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Advertising is not for general effect. It is not even to aid your other salesmen. Treat advertising as a salesman. Force it to justify itself. Compare it with other salesmen. Figure out its cost and result. Accept no excuses which good salesmen do not make. A mediocre salesman may affect a small part of your …

“The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.” – Claude C Hopkins Read More »

John Wanamaker (1838 – 1922), very successful United States merchant, religious leader and political figure, considered by some to be a ‘pioneer in marketing’. True when it was said False today John Wanamaker would have his answers, if he was with us today. He would be able to accurately and precisely measure the ROI of …

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Read More »

You would climb onto your chair, then the table. Then try to hang onto the ceiling and finally make every effort to break through the roof. The flooding of technology has a similar impact on advertising. Of course, a positive impact. Technology is constantly raising the bar in our business. Today, a lot of traditional …

Imagine your office cabin has been turned into a water tank. And someone has started pouring water into it. What will you do? Read More »

Today, people are busy being themselves. Far too busy getting on with what they have to do – and what they want to do – to have time for advertising. Do not just spend on ads to talk to people. Invest in ideas to talk with them.

So they go buy the headache pill themselves instead of consulting a doctor! (Even some headaches need expert advice.)