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by: DennisGartlandII
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You can Guarantee your advertising results trough science.

Is it possible to guarantee results form advertising? If you approach advertising as a science instead of an art results are fairly predictable.

The first tangible Return from an Advertiser's money, when invested in Space, Is an Inquiry about their product That Inquiry may be verbal to a Clerk over the counter, or-it may be by Mail, in a written, stamped, and posted letter.

But, in either case, it is just an Inquiry for the goods, of one sort or another. It is the first practical evidence that the money spent is earning something tangible in return.

The customer may take direct action and order by phone or online. If the customer visits a store there is three times the chance the she will be influenced by competing products. There may be less expensive alternatives or the salesman may earn a higher commission on other products. The copy must stand up to this influence.

The ad that directs consumers to a retail store should have as much conviction in its copy as a successful mail order advertisement. Otherwise lower price and something better sales tactics will affect the consumer.

Therefore, the Advertisement which sends Consumers to Retailers, should be as full of Conviction as the successful Mail-Order Advertisement, in order to fortify that Consumer against substitution, Don?t keep it, and Here's-something-better.

The ad must give them a better reason to buy our product or service than he is likely to get from the Salesperson for the competitions goods that Salesman will want to substitute. It must give him this reason in such undeniable form that he can comprehend without effort, so absolutely that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Ads statements. Therefore not more than 1/4 of those who, out of mere curiosity, buy the first package, through "branding" ever buy the 2nd or 3rd consecutive package of the same product. Because they do not buy on Conviction In the Meantime, it usually takes about all the profit in the first purchase of any "branding campaign" to pay the cost of introducing it to the Consumer through Advertising.

In contrast to general publicity "Reason-Why Advertising" or Salesmanship-on-Paper, ROI is predictable. Consumers need only be convinced 1 time, through "Reason why advertising" or "Salesmanship- on-paper," we thus convince him, and more than fortifying him against substitution.

With reason why advertising they begin using the article with an advance knowledge of, and belief in, its good points, his appreciation becomes permanent if the goods merit it. He therefore makes a second, third, and further consecutive purchases of the article as a result of having once read a single convincing "Reason-Why" advertisement about it.

Conviction qualities in copy are shown, by test, to be just as necessary in Advertising design to sell goods profitably today, through Retailers to Consumers, as they are to sell goods direct by mail to Consumers. That is why every Advertisement for goods to be sold through Retailers (against substitution, and "Don't keep-it" influences), should have as much positive selling force, "Reason-why" and conviction in it, as would be necessary to sell the goods by mail direct to Consumers.

Advertisers who uses mere "General Publicity" or branding when they might have all that and, in addition, a positive Selling force combined with it is losing 50 percent to 80 per cent of the results they might have had from the same identical media space. Selling tests made on various kinds of Copy and Mediums have proved this for Reason Why, which are the Heart and Soul and Essence of all good Advertising.

The difference in Results from Space in which this direct selling force of "Reason-Why" has been used, and in results from similar space filled with "General Publicity," is often more than 60 per cent. Conclusive tests on Copy have clearly proved this, and preceding article cites a vivid example of it from actual experience

About the Author

Dennis Gartland II is one of the foremost experts on combing traditional advertising with interactive media You can contact Dennis Through the Advertising Agency Net Advertising Group Get a totally unique version of this article from our article submission service

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