Archive for the 'ch01 How Advertising Laws Are Established' Category

Learn Advertising Fundamentals (part 1)

The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct methods of procedure have been proved and established. We know what is most effective, and […]

The rules of advertising (part 2)

Individuals may come and go, but they leave their records and ideas behind them. These become a part of the organization’s equipment, and a guide to all who follow. Thus, in the course of decades, such agencies become storehouses of advertising experiences, proved principles, and methods. The large agencies also come into intimate contact with […]

How To Measure Advertising Response (part 3)

In lines where direct returns are impossible, we compare one town with another. Scores of methods may be compared in this way, measured by cost of sales. But the most common way is by the use of the coupon. We offer a sample, a book, a free package, or something to induce direct replies. Thus […]

Learn Advertising Guidelines (part 4)

The lack of those fundamentals has been the main trouble with advertising of the past. Each worker was a law to himself. All previous knowledge, all progress in the line, was a closed book to him. It was like a man trying to build a modern locomotive without first ascertaining what others had done. It […]

The Science of Advertising (part 5)

Advertising has flourished under these new conditions. It has multiplied in volume, in prestige and respect. The perils have increased many fold. Just because the gamble has become a science, the speculation a very conservative business. These facts should be recognized by all. This is no proper field for sophistry or theory, or for any […]