How can you tell if advertising is working?
Paul Feldwick
INTRODUCTION
'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 analysed 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 laws. Advertising, once a gamble, has thus become, under able direction, one of the safest of business ventures.'
Claude Hopkins (1923)
'The effect of most advertising, it should be noted,...