the best medium of all.
In advertising not to be different is virtually suicidal.
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
Nobody counts the number of ads you run; they just remember the impression you make.
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.
An idea can turn to dust or magic, depending on the talent that rubs against it.
In communications, familiarity breeds apathy.
It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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.
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