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six, and together they earn many millions yearly. These test campaigns have other purposes. They answer countless questions which arise in business. A large food advertiser felt that his product would be more popular in another form. He and all his advisers were certain about it. They were willing to act on this supposition without consulting the consumers, but wiser advice prevailed. He inserted an ad in a few towns with a coupon, good at any store for a package of the new- style product. Then he wrote to the users about it. They were almost unanimous in their disapproval. Later the same product was suggested in still another form. The previous verdict made the change look dubious. The advertiser hardly thought a test to be worthwhile. But he submitted the question to a few thousand women in a similar way and 91 percent voted for lit. Now he has a unique product which promises to largely increase his sales. These tests cost about $1,000 each. The first one saved him a very costly mistake. The second will probably bring him large profits. Then we try test campaigns to try out new methods on advertising already successful. Thus we constantly seek for better methods, without interrupting plans already proved out. In five years for one food advertiser we tried out over fifty separate plans. Every little while we found an improvement, so the results of our advertising constantly grew. At the end of five years we found the best plan of all. It reduced our cost of selling by 75 percent. That is, it was four times more effective than the best plan used before. That is what mail order advertisers do - try out plan after plan to constantly reduce the cost. Why should any general advertiser be less business-like and careful? Another service of the test campaign is this: An advertiser is doing mediocre advertising. A skilled advertising agent feels that he can greatly increase results. The advertiser is doubtful. He is doing fairly well. He has alliances which he hesitates to break. So he is inclined to let well enough alone.
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