Religion is opinion Advertising should be based on facts. Religion must continue in the realm of Opinion, because no one can decide which Creed is right;, and which wrong, till he dies and finds out the facts for himself. And no mere man who died has ever come back to Earth to settle the dispute. But, it is different with Advertising, as it is with Mechanics or with Medicine, all three of which can be conclusively tested.
Too many business owners seem content to spend their money on mere opinions about advertising when they might have invested it on facts about advertising. These are the Advertisers whose business must die before they can be convinced that Branding is wrong and reason why advertising is correct.
Do you No a company that would give a salesperson a commission over a report from him that he was "Influencing Sales" for their other Salesperson? They would expect him to prove he was earning his salary by making a satisfactory record on sales. That is just what the advertising employer should demand from his advertising expenditure, proven sales, carrying a satisfactory profit. And, if he insists upon it he can get the kind of advertising which will actually produce sales instead of vague "Branding."
Because, true Advertising is only "Salesmanship-on-paper" after all. 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.
Bad Advertising makes the same lame excuses as a Salesman who failed to earn his salary in actually selling goods. But General Publicity, or any other Advertising, should be judged by the same standards as the Salesman is judged, viz., by the goods it is clearly proven to sell at a given cost per dollar invested in it. - 16651
Too many business owners seem content to spend their money on mere opinions about advertising when they might have invested it on facts about advertising. These are the Advertisers whose business must die before they can be convinced that Branding is wrong and reason why advertising is correct.
Do you No a company that would give a salesperson a commission over a report from him that he was "Influencing Sales" for their other Salesperson? They would expect him to prove he was earning his salary by making a satisfactory record on sales. That is just what the advertising employer should demand from his advertising expenditure, proven sales, carrying a satisfactory profit. And, if he insists upon it he can get the kind of advertising which will actually produce sales instead of vague "Branding."
Because, true Advertising is only "Salesmanship-on-paper" after all. 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.
Bad Advertising makes the same lame excuses as a Salesman who failed to earn his salary in actually selling goods. But General Publicity, or any other Advertising, should be judged by the same standards as the Salesman is judged, viz., by the goods it is clearly proven to sell at a given cost per dollar invested in it. - 16651
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Dennis Gartland is an expert at testing ad campaign on the internet visit our site or contact us to learn more about pr advertising Click here for information on effectiveSearch Engine advertising
