Audio only
Length2h 21m
About this audiobook
The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct methods of procedure have been proved and established. We know what is most effective, and we act on basic laws.
Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly, no other enterprise with comparable possibilities need involve so little risk.
Therefore, this book deals, not with theories and opinions, but with well-proved principles and facts. It is written as a text book for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to established fundamentals. If we enter any realms of uncertainty we shall carefully denote them.
The present status of advertising is due to many reasons. Much national advertising has long been handled by large organizations known as advertising agencies. Some of these agencies, in their hundreds of campaigns, have tested and compared the thousands of plans and ideas. The results have been watched and recorded, so no lessons have been lost.
Such agencies employ a high grade of talent. None but able and experienced men can meet the requirements in national advertising. Working in cooperation, learning from each other and from each new undertaking, some of these men develop into masters.
Individuals may come and go, but they leave their records and ideas behind them. These become a part of the organization's equipment, and a guide to all who follow. Thus, in the course of decades, such agencies become storehouses of advertising experiences, proved principles, and methods.
The larger agencies also come into intimate contact with experts in every department of business. Their clients are usually dominating concerns. So they see the results of countless methods and polices. They become a clearing house for everything pertaining to merchandising. Nearly every selling question which arises in business is accurately answered by many experiences.
Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination.
We learn the principles and prove them by repeated tests. This is done through keyed advertising, by traced returns, largely by the use of coupons. We compare one way with many others, backward and forward, and record the results. When one method invariably proves best, that method becomes a fixed principle.
Audiobook details
Rating★★★★ 4.1 (7.2K)
Includes Goodreads, Amazon, LibraryThing, StoryGraph
GenreBusiness and Economics, Self-Help
Length2 hrs 21 mins
Narrated byListen with 1,000+ voices
FormateBook with Audio
Publish dateSep 6, 2022
LanguageEnglish
Table of contents
1CHAPTER 1 - HOW ADVERTISING LAWS ARE ESTABLISHED
2CHAPTER 2 - JUST SALESMANSHIP
3CHAPTER 3 - OFFER SERVICE
4CHAPTER 4 - MAIL ORDER ADVERTISING – WHAT IT TEACHES
5CHAPTER 5 - HEADLINES
Show all chaptersShow less
6CHAPTER 6 - PSYCHOLOGY
7CHAPTER 7 - BEING SPECIFIC
8CHAPTER 8 - TELL YOUR FULL STORY
9CHAPTER 9 - ART IN ADVERTISING
10CHAPTER 10 - THINGS TOO COSTLY
11CHAPTER 11 - INFORMATION
12CHAPTER 12 - STRATEGY
13CHAPTER 13 - USE OF SAMPLES
14CHAPTER 14 - GETTING DISTRIBUTION
15CHAPTER 15 - TEST CAMPAIGNS
16CHAPTER 16 - LEANING ON DEALERS
17CHAPTER 17 - INDIVIDUALITY
18CHAPTER 18 - NEGATIVE ADVERTISING
19CHAPTER 19 - LETTER WRITING
20CHAPTER 20 - A NAME THAT HELPS
21CHAPTER 21 - GOOD BUSINESS
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