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Intensive Advertising

Plus, the Bonus: How Shall We Know Good Copy

by John E. Kennedy

“John E. Kennedy (not F.) wrote a little pamphlet many years ago called Intensive Advertising, which has just been republished…it’ll be the most profitable evening’s reading you’ve ever done.”

Eugene M. Schwartz

Author, Breakthrough Advertising

Publishers Pay $25,000 for Intensive Advertising

John E. Kennedy Advises Publishers

In 1914 John E. Kennedy was paid $25,000.00 to advise a group of publishers on what could be done by advertisers and ad agencies to get better results from their advertising.

In part, Kennedy’s answer took the form of the report now called Intensive Advertising.  He gave it that name to signify the principle that advertising could yield much greater results — more INTENSIVE results — by following the principles set forth in the report.

The proof of his accomplishment lies in the successes achieved by the advertisers and agencies who used them.  What Kennedy himself may or may not have foreseen was that his principles would still work more than a hundred years later — as of the writing of this piece — and indeed, would likely work forever.

It should be obvious after all this time that these principles are immutable — they don’t change over time — and that is the true test of a basic principle, in this case, the basic principle which forms the foundation of all advertising.

In today’s world it is often difficult to perceive just what this basic principle is.  We are oftentimes so dazzled and entertained by the visual (TV) and auditory (Radio) aspects of media that it is difficult to see past the glitz and glamour of the medium.  That’s why, today, we find so much advertising that is ineffective, even though it wins awards and looks impressive.

The true test of any advertising is “does it sell the product?”  If it doesn’t, no matter how “impressive” it appears, the advertiser has wasted his money.  It is only by using the information contained in this report that advertising achieves the results expected.

Remember, no matter how good your product is, it won’t sell if you don’t “sell” your prospective customers on the benefits they will receive by using your product.

“How” you do that begins with the principles in this report.