chapter  6
19 Pages

The Science of Advertising

IT has been said that the essence of good advertising is repetition. Whilst this is perfectly true, it must be clear that mere repetition is quite useless unless there is some real purpose behind the message. Good advertising lies in the ability to formulate and carry out a sound advertising policy based on a logical interpretation of fact with common-sense planning. I t is the policy which defines the objective and purpose of the advertising (i.e. the strategy) and sets out the method by which it is hoped to realize that objective (i.e. the tactics).