Religion is opinion Advertising should be based on facts. Religion must continue in the realm of Opinion, because no one can decide which Creed is right;, and which wrong, till he dies and finds out the facts for himself. And no mere man who died has ever come back to Earth to settle the dispute. But, it is different with Advertising, as it is with Mechanics or with Medicine, all three of which can be conclusively tested.



Too many CEO's seem satisfied to spend their money on mere opinions about advertising when they might have invested it on facts about advertising. Perhaps the salesperson was attractive you they got some good sports tickets. These are the Advertisers whose company must fail before they can be convinced that Branding is not enough and that customers have to be given a reason to buy.

Do you No a company that would give a salesperson a commission over a report from him that he was "Influencing Sales" for their other Salesperson? They would expect him to prove he was earning his salary by making a satisfactory record on sales. That is just what the advertising employer should demand from his advertising expenditure, proven sales, carrying a satisfactory profit. And, if he insists upon it he can get the kind of advertising which will actually produce sales instead of vague "Branding."

Because, true ads are "Salesmanship-on-paper" after all. When it is anything less than salesmanship it is not real Advertising, but only "Branding." And, "Branding" admittedly claims only to "increase favorable name recognition," to produce a " impression on the Trade," and to "Influence Sales" for the salespeople.

Faulty ads make the same lame excuses as would be made by a Salesman who failed to earn his salary by actually selling goods. But branding, or any other Advertising, should be judged by the same standards as the Salesperson is judged, by the products it is clearly proven to sell and the return on investment it generates