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Guaranteeing Results from Advertising

Sunday, 22 June 2008 18:15 administrator
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Is it possible to guarantee advertising results? If you approach advertising as a science instead of an art results are fairly predictable.

The first tangible return from an advertiser’s money, when invested in space, is an
inquiry about the product. That inquiry may be verbal to a clerk over the counter, or it may be by mail, in a written, stamped and posted letter.

But, in either case, it is just an inquiry for the goods, of one sort or another. It is the first
practical evidence that the money spent is earning something tangible in return.

Now it may take two or three times as much conviction in copy to make a consumer
write an inquiry for goods, and post it, as it would have taken to make that same consumer
inquire verbally for the goods advertised, when passing a store that should sell them.

Last Updated ( Thursday, 18 June 2009 04:45 ) Read more...

ADVERTISING is just Salesmanship-on-paper

Sunday, 22 June 2008 17:09 administrator
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ADVERTISING is just Salesmanship-on-paper.

It is a means of multiplying the work of the Salesman, who writes it, several thousand-fold.

With the salary paid to a single Salesman it is possible, through advertising, to reach a thousand customers for every one he could have reached orally.

Last Updated ( Tuesday, 14 April 2009 18:27 ) Read more...

Individuality in advertising

Saturday, 21 June 2008 23:41 Claude Hopkins
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    A person who wants to make an impression must stand out in some way. However being eccentric or deviant is not an appropriate distinction and should be avoided, while engaging in admirable behavior and ideas in refreshing new ways gives one a great advantage.

Last Updated ( Thursday, 26 June 2008 18:19 ) Read more...

Creating Effective Advertising

Sunday, 22 June 2008 16:59 administrator
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Advertising should be judged only by the goods it is conclusively known to sell at a givencost. Mere Opinions on Advertising Copy should be excluded from consideration.
Opinions on Advertising are as conflicting as opinions on Religion. Forty per cent of all the people in the world are Buddhists, and are of the Opinion that Buddhism is the only true religion. Twelve per cent of the world’s people being Roman Catholics, are firm in the opinion that the remaining 88 percent are wrong, and sure of damnation accordingly.

Last Updated ( Tuesday, 29 July 2008 01:58 ) Read more...

Advertising: Test Campaigns

Saturday, 21 June 2008 23:40 administrator
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Almost any questions can be answered, cheaply, quickly and finally, by a test campaign. And that's the way to answer them - not by arguments around a table. Go to the court of last resort - the buyers of your product.

Last Updated ( Sunday, 29 June 2008 18:21 ) Read more...

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