An ad writer, to have a chance of 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 will often read for weeks on some problem which comes up. Keep reading »
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 »
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 »
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 »
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 »