Religion is opinion Advertising should be based on facts. Religion must continue in the realm of Opinion, because no one can decide which Creed is right;, and which wrong, till he dies and finds out the facts for himself. And no mere man who died has ever come back to Earth to settle the dispute. But, it is different with Advertising, as it is with Mechanics or with Medicine, all three of which can be conclusively tested.
Many Advertisers, seem satisfied to spend their money on mere Opinions about Advertising when they might have invested it on Evidence about Advertising. These are the Advertisers whose business must die before they can be convinced that general publicity (merely keeping the name before the people) is wrong and Salesmanship-on-paper right.
No company would give a salesperson a commission over a report from him that he was "Influencing Sales" for their other salesmen. What the advertising employer would demand from his Salesman would be profitable Orders. He would demand Sales, clearly made by the Salesman himself, each sale carrying a given profit over cost for the employer. That is just what the advertising employer should demand from his advertising expenditure, too-Sales-proven Sales, carrying a satisfactory profit. And, if he insists upon it he can get the kind of advertising which will actually produce sales instead of a vague "General Influence on Sales."
Because, true Advertising is only "Salesmanship-on-paper" after all. When it is anything less than Salesmanship it is not real Advertising, but only "General Publicity." And, "General Publicity" admittedly claims only to "Keep the Name before the People," to produce a "General impression on the Trade," and to "Influence Sales" for the salesmen.
Poor advertising gives the same bad excuses a Salesman who failed to earn his keep in actually selling products or services. Branding, or any other advertising, should be judged by the same standards as the Salesman; by the goods it is clearly proven to sell divided by the amount invested.
Many Advertisers, seem satisfied to spend their money on mere Opinions about Advertising when they might have invested it on Evidence about Advertising. These are the Advertisers whose business must die before they can be convinced that general publicity (merely keeping the name before the people) is wrong and Salesmanship-on-paper right.
No company would give a salesperson a commission over a report from him that he was "Influencing Sales" for their other salesmen. What the advertising employer would demand from his Salesman would be profitable Orders. He would demand Sales, clearly made by the Salesman himself, each sale carrying a given profit over cost for the employer. That is just what the advertising employer should demand from his advertising expenditure, too-Sales-proven Sales, carrying a satisfactory profit. And, if he insists upon it he can get the kind of advertising which will actually produce sales instead of a vague "General Influence on Sales."
Because, true Advertising is only "Salesmanship-on-paper" after all. When it is anything less than Salesmanship it is not real Advertising, but only "General Publicity." And, "General Publicity" admittedly claims only to "Keep the Name before the People," to produce a "General impression on the Trade," and to "Influence Sales" for the salesmen.
Poor advertising gives the same bad excuses a Salesman who failed to earn his keep in actually selling products or services. Branding, or any other advertising, should be judged by the same standards as the Salesman; by the goods it is clearly proven to sell divided by the amount invested.
About the Author:
Dennis Gartland is the owner of an advertising agency, Net Advertising Group. Dennis is curently working with the best Akron Dentist to help them build a website that patients can use as a tool.
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