An ad-writer, to have a chance at success, must gain full information on his subject. The library of an ad agency should have books on every line that calls for research. A painstaking advertising man Advertising is much like war, minus the venom. Keep reading »
Chris Mole
Chapter 13 – Use Of Samples
The product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it. That being so, samples are of prime importance. However expensive, they usually form the cheapest selling method. Keep reading »
Chapter 14 – Getting Distribution
Most advertisers are confronted with the problem of getting distribution. National advertising is unthinkable without that. A venture cannot be profitable if nine in ten of the converts fail to find the goods.
To force dealers to stock by bringing repeated demands may be enormously expensive. Keep reading »
Chapter 15 – Test Campaigns
Almost any question 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. Keep reading »
Chapter 16 – Leaning On Dealers
We cannot depend much in most lines on the active help of jobbers or of dealers. They are busy. They have many lines to consider. The profit on advertised lines is not generally large. And an advertised article is apt to be sold at cut prices. Keep reading »
