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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
William Bernbach
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Interpretation

What this quote means

The effectiveness of an advertisement is context-dependent, varying with time and circumstances.

William Bernbach suggests that advertisements cannot be judged as purely good or bad on their own; rather, their value is influenced by the context in which they are placed and the audience's current perceptions. He highlights the importance of understanding that what may be regarded as effective advertising at one time can lose its effectiveness as situations and consumer sentiments evolve, cautioning against solely relying on past research in a dynamic field like advertising.

Themes

AdvertisingContextPerceptionResearchChange

In practice

Example use cases

During a marketing seminar to illustrate the need for adaptability in advertising strategies.

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In advertising, not to be different is virtually suicidal.
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You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.
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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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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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Let us prove to the world that good taste, good art, and good writing can be good selling.
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