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His cost of result might be twenty times as high as on another
article which appeals to one in five. That excessive cost would
probably mean disaster. For reasons like these every new advertiser should seek for wise advice. No one with the interests of advertising at heart will advise any dubious venture.
Some claims not popular enough to feature in the main are still
popular enough to consider. They influence a certain number of
people - say one-fourth of your possible customers. Such claims may be featured to advantage in a certain percentage of headlines. It should probably be included in every advertisement. But those are not things to guess at. They should be decided by actual knowledge, usually by traced returns.
This chapter, like every chapter, points out a very important
reason for knowing your results. Scientific advertising is impossible without that. So is safe advertising. So is maximum profit. Groping in the dark in this field has probably cost enough money to pay the national debt. That is what has filled the advertising graveyards. That is what has discouraged thousands who could profit in this field. And the dawn of knowledge is what is bringing a new day in the advertising world.
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