Halloween is here once again…
…and this is traditionally a time when it’s believed the spirit world draws closer to our own world.
So, if we could communicate with some of the marketing giants of the past who have passed over…
…what might they have to say?
What wisdom might they remind us of…
…and would they have any TERRIFYING WARNINGS about the state of modern-day marketing?!?
Let’s start with one of the early giants of direct response marketing…
…the great Claude Hopkins.
In his classic book “Scientific Advertising” Claude set out his vision for the future of advertising and marketing…
“The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood.
The correct methods of procedure have been proved and established. We know what is most effective, and we act on basic law.
Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures.”
I think it’s fair to say that Claude would be disappointed, to say the least, that his ideas and principles…his scientific methods…have been largely forgotten in today’s mainstream advertising and marketing world.
He would probably be HORRIFIED at the vast amounts of money spent on advertising with absolutely no effort to track and record the results!
If you haven’t already read “Scientific Advertising” then you can save yourself from the horrors of money BLEEDING out of your bank account because of ads and marketing that doesn’t work…
2014 sees two significant anniversaries for McDonald’s.
