|
Thus we learn the amount of action which each ad engenders.
But those figures are not final. One ad may bring too many
worthless replies, another replies that are valuable. So our final
conclusions are always based on cost per customer or cost per dollar of sale.
These coupon plans are dealt with further in the chapter on "Test
Campaigns." Here we explain only how we employ them to discover advertising principles.
In a large ad agency coupon returns are watched and recorded on
hundreds of different lines. In a single line they are sometimes
recorded on thousands of separate ads. Thus we test everything
pertaining to advertising. We answer nearly every possible question by multitudinous traced returns.
Some things we learn in this way apply only to particular lines.
But even those supply basic principles for analogous undertakings.
Others apply to all lines. They become fundamentals for
advertising in general. They are universally applied. No wise
advertiser will ever depart from those unvarying laws.
We propose in this book to deal with those fundamentals, those
universal principles. To teach only established techniques. There is
that technique in advertising, as in all art, science and mechanics. And it is, as in all lines, a basic essential.
The lack of those fundamentals has been the main trouble with
advertising of the past. Each worker was a law unto himself. All
previous knowledge, all progress in the line, was a closed book to
him. It was like a man trying to build a modern locomotive without
first ascertaining what others had done. It was like a Columbus
starting out to find an undiscovered land.
Men were guided by whims and fancies - vagrant, changing
breezes. They rarely arrived at their port. When they did, quite by
accident, it was by a long roundabout course.
|
