1. business and industrial
2. advertising and marketing
3. advertising

NG
HOW
PLAN
TO
ADVERTISING
WRITE
A.
CAMPAIGN,
SELECT
COPY,
AND
W.
AN
MEDIUMS
RESULTS
JUDGE
COMPANY
SHAW
NEW
CHICAGO
LONDON
me
YORK
Copyright,
Entered
Canada,
the
the
Entered
United
year
in
Copyright
in
France,
Copyright
in
Mexico,
Business
Company
the
in
by
1909,
by
1909,
by
1900,
the
Man's
The
1909,
year
System
Company
The
System
Company
The
System
Company
Title
Library"
Vol.
"
(Trade-mark
at
of
Company
Under
"The
of
Parliament
of
Australia
System
Germany,
System
Act
the
of
The
by
Agriculture
of
to
1000,
Parliament
the
of
The
by
1909,
Commonwealth
Copyright
Act
Department
according
Britain,
Great
Company
the
to
according
in
in
System
The
Entered
Company
Hall
Stationers'
at
by
1908,
System
The
Registered)
VII
the
by
CONTENTS
Chapter
Page
I.
II.
III.
Modern
Commercial
What
Is
Publicity
1
Advertising?
Mediums
9
Employed
General
by
Direct
and
licity
Pub15
IV.
V.
VI.
Vn.
VIII.
"Copy"
The
What
The
Is
Good
17
"Copy
"?
21
Advertising
in
28
Copy"
IX.
The
Magazine
X.
The
Relative
38
Pictorial
op
and
Newspaper
Preparation
Pages
67
Merchants
Retail
of
55-
Magazine
of
General
by
44-
Advertising
the
Value
Advertising
The
Advertising
Method
"Reason-Why
Value
XII.
or
Advertising
Bull's-Eye
The
XI.
Soul
"
72
Advertisements..
83
.
XIII.
XIV.
XV.
XVI.
XVII.
XVIII.
XIX.
XX.
Mail
Order
Advertising
Follow-Up
The
Systems
Booklet
Street
Car
93
Mail
for
Mail
in
Mail
"Keying"
.
Order
Order
Order
Advertisers
98
Advertising
109
115
Advertisements
Advertising
119
125
Advertising
Outdoor
Planning
Advertising
an
Advertising
in
Its
Relation
Campaign
to
134
the
Sales
ment
Depart142
XXI.
XXII.
The
Handling
Advertising
the
149
Agency
Advertising
Agency
Campaign...
157
.
I
CHAPTER
MODERN
COMMERCIAL
Advertising
business
is
is
It
competition.
that
potency
ofTFe
roads.
It
It
human
where
excuse
possessing
the
of
one
intensifies
to
jtimorous
things
creative
grass
It
rail^
ness
busi-
the
multiplies
It burnishes
desires.
hesitating_one"7fpr
and
which
in
force
in
before.
door
and"
grow
human
a
sales-
mere
skyscrapers
grew
and
the
at
than
positive
a
blades
only
with
thing
It_is some-
knocking
more
the
trial
indus-
modern
desire.
factories,
two
wants
is
It
builds
makes
world
human
something
manship-qn-paper.
of
business-builder,
a
"drummer"
a
consumer"
business.
is
beyond
goes
than
more
evolution
an
in
factor
mightiest
the
today
It
world._
PUBLICITY
under
former
conditions
without
*J["y-_?011.icL.easily_get
along
Before
advertising
and
before
the
business
supply
of
the
family.
his
he
deemed
made
It
today.
fills
desires.
beyond
years
needs
the
and
dreams
the
his
luxuries.
the
It
of
of
desires
of
multiplied
merchants
the
ago.
