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Imagine, that today in the morning you for the first time have started to work in my agency and have come into my cabinet behind advice. Certainly, I shall begin the speech with several basic items — how you in general to start to work. Below I shall share with you more concrete things — how to create advertising for magazines, newspapers, TV and radio. In advance I ask to prepare for some simplification of the things, seeming confused enough, and also for the style — a habit of the head. So, to business.

First, it is necessary to tell, that you, probably, till now do not understand all difference between one advertising product and another. A word to John Kaplzu, the chief of a department copy:

« Texts by means of which it was possible to sell not twice, not three times, and in 19 and a half times more the goods, than by means of similar another came across to me. Both advertising borrowed the identical area. Both looked equally and have been equally printed. Both there, and there there were photos. Both of the text have been carefully verified. All difference was that in the first case the correct approach was used, and in other — wrong ».

Bad advertising can even lower a break-even sales level of a product. To me have somehow told, that Georges Brown in due time worked the chief of a department of marketing researches of company “ Ford “, specially placed advertising the company in each new release of magazine « Rides the Digest ». By the end of year it has found out, that the people less “processed” by advertising cliches, readers of magazine have bought for this time more «Forvards», than.

In other research consumption of one mark of beer among people who well remembered its advertising was found out, that, was below, than among those who did not remember it. The brewing company has spent millions dollars for an advertising campaign which actually reduced a consumption level of its product.

From time to time it seems to me, as if between clients, the mass-media and advertising agencies exists a certain secret arrangement — never to subject the advertising to similar rigid checks. As if it is necessary for all interested parties to prolong a myth that is absolute any advertising anyhow raises a break-even sales level. This dangerous error.

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