Unknown Basics That Shape Ad Response, based on the works of John E. Kennedy
"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.
When T.N.T. – It Rocks the Earth was first published, I imagined that it would be easily understood since I had written it simply. But as the years went by, some readers protested that it was too much in digest form. Others said they couldn't understand it.I had assumed that most people knew something about the power of thought.…
"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." - John E. Kennedy
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