1
of
the
the
Modern
with
the
new
human
art
to
was
human
man's
by
yesterday
mind
human
has
merchant
reach.
fine
world,
and
knowledge
meager
a
commercial
bounded
was
within
the-
in
manufacturer
Merchandizing
by
has
the
factor
a
normal
and
which
of
it^became
into
developed
was
sities
neces-
luxuries
ing
advertisnecessities
and
cinating
fas-
necessities
of
twenty-five
2
BOOK
Advertising
trade
does
the
business
merchant
value
who
manufacturer
or
pull
to
merely
is not
It
unprogressive competitors.
well as psychological power.
from
away
diverting
of
method
a
Its function
advertise.
not
merely
is not
from
away
ADVERTISING
ON
It
has
"news"
not
only supplies regular. informatio.a..at stated periods"
concerning
the
supplyingthe
best
and
needs
of
a
laws
needed
are
human
to
necessary
were
before^ regarded
or
happiness.^Jlt
never
contentment
enlarges and_expands
the
's_daily life
.of..man
horizon
certain
that
idea
the
plants
im-
gradually
it
mind,
human
which
established psychological
well
multipliedmentalities
in
things
the
upon
comfortable exist-
and
normal
of
methods
economical
most
but, operating through
ence,
as
as
.
and,experience by bringing
designed
without
a
which
of
state
their
blissful
connection
finallyimpels
wears
so
constructed
The
average
old-fashioned
water
to
of
Hew
of
-t
all his life. It
*^e
the
But
along
a
verv
beards
came
convinces
that
The
human
it is appreciably affected
necessities
formance.
Wants
ments"
argu-
stant
purchase. The conpublicity gradually
by
apparently
of
the
Advertising
Creative
be
to
It is the
"selling
product
of
learned
heart
in
mind
tition"
repe-
all, advertising is only repetition.
man
was
perfectly willing to use an
razor
a^
his
it in
of indifference.
that
and, after
a
reader
the
the stone
away
but, having.
so-called
the
with
the
of
dropping
is
of
convenience
and
possesses them.
until he
modities
com-
new
perfectlyhappy
been
find
cannot
reiteration
in
have
ignorance;
contented
or
constant
and
would
existence, he
happy
his comfort
for
he
attention
his
to
the
answered
tonsorial
per-
The
barber, indeed, still finds
satisfactory implement for removing
from
the
faces
advertising
man
of
to
his
sow
customers.
the
seeds
TRUMAN
of
A.
and
dissatisfaction,
by
thousands.
the
idea
now
Men
that
the
behind
were
unnecessarily depriving themselves
men
and
convenience.
who
have
been
to make
content
After
finally managed
faces.
shaving stick,they
of
in
a
notions
brought
lather
by
over
Scotch
the
through
into
universal
a
After
coffee,the
and
heart,"
with
and
fact
Time
to
not
in
the
the
acquire
that
of
has
the
Unless
is headed
of
travail
art
the
of
of
an
vertisem
ad-
for
flutter-
becomes
"coffee
has
a
and
intensified
up
enterprise
an
annually
does
dollars.
musician
willing
was
daily practice
expensive
and
off, however,
on
music
extracting melody
clever
is
cereal
a
region
which
ambitious
direction
the
of
with
by frequent
built
it
now
substitute
she
persons,
educational
persuasive
and
cardiac
that
millions
when
was
the
begin
known
well
ually
grad-
has
breakfast
no
notion, multiplied
again,
through
instrument.
man
it is this
of many
under
does
notion
thousands
business
that
is disturbed
the
over
employing
piano
who
palpitations
and
go
the
instead
habit, until
cereal
certain
a
woman
impressed
to
cover
of
faces
of
medium
reading the seductive
for
a
their
Presbyterians,
the
generally accepted
hygienic or complete that
over
to
beauties
the
on
they
brush
lather
enough
learned
a
ings
the
advertising has revolutionized
The
oatmeal
dietetics.
porridge habit,
of
advertising
food.
of
mugs.
cereal"
developed
is
make
were
razor
mug.
