Getting the Most Out of You Ad Campaign
With proper testing, education and methodology you too can be guaranteed results from your advertising.
The first return on investment from your advertising efforts will be an inquiry about your product. It may be to a salesperson in a store, a phone call or an email.
In any case this is just an inquiry for the goods or service. This is real evidence your advertising is working and generating a return on investment.
But, in either case, it is just an Inquiry for the goods, of one sort or another. It is the first practical evidence that the money spent is earning something tangible in return.
When she talks to a retailer it there are 2 to 3 times as many chances of substitution. The salesperson may try to sell the customer a higher commission item or the one that is in stock. Whereas if the customer orders online or by phone there is less of a chance of substitution.
The ad which pulls consumers into retail outlets must be as full of influence as profitable mail order advertising. The consumer must be fortified against substitution.
Therefore, the Advertisement which sends Consumers to Retailers, should be as full of Conviction as the successful Mail-Order Advertisement, in order to fortify that Consumer against substitution, Don?t keep it, and Here’s-something-better.
This is why not more than a fourth of those who, out of mere curiosity, buy the first package, through “General Publicity,” ever buy the second or third consecutive package of the same article. Because they do not buy on Conviction In the Meantime, it usually takes about all the profit in the first purchase of any “Generally Advertised” article to pay the cost of introducing it to the Consumer’s notice, through Advertising.
In contrast to branding “Reason-Why Advertising” or Salesmanship-on-Paper, results are insured and far more predictable. Consumers need only be convinced one time, through “Reason why advertising” or “Salesmanship- on-paper,” the product or service is best for them and their use.
Because, through General Publicity, his attention had only been “attracted,” not compelled and enduringly impressed with a logical understanding of these qualities. But, when once convinced in advance of purchase, through “Reason-Why” Salesmanship-in- Type, that the qualities claimed for the article do exist in them, he starts using that article with a mental acceptance of these qualities.
We also help his imagination to find and recognize, in the article advertised, the very qualities claimed and proved for it in the Copy. These qualities he might never have discovered for himself, nor appreciated if he had casually discovered them, in a mere Curiosity purchase.
Advertisers who uses mere “General Publicity” or branding when they might have all that and, in addition, a positive Selling force combined with it is losing 50 percent to 80 per cent of the results they might have had from the same identical media space. Selling tests made on various kinds of Copy and Mediums have proved this for Reason Why, which are the Heart and Soul and Essence of all good Advertising.
The difference in Results from Space in which this direct selling force of “Reason-Why” has been used, and in results from similar space filled with “General Publicity,” is often more than 60 per cent. Conclusive tests on Copy have clearly proved this, and preceding article cites a vivid example of it from actual experience
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