We are here today to debunk two seductive and oft-repeated advertising myths. The first is that you can sell even a poor product with great advertising. The second is that a great product will sell itself. It just isn't so. "A great advertising campaign will make a bad product fail faster," the late Bill Bernbach, a famous New York advertising executive once said. His experience had shown him that the more a bad product is advertised the quicker people will find out what a dud it really is. What's more, there are plenty of advertising case histories to support his theory.
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