"Breakfast
our
oscillation
having
Now,
same
faces in shaving
for their
produce
to
safety
the
by
fort
com-
these
by
gone
were
of
source
a
use
with
and
times
of
years
converted
laborious
much
their
In
lather
in
razors
gradually impressed
were
they
safety
find
we
3
WEBSE
DE
from
the
ter
mas-
the
ing
persistent advertis-
piano playing
will
BOOK
4
become
soon
the
pianola m
presses
gradually ima
foolishness
and
uselessness
the
expended
hours
laborious
long and
of the
with
of
of Paderewski
piano instead
reader
picture
The
lost art.
a
of the
front
ADVERTISING
ON
piano
upon
practice.
times
former
In
tears
Nature
which
cuticle
the
of
vale
content
to
enveloped
in
were
women
this
along through
worry
A.
most
the
.
whether
gardless
of View
Point
Besult
it
whether
it
colors
the
epidermis
Nowadays,
under
the
influence
lines
beautiful
modern
conceives
woman
and
certain
she
to
the
make
deficiencies
when
days
skin
the
has
man
to
breeding
for
relegated
Her
is gone.
job
supplanted
out
a
hundred
a
great noise
the
advertising
up-to-date
The
there
flourished
the
will
in the
grow
be
man
average
but
posed
supto
ply
sup-
factories,
boyhood
our
The
is
laying
which
cackling
of
one.
complete
has
man's
Our
comes
advertising
incubator
she
it
when
occupation, indeed,
eggs.
an
advertising
one
also
made
closet
parents
were
modern,
an
six
where
ing
makUnless
egg.
without
man
hatches
and
is speedily restrained, no
man
that
are
and
the
rear
favorite
while
over
the
to
lay
with
advertising
shoes
hen
is to
chicks
home
In
But
purposes.
Her
her
has
fact
new
industries.
the
tiful,"
"beau-
be
to
velvet
hence
writes
creams,
the
with
as
Nature;
the
chicks.
hatching
smooth
races.
poultry on the farm, the olddeemed
good
plodding hen was
and
fashioned, patient
enough
duty
new
raised
we
it to be her
as
of
and
laboratories
new
and
oleaginous compounds
and
creamy
ment
pig-
brown
who
foods
impressed
becomes
or
Oriental
of the
man
skin
,
the
with
of the
about
re-
alabaster
was
tinted
was
that
the
them,
gave
_
Changed
bator.
incu-
pairs of
formerly
happy
and
TRUMAN
if
contented
time.
they could
Nowadays,
no
man
shoes
to
provide
bring
to
persuaded
spell of modern
we
and
is
would
when
come
excited
much
machine
becomes
that
time
the
will be
home
for
think
has
within
bringing
it has
alchemy
of the
the
it is
kodak
images of loved
occasions
man
duty
to
ones
as
that
are
talking
phonograph
the
in the
age
aver-
become
the
imbued
as
us
in
the
invested
most
book.
open
"dark
room."
and
thrilling
Through
tising
adver-
joys
book.
with
idea
the
yards of film
records
with
:
mystic
The
an
by
kodak
the
alike the
rich
and
preserve
well
of
witchery
has
ing
advertis-
enjoyment
pastimes.
sealed
has
man
would
plainlyevident
and
all its artistic
a
ered
consid-
be
modern
daylight into
longer
no
our
poor
outdoor
let
with
surprises is
the
camera
has
Photography
the
to
time
the
the
of furniture
happiness
reach
all
of
Advertising
and
our
when
what
moment
a
brought
fascinating
it is
the
machine.
human
for
done
piece
a
sewing
the
as
And
that
common
that
that
whether
distant
far
notion
the
would
necessity or not,
a
the
regulated family
levity, but
is not
just as
well
in
advertising
time
machine
to
Under
of
assertion
the
along
the
some
been
prone
shoes.
relieved
The
every
are
of
for
talking
a
necessity in
a
how
luxury.
a
of
of
sary
neces-
Under
worried
hammering
entertained
we
the
public
he has
right.
a
pairs
dozen
which
have
pair
one
of
some
changes
the
by natural
gradually being
phonograph
have
with
have
we
ease"
could
tireless
are
which
"foot
at
in the
half
a
all
we
of
appears
with
is his
how
days
persistent
that
advertising genius,
wonder, indeed,
earlier
the
believe
to
influence
without
him
about
pair of shoes
one
the
is content
press,
man
have
under
5
WEESE
DE
persuasive advertising
most
our
A.
