The What, How, and Why of Advertising: Unknown Basics That Shape Ad Response (Masters of Marketing Secrets Book 13)

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“ADVERTISING should be judged only by the goods it is

conclusively known to sell, at a given cost.

Mere opinions on Advertising Copy should be excluded from

consideration, because opinions on Advertising are conflicting as

opinions on Religion.

“But, it is different with Advertising, as it is with

Mechanics or with Medicine, all three of which can be

conclusively tested.

“Many Advertisers, however, seem satisfied to spend their money

on mere Opinions about Advertising when they might have invested

it on Evidence about Advertising.

“When it is anything less than Salesmanship it is not real

Advertising, but only ‘General Publicity.’ And, ‘General

Publicity’ admittedly claims only to ‘Keep the Name before the

People,’ — to produce a ‘General impression on the Trade,’ and to

‘Influence Sales’ for the salesmen.

“The only way to judge Advertising is to judge it by the

amount of goods It is conclusively known to Sell, at a given

cost.”

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