Archive for the 'ch11 Information' Category

The Importance of Information in Advertising (part 1)

An ad-writer, to have a chance at success, must gain full information on his subject. The library of an ad agency should have books on every line that calls for research. A painstaking advertising man will often read for weeks on some problem which comes up. Perhaps in many volumes he will find few facts […]

Claude Hopkins – How To Do Customer Research (part 2)

On another line, letters were sent to 12,000 physicians. Questionnaires are often mailed to tens of thousands of men and women to get the viewpoint of consumers. A $25,000-a-year man, before advertising outfits for acetylene gas, spent weeks in going from farm to farm. Another man did that on a tractor. Before advertising a shaving […]

Advertising: Persuading through Facts (part 3)

It is often necessary in a line to learn the total expenditure. We must learn what a user spends a year, else we shall not know if users are worth the cost of getting. We must learn the total consumption, else we may overspend. We must learn the percentage of readers to whom our product […]

Information Based Advertising (part 4)

In every line involving scientific details a censor is appointed. The ad-writer, however well informed, may draw wrong inferences from facts. So an authority passes on every advertisement. The uninformed would be staggered to know the amount of work involved in a single ad. Weeks of work sometimes. The ad seems so simple, and it […]