the
of instances
unusual
joy
"
6
records
of the
associations
the
past.
quarter of the habitable
In
Predjudices
bile and
believe
that
would
of
jeers of
by the jibes and
impeded
conveyance.
and
used, has
persistently
and
now
industrial
thousands
to
monuments
mind
is
automobile
is
is
This
longer
no
the
_
.
of
With
product
a
methods
of
about
You
salesmen,
of business
product;
nor
a
reach
them
cannot
can
you
tell every
and
neither
can
you
correspondence
and
must
passerby
hope
to
through
comprehensive
the
that
the
be
consumers
abandoned,
ing
travel-
through
the
of your
merits
reach
them
the
mails,
might be
sible
pos-
alone, the
country
in front
stand
and
million
telling
t"
product
vertiser
ad-
necessity.
a
eighty
in this
the
modern
notion
the
dice,
preju-
mark
removed
been
of
Covering Territory Solved
elaborate
has
.
,
Problem
of
of the
genius
luxury, but
a
big country.
a
old-time
The
streets
this
down
broken
gradually acquiring
consumers
_
not
fully
ink, skill-
smoking chimneys
of
Popular prejudice
human
in the
Printer's
well-nigh insurmountable.
seemed
could
who
those
was
permitted to supplant the ordinary forms
The
popular prejudice against it
be
ever
its progress
running widly
locomotive
a
veyance.
con-
its appearance
first made
highways
and
streets
our
upon
vehicle of
universal
the
be
the
when
day
the
fastening
in
the automobile
When
deep-
our
prejudices. Witpopularizing the automo-
in
his work
carriage will
horseless
an
but unreasonable
seated
ness
down
breaks
who
Removal
of Unfounded
becomes
advertiser
the
conciliation
evangel of
The
globe.
instances
many
a
ramifies every
which
business
a
built
has
advertiser
the
mind
human
industry and
mammoth
pleasurable and delightful
sions
By multiplying these impres-
will recall the
that
in
ADVERTISING
ON
BOOK
the
place
of your
by
a
tem
sys-
however
scheme
de-
TRUMAN
vised.
is not
It
portion
of these
channel
of
of
our
who
a
potential
the
field is
longer possible
no
the
publicity
newspaper
forms
other
in
play
into
century
a
carefully
Magazine
by
of
and
other
attracting
of
which
of
advertising
of
big advertisers
It
is called
quarter
a
known
un-
of
a
ago.
While
wasted
the
to
even
covering
people through
methods
methods
new
many
of
supplemented
development
is
advertising.
magazines.
and
public attention, the
of
dealer
town
own
it calls for
all the
be
mediums
local
problem
forms
must
advertising
of
the
reach
to
ties
activi-
arrested.
a
of his
people
one,
through
or
newspapers
advertising for
of many
combination
be
may
one
any
diversity of
a
big that
so
through
consumers
attention
of
reach
to
considerable
any
multiplied, complex
public
problem
only
national
planned
reach
call for
7
WEESE
to
population
comparatively simple
the
is
possible
The
the
seeks
DE
publicity.
through which
While
A.
it is true
in
that millions
advertising, it
of dollars
is also
true
annually
are
that
the
business
of
its
publicity is gradually reaching a basis where
be reduced
to an
exact
operations and its results may
computation.
