Too often advertising people seem to get away with wasting money because advertising has often become a built-in expense. Advertising should be an investment that directly affects inventory turn and sales - or you should know the reason why it did not produce. Before we get specific, let's examine the original source of the seven lost secrets, especially secret number one. Generally, most of the advertising principles were developed by direct-response advertisers. Mail order, TV telemarketing and info-mercials and the like.
Survival depends upon being good at persuading people to buy, using media alone.
In the old days, mail order pros tested headlines and layouts with micrometer-like precision. Either the ad brought in returns or it did not. There was no room for alibis. Illustrations, appeals, prices, types of coupons were tested. A body of specific advertising knowledge began to accumulate.