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The money is spent blindly, merely to satisfy some advertising whim. Not new advertisers only. Many an old advertiser has little or no idea of his advertising results. The business is growing through many efforts combined, and advertising is given its share of the credit.
An advertiser of many years standing, spending as high as
$700,000 per year, told the writer he did not know whether his
advertising was worth anything or not. Sometimes he thought that his business would be just as large without it.
The writer replied, "I do know. Your advertising is utterly
unprofitable, and I could prove it to you next week. End an ad with
an offer to pay five dollars to anyone who writes you that he read the ad through. The scarcity of replies will amaze you."
Think what a confession - that millions of dollars being spent
without knowledge of results. Such a policy applied to all factors in a business would bring ruin in short order.
You see other ads which you may not like as well. They may seem
crowded or verbose. They are not attractive to you, for you are
seeking something to admire, something to entertain. But you will
note that those ads are keyed.
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