"Advertising doesn't create a product advantage. It can only convey it"

This quote by William Bernbach recommends that marketing is not the primary factor in creating a product benefit. Rather, it is the product itself that has the benefit, and advertising is merely a tool to interact that advantage to the general public. Advertising can be utilized to highlight the features and benefits of an item, but it can not create a product advantage. Marketing can be utilized to produce a positive perception of an item, but it can not produce a product advantage. Marketing can be utilized to develop a sense of urgency or deficiency, but it can not produce an item advantage. Ultimately, it is the item itself that has the benefit, and marketing is just a tool to communicate that benefit to the general public.