|
That seems almost unbelievable. Even a storekeeper who inserts a twenty-dollar ad
knows whether it pays or not. Every line of a big stores ad is charged to the proper
department. And every inch used must the next day justify its cost.
Yet most national advertising is done without justification. It is merely presumed to pay.
A little test might show a way to multiply returns.
Such methods, still so prevalent, are not very far from their end. The advertising men
who practice them see the writing on the wall. The time is fast coming when men who
spend money are going to know what they get. Good business and efficiency will be
applied to advertising. Men and methods will be measured by the known returns, and
only competent men can survive.
Only one hour ago an old advertising man said to the writer, "The day for our type is
done. Bunk has lost its power. Sophistry is being displaced by actuality. And I tremble at
the trend."
So do hundreds tremble. Enormous advertising is being done along scientific lines. Its
success is common knowledge. Advertisers along other lines will not much longer be
content.
We who can meet the test welcome these changed conditions. Advertisers will multiply
when they see that advertising can be safe and sure. Small expenditures made on a
guess will grow to big ones on a certainty. Our line of business will be finer, cleaner,
when the gamble is removed. And we shall be prouder of it when we are judged on
merit.
- End -
Previous Page -
Back to Table of Contents
|