The What, How, and Why of Advertising: Unknown Basics That Shape Ad Response

"ADVERTISING should be judged only by the goods it is
conclusively known to sell, at a given cost.


Mere opinions on Advertising Copy should be excluded from
consideration, because opinions on Advertising are conflicting as
opinions on Religion.



"But, it is different with Advertising, as it is with
Mechanics or with Medicine, all three of which can be
conclusively tested.


"Many Advertisers, however, seem satisfied to spend their money
on mere Opinions about Advertising when they might have invested
it on Evidence about Advertising.


"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.



"The only way to judge Advertising is to judge it by the
amount of goods It is conclusively known to Sell, at a given
cost."



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