Advertising & Selling, Volume 7, Part 2 (July 14 to October 20, 1926)
The second half of volume 7 of the New York trade fortnightly Advertising & Selling: eight issues from July 14 to October 20, 1926, about 800 scanned pages.
What it is
The second half of volume 7 of the New York trade fortnightly Advertising & Selling: eight issues from July 14 to October 20, 1926, about 800 scanned pages. Robert K. Leavitt of the Association of National Advertisers says being advertised does not justify a product; only better value does. Norman Krichbaum asks whether advertising has reached a saturation point, citing crowded magazines and copy of dismal sameness. G. Lynn Sumner says the rise in magazines since 1920 has made attention harder to win. Kenneth M. Goode, in a chapter of his book Now We Can Be Sold, names the vanity motives behind many campaigns. L. W. Patterson tells how Portage Tires went bankrupt after ignoring complaints. Emil Hofsoos argues that results cannot be measured by space and cost alone. Daniel H. Steele questions paid celebrity testimonials, and Lin Bonner reports why cigarette makers would not yet advertise to women.
Why read it now
The arguments here are the ones marketing teams still have. Hofsoos is half right: models that credit only the last click undercount brand advertising, as he predicted, but econometrics and controlled lift tests now measure much of what he called unmeasurable. Steele's test for a testimonial, does it ring true, fits research on endorsers, which finds that credibility and a good match between person and product matter more than fame. Krichbaum's worry about sameness is now measured as low distinctiveness, and Ehrenberg-Bass work on distinctive brand assets gives a practical answer. Patterson's Portage story is an early case for treating complaints and returns as a warning signal, which review data now makes cheap to track. Goode's vanity motives still drive plenty of award and billboard spending. What has dated is Bonner's tone: his report records the tobacco trade preparing to target women, a move public health research later condemned. Use: before approving a campaign, write what each riyal is expected to return and by when, as Goode demands.
Passages worth keeping
Too often we forget that the only real test of advertising, in an economic sense, is its influence upon the value, availability and satisfaction of advertised goods.
الإعلان لا يبرر المنتج بمجرد وجوده، والمقياس الحقيقي هو هل جعل المنتج أفضل قيمة وأسهل منالًا وأكثر إرضاءً للمشتري.
Therefore, advertising to please ourselves cannot reasonably be expected also to bring in business profits.
الإعلان الذي يرضي أصحاب الشركة وغرورهم لا ينتظر منه أن يجلب الربح، لأن الناس لا يهتمون بحماسنا لأنفسنا.
volume of sales screens the equally growing volume of dissatisfied users until, with a suddenness that bankrupts the concern, the curve of returned merchandise climbs above all other curves.
نمو المبيعات قد يخفي نمو العملاء الغاضبين، حتى تتفوق المرتجعات على كل شيء فجأة وتنهار الشركة.
isn't that the secret of the effectiveness of the testimonial: its genuineness? Does it ring true, or is it obviously bought, untrustworthy?
قوة الشهادة في صدقها، فإذا بدا أن المشهور تقاضى أجرًا ولم يستعمل المنتج فعلًا فقدت الشهادة أثرها.
To attempt to measure advertising quantitatively by using only size and cost of space is like trying to measure the value of a Van Dyck portrait by calculating the poundage and cost of the pigments that have been used.
قياس الإعلان بمساحته وكلفته يتجاهل أهم ما فيه، وهو ما يقوله وكيف يقوله.
The scanned text has OCR errors. The passages are quoted from it, with only obvious slips fixed.
What it teaches best
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