Automatic Age

November, 1987
19
AUTOMATIC AGE
market for a new Rolls Royce.
You’re going to get maximum
results from your advertising
money and business is going to
boom almost as strongly as the
political capaign ads said it
would.
Now that we’ve figured out
what an ad must do, the pro­
blem of making money from
advertising should be simple.
But it isn’t. Advertising is not
a definite, precise, mathematical
science. Knowing what to do
and how to do it are two radi­
cally different things, as the
young man who had read “What
Every Young Man Should
Know” discovered.
You know that certain metal,
subjected to a pre-determined
heat and poured into moulds of
specified size will give you cast­
ings that fit into a definite, pre­
cise classification. But adver­
tising can’t be based upon pre­
cise formula, for its results de­
pend upon the reactions to it of
human beings.
And human
beings are the funniest people
in the world. Advertising can
be ALMOST right, based upon
tried and proven theories, but
it can fail to do its job because
of weakness in one minor par­
ticular.
The right kind of advertising
on a good product always clicks.
Human temperament is such that
an ad that implants the right
mental picture will produce
really miraculous sales results.
The amount of advertising any
firm should do depends on the
kind of a job the firm wants to
do and can’t possibly be deter­
mined without analysis. In
many cases too weak an adver­
tising campaign has been a
waste of money. Less often, but
occasionally, a firm spends more
money on advertising than its
factory production, distribution
financial
circumstances
and
other conditions warrant. Figure
out what you want to do on
your selling job, who you want
to reach, what you want to tell
them, how much space you’ll
need to tell them effectively, how
often you’ll need to tell them to
implant a buying urge, and
then govern yourself accordingly.
Manufacturers are not the
only people in the coin machine
business who need advertising.
Operators need it, too, perhaps
more than they realize. Maybe
they would term their need “fav­
orable publicity” rather than ad­
vertising, but it’s about the same
thing in the final analysis.
Sally Rand knew the value of
advertising. Maybe her wares
were no better than many
others, but she displayed them
attractively and created that
much-sought buying urge. In
the words of an old Penny Ar­
cade proprietor, “If you wanta
sell ‘em, you gotta tell 'em.”
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