Clemenger Media Sales – Australia’s home of niche media.
Clemenger Media Sales is an advertising and media sales agency.
Our exclusive rights to advertising and editorial content packages, in niche and specialist publications, will help you achieve your marketing goals and grow your business.
Project or annual packages.
Through Clemenger Media Sales, each of our publications can put together a package of paid advertising, content, and digital assets, designed to give you an edge over your competition. Either for a short term project or for a longer programme of appearances, we can make you look a category leader to a niche target audience.
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Want to see an interview with your CEO featured on the front cover of a business magazine?
How about a series of articles about your product or service, spread throughout the year, combined with a supporting ad campaign?
Like a place for your content to actually be seen by the right target audience?
Can we integrate your digital campaign into the online version of a niche magazine with a highly targeted audience?
Want to see what a mix of niche magazines aimed at your target audience would look like?
We can do that.
And more. We have over 50, highly targeted, niche publications that can offer extraordinary opportunities for your business to raise its profile.
Value for money. Laser focussed. Minimal wastage. Economic CPMs.
Let us put a proposal together for you.
Scientific Advertising
Chapter 1
How advertising laws are established
The correct methods of procedure have been proved and established. We know what is most effective, and we act on basic law.Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures.
Certainly no other enterprise with comparable possibilities need involve so little risk.
Therefore, this book deals, not with theories and opinions, but with well-proven principles and facts. It is written as a text book for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to establish fundamentals. If we enter any realms of uncertainty we shall carefully denote them.
The present status of advertising is due to many reasons. Much national advertising has long been handled by large organizations known as advertising agencies. Some of these agencies, in their hundreds of campaigns, have tested and compared thousands of plans and ideas. The results have been watched and recorded, so no lessons have been lost. Such agencies employ a high grade of talent. None but able and experienced men can meet the requirements in national advertising. Working in co-operation, learning from each other and from each new undertaking, some of these men develop into masters.
Individuals may come and go, but they leave their records and ideas behind them. These become a part of the organization’s equipment, and a guide to all who follow. Thus, in the course of decades, such agencies become storehouses of advertising experiences, proved principles, and methods.
The large agencies also come into intimate contact with experts in every department of business. Their clients are usually dominating concerns. So they see the results of countless methods and policies. They become a clearing house for everything pertaining to merchandising. Nearly every selling question which arises in business is accurately answered by many experiences.
Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination. We learn the principles and prove them by repeated tests. This is done through keyed advertising, by traced returns, largely by the use of coupons. We compare one way with many others, backward and forward and record the results. When one method invariably proves the best, that method becomes a fixed principle.
Mail order advertising is traced down to the fraction of a penny. The cost per reply and cost per dollar of sale show up with utter exactness. One ad is compared with another, one method with another. Headlines, settings, sizes, arguments and pictures are compared. To reduce the cost of results even one percent means much in some mail order advertising. So no guesswork is permitted. One must know what is best. Thus mail order advertising first established many of our basic laws.
In lines where direct returns are impossible, we compare one town with another. Scores of methods may be compared in this way, measured by cost of sales.
But the most common way is by the use of the coupon. We offer a sample, a book, a free package, or something to induce direct replies. Thus we learn the amount of action which each ad engenders.
But those figures are not final. One ad may bring to many worthless replies, another replies that are valuable. So our final conclusions are always based on cost per customer or cost per dollar of sale.
These coupon plans are dealt with further in the chapter on “Test Campaigns.” Here we explain only how we employ them to discover advertising principles.
In a large agency coupon returns are watched and recorded on hundreds of different lines. In a single line they are sometimes recorded on thousands of separate ads. Thus we test everything pertaining to advertising. We answer nearly every possible question by multitudinous traced returns.
Some things we learn in this way apply only to particular lines. But even those supply basic principles for analogous undertakings.
Others apply to all lines. They become fundamentals for advertising in general. They are universally applied. No wise advertiser will ever depart from those unvarying laws.
We propose in this book to deal with those fundamentals, those universal principles. To teach only established techniques. There is that technique in advertising, as in all art, science and mechanics. And it is, as in all lines, a basic essential.
The lack of those fundamentals has been the main trouble with advertising of the past. Each worker was a law to himself. All previous knowledge, all progress in the line, was a closed book to him.
It was like a man trying to build a modern locomotive without first ascertaining what others had done. It was like a Columbus starting out to find an undiscovered land. Men were guided by whims and fancies – vagrant, changing breezes. They rarely arrived at their port. When they did – by accident – it was by a long roundabout course. Each early mariner in this sea mapped his own separate course. There were no charts to guide him.
Not a lighthouse marked a harbor, not a buoy showed a reef. The wrecks were unrecorded, so countless ventures came to grief on the same rocks and shoals.
Advertising was then a gamble – a speculation of the rashest sort. One man’s guess on the proper course was as likely to be as good as another’s. There were no safe pilots, because few sailed the same course twice.
The condition has been corrected. Now the only uncertainties pertain to people and to products, not to methods. It is hard to measure
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