It has now reached a point where, in some hands, marketing is considered to be a science. It is based on fixed principles and is reasonably exact. The causes and effects have undergone extensive analysis in order to fully comprehend them. There is evidence supporting and establishing the correct procedure. We follow fundamental law because we know it to be the most effective. Thus, under capable management, one of the safest business ventures has evolved from advertising, once a gamble. There is undoubtedly no other business with comparable potential that needs to carry such little risk. Because of this, this book deals with established principles and facts rather than theories and opinions. It is designed to serve as both a safe reference for advertisers and a textbook for students. Each statement has been considered carefully. The book's focus is strictly on laying the groundwork.
"Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising."
