Take the opinion of nobody, the verdict of nobody, who knows nothing about his returns.

Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them—not by arguments around a table.

None of us know enough peoples desires to get an average viewpoint.

In the old days advertisers used their own opinions. They did not know their cost per customer or their sale per customer. Now we let the thousands decide what the millions will do. We test small and watch cost and result.

We establish averages on a small scale, and those averages always hold. We know our cost, we know our sale, we know our profit and loss. We know how soon our cost comes back. Before we spread out, we prove our undertaking absolutely safe.

Sometimes we find that the cost of the advertising comes back before the bills are due. That means that the product can be advertised without investment. Many a great advertiser has been built up without any cost. That is an ideal situation.

We try test campaigns to try out new methods on advertising already successful. Thus we constantly seek for better methods, without interrupting plans already proven.

Now we put things to the test. We compare cost and result on every form of expenditure. It is very easily done.

Your object in all advertising is to buy new customers at a price which pays a profit.

Learn what your consumers cost and what they buy. If they cost you one dollar each, figure that every wasted dollar costs you a possible customer.

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns.

The time is fast coming when men who spend money are going to know what they get. Advertisers will multiply when they see that advertising can be safe and sure.