THE CAMPAIGN AS A WHOLE 1. Final problems of the advertiser.—At the con clusion of our study of advertising campaigns there remain three important things to be considered. They are not all closely related, but for convenience they are grouped together in a final chapter. The first of these three subjects is the necessity of altering the plans for a campaign from time to time, as unexpected conditions develop, or as results from the original plans dictate a realignment of the advertising forces so as to insure success of the advertiser. The second subject is a study of the several ways of binding to gether all the various forces in a campaign. And the last is a small group of universal advertising laws that must constantly be borne in mind by everyone who hopes to build business with the aid of advertising.
2. Changing the plan to bring results.—It is evi dent to anyone who studies the variety of problems that have to be solved by the man who prepares a plan for an advertising campaign, that no plan is infallible. There are few definite rules of procedure. In only a small minority of instances can an advertiser say, "This is what I must do because experience has proved it to be the best thing to do." But no amount of study can guard against errors in human judgment. Some plans for campaigns are sure to be no matter how carefully they have been made.
The possibility of a mistake in judgment makes it necessary for the advertiser to keep on the watch con stantly for indications that his campaign is not doing it was intended to do. If results do not come, if expenses amount alarmingly, if new competition de velops, or if any one of many other things happen, it is time for the advertiser to take his plans apart, find the weak point and bolster it up if possible, or if something fundamental is wrong, to discard the old plans entirely and start off afresh on a new track.
3. A selling plan that was wrong.—The campaign of the Review of Reviews Company to sell the Photo graphic History of the Civil War some years ago illustrates admirably the necessity that often arises of changing a plan for a campaign after the campaign is under way. The Photographic History was a set of books containing reproductions of photographs ac tually taken during the Civil War. The peculiar na ture of the books offered unusual advertising oppor tunities. Large space was taken in magazines and newspapers and the copy was excellent. An elabo
rate follow-up was prepared. The advertising cam paign began almost before the books were ready for the market, and continued on ti large scale for more than a year. The periodical advertising was not in tended to make sales inquiries only were sought, by means of a coupon in each advertisement. It was ex pected that the follow-up would close the sales.
The coupons came in by the thousands, the follow up was set to work, and results eagerly awaited. Many sales were made, but they were slow in coming. At first this did not greatly trouble the publishers. The man in charge was experienced in the selling of books by mail. He did not expect immediate results, because he realized it takes time to turn inquiries into sales without the use of salesmen. Furthermore, he knew that many people would not even send in a coupon until the cumulative effect of the advertising had time to influence them.
Feeling sure that only time was necessary to make the carefully planned campaign show results, the man ager went on a vacation for a few weeks. When he returned, instead of finding that sales were materializ ing in satisfactory volume, lie found only an average selling cost of thirty dollars a set, which was the total price paid by the consumer. Something had to be done, and done quickly. Printers' Ink describes the way in which the problem was solved: There was nothing serious the matter with the copy, for inquiries were coming in steadily. The follow-up was com plete and elaborate, and was being sent out promptly. But something manifestly was wrong, for the number of those who had sent in coupons but hadn't ordered the books was in creasing at a stupendous rate. Since the magazine copy seemed to be above reproach, the trouble must be in the fol low-up, and careful analysis located it. The follow-up was interesting, it was artistic, it was well written, but it failed to give the inquirer an adequate impression of the size and comprehensiveness of the edition. It stimulated desire for the books, but not to the extent of thirty dollars' worth. It was instantly recognized that the only way to "cash in" on cumulative effect was to give the people the oppor tunity to see the books themselves, since in this way only could they be convinced of the full value of the goods.