Net Advertising Group

SELECT two Cities of about the same population, in approximately the same climate, and
with equally good newspapers.

St. Paul and Minneapolis are fair examples, -but scores of other equivalents can be named
or chosen.

Check up carefully the quantity of the Advertised Goods in these two cities which the
Retailers have on hand at a given date.

Then ask them to keep record (on a blank form you supply) of the goods in your advertised
lines which they stock within the next four months.

Then, run in one of the two competitive cities the “General Publicity” you have already been
using.

At the same time run in the other competitive city Reason-Why Salesmanship-on-Paper.
Spend for each kind exactly the same appropriation, and make is sufficiently liberal to show
some results on the second month.

Continue this competitive copy for four months, which is the minimum time on which
General Advertising can be made to produce a fair measure of Results.

Then, on a certain day, send out enough men to check up the amount of the Advertised
goods in the hands of each Retailer at the end of the four months.
Add to the total of goods on hand, at time of starting Test, the goods since stocked in each City.

Then subtract from this total the Advertised goods remaining on the Retailers’ Shelves, in each City, at end of the four months’ Advertising tests.

The difference between will show the quantity of your Advertised goods actually sold to
Consumers, in each city, during the four months’ period of actual selling test.

The difference between the Value of goods sold in each City during the test period will then
be a reliable index to the relative Selling Power of the two Competing kinds of Advertising
used.

Now, cross the copy in each City for four months longer. Use “Reason-Why” in the City
where you previously used only current “General Publicity,” and vice versa.

Check up the goods on hand at end of the second four months again, as before. When
you find the difference in Sales (with the same expenditure for Advertising) to be again
heavily in favor of the Reason-Why copy (as in the first four months), you will have made a

Copy Test, that may save you over 25% to 50% of you National appropriation every year
afterwards.

This test may, at first sight, seem a lot of trouble to undertake. But, is not 25% per annum
of your Advertising Appropriation worth that trouble?

And, what is it worth to know conclusively for all time, the relative value of “General
Publicity” As actually compared with Reason-Why advertising in a downright Selling Test?

A difference of 66 per cent between two such kinds of Copy on equivalent tests has often been proved. Isn’t that a sufficient differenence to make you sit up and think hard about what fills the space you pay for monthly?

In Todays market we increased the response rate for a pay per click ad by 1.2% the client should see a $500,000 increase in sales because of only a 1.2% increase.

----------------------------- Dennis Gartland is editing the works of some of the greatest advertising minds. Dennis is one of the foremost experts on search engine optimization, pay per click advertising and combining traditional and internet media. He is also CEO of Net Advertising Group. You can reach Dennis at 330-503-3108, www.netadvertisinggroup.com or This e-mail address is being protected from spambots. You need JavaScript enabled to view it ----------------------------