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That is what mail order advertisers do - try out plan after
plan to constantly reduce the cost. Why should any general advertiser be less business-like and careful?
Another service of the test campaign is this: An advertiser is
doing mediocre advertising. A skilled advertising agent feels that he can greatly increase results. The advertiser is doubtful. He is doing fairly well. He has alliances which he hesitates to break. So he is inclined to let well enough alone.
Now the question can be submitted to the verdict of a test. The
new agent may take a few towns, without interfering with the general campaign. Then compare his results with the general results and prove his greater skill.
Plausible arguments are easy in this line. One man after another
comes to an advertiser to claim superior knowledge or ability. It is
hard to decide, and decisions may be wrong. Now actual figures
gained at a small cost can settle the question definitely. The advertiser makes no commitment. It is like saying to a salesman, "Go out for a week and prove yourself." A large percentage of all the advertising done would change hands if this method were applied.
Again we come back to scientific advertising. Suppose a chemist
would say in an arbitrary way that this compound was best, or that
better. You would little respect his opinion. He makes tests -
sometimes hundreds of tests - to actually know which is best. He will never state a supposition before he has proved it. How long before advertisers in general will apply that exactness to advertising?
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