Nor would they enthuse over a report from him that he was "Influencing Sales" for their other salesmen.

What the Advertising Employer would demand from his Salesman would be profitable Orders. He would demand Sales, clearly made by the Salesman himself, each sale carrying a given profit over cost for the Employer.

That is just what the Advertising Employer should demand from his Advertising Expenditure, too-Sales-proven Sales, carrying a satisfactory profit.

And, if he insists upon it he can get the kind of Advertising which will actually produce Sales instead of a vague "General Influence on Sales."

Because, true Advertising is only "Salesmanship-on-paper" after all. When it is anything less than Salesmanship it is not real Advertising, but only "General Publicity."

And, "General Publicity" admittedly claims only to "Keep the Name before the People," - to produce a "General impression on the Trade," and to "Influence Sales" for the salesmen.

It makes the same lame excuses as would be made by a Salesman who failed to earn his salary in actually selling goods.

But "General Publicity," or any other Advertising, should be judged by the selfsame standards as the Salesman is judged, viz., by the goods it is clearly proven to sell at a given cost per dollar invested in it.