Salesmanship In Print

On The Need For Test Compaigns:   Almost any question can be answered, cheaply, quickly, finally, by a test campaign.   And that's the way to answer them, not by arguments around a table.   Go to the court of the last resort, the buyers of the product.   There are many surprises in advertising.   A project you laugh at, may be a great success.   A project that you are sure of it's success, may fail.   All because of different tasttes.    None of us know enough about people's desires to get an average viewpoint.   We establish averages on a small scale, and those averages always hold true.   We know our cost, we know our sale, we know our profit or loss.   We know how soon our cost comes back.   Before we spread out, we prove our undertaking is absolutely safe.   So today there are no advertising disaters piloted by men, in the know.