"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"

This quote by William Bernbach talks to the ever-changing nature of advertising. What operate in one minute might not work in another, and also study can only inform us what has actually worked in the past. This implies that relying solely on research study can bring about out-of-date or inadequate marketing. Bernbach is suggesting that in order to develop effective ads, we must understand the changing environment as well as agree to take dangers. We should be open to originalities as well as want to experiment in order to create advertisements that are relevant and efficient. In other words, there is no one-size-fits-all method to advertising, and what operate in one moment may not operate in one more.