Archive for the 'ch12 Strategy' Category

Scientific Advertising – Strategy (part 1)

Advertising is much like war, minus the venom. Or much, if you prefer, like a game of chess. We are usually out to capture others’ citadels or garner others’ trade. We must have skill and knowledge. We must have training and experience, also right equipment. We must have proper ammunition, and enough. We dare not […]

How to set a price for your product (part 2)

Sometimes a price must be decided. A high price creates resistance. It tends to limit ones field. The cost of getting an added profit may be more than the profit. It is a well-known fact that the greatest profits are made on great volume at small profit. Campbell’s Soups, Palmolive Soap, Karo Syrup and Ford […]

USP Advertising – Claude Hopkins (part 3)

Other lines are only less difficult. A new shaving soap, as an example. About every possible customer is using a rival soap. Most of them are satisfied with it. Many are wedded to it. The appeal must be strong enough to win those people from long established favor. Such things are not accomplished by haphazard […]

Choosing Your Brand Name (part 4)

Vaseline is an example. That product established a new demand, then almost monopolized that demand through wisdom at the start. To have called it some different brand of petroleum jelly might have made a difference of millions in results. Jell-O, Postum, Victrola, Kodak, etc., established coined names which came to typify a  product. Some such […]