Ads and sales
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| Ads and sales |
study of advertising and selling, from the standpoint of the new principles of scientific management
This book is the first attempt, as far as I know, to apply the principles of Scientific Management to the problems of Sales and Advertising. It was begun as a series of addresses, delivered to various Ad Clubs and Chambers of Commerce in the Eastern States; and it is herewith developed into book form at the request of several of these organizations. This fact — that it was prepared largely for Friends — will account for the frank and personal nature of the book.
The criticisms that are made here are made good-humoredly, and with no purpose of belittling what has already been accomplished. Certainly, I do not believe that Salesmen and Ad Men are less efficient than bankers, lawyers, doctors, professors, or any other species of professional men; but within the last few years, new methods and higher standards have been brought to light.
When we remember that the total advertising in the United States amounts to TWO MILLION DOLLARS A DAY and that the total sales, in the home market alone, amount to ONE HUNDRED million A DAY, we can realize the tremendous importance of efficiency in the selling and advertising of goods. Too much of our work has fallen into ruts — into the easy ruts of habit and routine, and it is the purpose of this book to point out that there is a BETTER WAY to do what we are doing.
Contents:
- CAN THE PRINCIPLES OF EFFICIENCY BE APPLIED TO SALES? 1
- EFFICIENT SALESMANSHIP 13
- A SALES CAMPAIGN— HOW TO START IT. . . 22
- FACE TO FACE SALESMANSHIP ...... 35
- THE EVOLUTION OF ADVERTISING 49
- THE WEAK SIDE OF ADVERTISING 61
- THE PRINCIPLES OF EFFICIENCY APPLIED TO ADVERTISING 69
- THE BUILDING OF AN ADVERTISEMENT ... 77
- AN ANALYSIS OF CURRENT ADVERTISING . . 90
- THE FUTURE OF ADVERTISING 140
- PUBLIC OPINION 150
- THE PROFESSIONAL OUTSIDER 160
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