How Advertising Laws Are Established
The time has come when advertising has in some hands reached
the status of a science. It is based on fixed principles and is
reasonably exact. The causes and effects have been analyzed until they are well understood. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic law. Advertising, once a gamble,has thus become, under able direction, one of the safestbusiness ventures. Certainly no other enterprise with comparable possibilities need involve so little risk.
Therefore, this book deals, not with theories and opinions, but
with well-proved principles and facts. It is written as a text book for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to establis fundamentals. If we enter any realms of uncertainty we shal carefully denote them.
The present status of advertising is due to many reasons. Much
national advertising has long been handled by larg organizations
known as advertising agencies. Some of these agencies, in their
hundreds of campaigns, have tested and compared th thousandsof plans and ideas. The results have been watched and recorded, so no lessons have been lost.
Such agencies employ a high grade of talent. None but able and
experienced men can meet the requirements in national advertising.
Working in co-operation, learning from each other and from each
new undertaking, some of these men develop into masters.
Individuals may come and go, but they leave their records and
ideas behind them. These become a part of the organization’s
equipment, and a guide to all who follow. Thus, in the course of
decades, such agencies become storehouses of advertising
experiences, proved principles, and methods.
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