Congratulations! You’ve made it to the last chapter of Scientific Advertising. By now, I’m sure you have a notebook full of notes (if you’re as smart as I think you are, you probably even printed out each chapter and took out your old handy-dandy highlighter). Remember to put your new formed knowledge to work! Implement-Implement-Implement […]
Category: Scientific Advertising
What’s your name again? Scientific Advertising CHAPTER TWENTY A Name That Helps There is great advantage in a name that tells a story. The name is usually prominently displayed. To justify the space it occupies, it should aid the advertising. Some such names are almost complete advertisements in themselves. May Breath is such a name. […]
Have a notebook full of notes yet?! Keep writing… Scientific Advertising CHAPTER NINETEEN Letter Writing This is another phase of advertising which all of us have to consider. It enters, or should enter, into nearly all campaigns. Every business man receives a large number of circular letters. Most of them go direct to the waste […]
This chapter is a shorty but a goody… Scientific Advertising CHAPTER EIGHTEEN Negative Advertising To attack a rival is never good advertising. Don’t point out other’s faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. If you abhor knockers, always […]
Do you shine in your ads? Scientific Advertising CHAPTER SEVENTEEN Individuality A person who desires to make an impression must stand out in some way from the masses. And in a pleasing way. Being eccentric, being abnormal is not a distinction to covet. But doing admirable things in a different way gives one a great […]
Onward!… Scientific Advertising CHAPTER SIXTEEN Leaning on Dealers We cannot depend much in most lines on the active help of jobbers or of dealers. They are busy. They have many lines to consider. The profit on advertised lines is not generally large. And an advertised article is apt to be sold at cut prices. The […]
If you’re not currently testing your marketing campaigns then be sure to pay close attention… Scientific Advertising CHAPTER FIFTEEN Test Campaigns Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them-not by arguments around a table. Go to the court of last resort-the buyers […]
Moving forward… Scientific Advertising CHAPTER FOURTEEN Getting Distribution Most advertisers are confronted with the problem of getting distribution. National advertising is unthinkable without that. A venture cannot be profitable if nine in ten of the converts fail to find the goods. To force dealers to stock by bringing repeated demands may be enormously expensive. To […]
Do you offer any samplings of your products?? Read on… Scientific Advertising CHAPTER THIRTEEN Use of Samples The product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it. That being so, samples are of prime importance. However expensive, […]
Keep moving forward! Scientific Advertising CHAPTER TWELVE Strategy Advertising is much like war, minus the venom. Or much, if you prefer, like a game of chess. We are usually out to capture others’ citadels or garner others’ trade. We must have skill and knowledge. We must have training and experience, also right equipment. We must […]