Opinions on Advertising are as conflicting as opinions on Religion. Forty per cent of all the people in the world are Buddhists, and are of the Opinion that Buddhism is the only true religion. Twelve per cent of the world?s people being Roman Catholics, are firm in the opinion that the remaining 88 percent are wrong, and sure of damnation accordingly.
Too many CEO's seem satisfied to spend their money on mere opinions about advertising when they might have invested it on facts about advertising. Perhaps the salesperson was attractive you they got some good sports tickets. These are the Advertisers whose company must fail before they can be convinced that Branding is not enough and that customers have to be given a reason to buy.
They blindly gamble in Advertising when they might have safely invested in it. If they were to buy any other kind of Service, except Advertising, they would demand tangible proof of its efficacy before they spent money on it. If they hired a Salesman, for instance, they would expect him to prove he was earning his salary by making a satisfactory Record on Sales. They would not accept, for long, statements from him that he was? Making a General impression on the Trade? for his salary. Nor would they be satisfied with the statement that he was branding profitably enough to compensate for lack of 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.
Too many CEO's seem satisfied to spend their money on mere opinions about advertising when they might have invested it on facts about advertising. Perhaps the salesperson was attractive you they got some good sports tickets. These are the Advertisers whose company must fail before they can be convinced that Branding is not enough and that customers have to be given a reason to buy.
They blindly gamble in Advertising when they might have safely invested in it. If they were to buy any other kind of Service, except Advertising, they would demand tangible proof of its efficacy before they spent money on it. If they hired a Salesman, for instance, they would expect him to prove he was earning his salary by making a satisfactory Record on Sales. They would not accept, for long, statements from him that he was? Making a General impression on the Trade? for his salary. Nor would they be satisfied with the statement that he was branding profitably enough to compensate for lack of 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 an expert at testing ads on the interent visit our site or contact us to learn more about our Ad Agencies For more information on our Basement Water proofing Ohio He is Working on SEO for Cleveland Pest Control & Pest Control Akron
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