The
advertising pay
?"
in the
twentieth
follow:
"It
the
way,
that
depends
have
minded
have
Ten
not
would
come
only
should
the
been
have
the
fortunes
out
of
the
most
believed
the
when
would
be
would
attention
in this
question
naturally
of the
country
tical
skepalone
advertising.
enthusiastic
advertised.
advertiser
that
statement
staples as white
such
this
advertising and upon
Speaking in a general
direct
built up
ago
answer
ask
the
upon
to
longer asked, "Does
no
someone
the vast
to
sugar
is
advertised."
years
would
If
century,
commodity
we
question
flour
The
the
time
and
ulated
gran-
white
flour
miller
by
a
advertising
any
"People
Never.
granulated
But
trade."
whole
foods,
of
foods
than
elements
times
the
brands
of
public
better
doubtless
eat
find
the
thought
a
few
advertisements
domino
crystal
the
mouth
makes
requires
is
almost
The
as
casual
no
a
to
in
sugar
a
years
print
with
particular
to
life"
of
staff
"the
the
convince
such
factor
important
in
as
modern
successful
the
style
business,
to
arguments
raw
with
zine
maga-
their
describing
attractive
of
study
had
everyone
mind
and
of
man
that
public
the
which
trust,
sugar
ago
picturing
water.
even
of
American
great
appealing
sugar,
brand
these
other.
any
also
endeavoring
each
cereal
in
of
advertising
particular
than
We
to
his
into
running
miller
flour,
find
we
the
nutritive
more
Hence
elaborate
white
that
flour.
flour
and
contains
that
white
white
expensive
is
something
for
'
popular
the
to
testifying
description,
'
fast
break-
other
and
oatmeal
foods,
of
by
flooded
?
flour
share
our
market
the
see
wheat
every
demand
we
now
get
life
white
without
will
we
of
staff
"
into
him
draw
to
the
along
get
and
sugar
sought
Advertise
cannot
advanced
proposition
the
who
agent
publicity.
of
campaign
or
ridiculed
have
would
ADVERTISING
ON
BOOK
8
as
make
to
therefore,
tions
condi-
industrial
convince
business
material
him
who
that
vertising
ad-
enterprise
itself.
:H"''-'-'r:'v.
:';:~:r":y/-;v
"fe-i *
.
"
."^ wife.
Distinctive
folders
are
and
shown
printing
booklets
artistic
The
tailor.
local
in
each
used
cover
case.
contribute
attractiveness
as
and
follow-up
typical
High-class
much
material
inside
stock
to
their
I.^.-Ulv-:j,
pages
and
by
a
HERE'S
This
is
advertisement
read
the
that
text
comes
pictures
he
COMFORT
RML
so
can
from
are
constructed
hardly
the
so
very
that
fail
use
of
to
the
attractive,
apt
to
If
be
the
article
the
has
with
not
the
advertised.
however,
read
reader
impressed
that
text
The
he
is
time
comfort
to
CHAPTER
WHAT
What
given
sale
is
for
IS
of
?
twentieth
products
product
ADVEKTISING?
advertising
this
of
II
There
century
and
definitions
many
of
art
commodities,
individual
an
are
promoting
each
experience
the
being
and
the
individual
viewpoint.
To
the
of
owner
city, advertising
which
to
who
is
the
over
the
world
is
which
it
has
is
sell.
to
in
varied
many
types
A
of
of
seeks
a
The
Geograph-
ical
Extent
his
kinds
people
of
climes
and
only
by
of
portion
is
he
big
a
of reaching
and
tastes
representing
his
which
problem
diversified
all
that
advertising
the
sent
field
product
ufacturer
man-
terests
in-
wide
and
civilization.
manufactures
for
all
kinds
of
kinds
all
The
the
of
is
9
product
kinds
and
a
of
to
problem
of
must
people
and
him,
of
presented
his
and
wagon
countries
conditions
geography
his
all
service,
advertising
of
to
for
for
wagon
farm
a
market
an(j
people.
is
a
that
the
limited
least
the
of
art
of
The
at
or
with
a
publicity
is
using
the
make
problem
of
of
from
that
society.
race,
worldwide
all
the
human
who
man
mind
market
civilized
him
the
in
store
meaning
product
a
is concerned
kinds
all
in
whose
capable
To
He
question.
who
the
word
making
of
department
different
a
the
and
boundaries
operations
of
has
attaches
large
a
for
fore,
there-
ing
adaptby
advertising
all
is
BOOK
10
continental.
be
reach
to
and
apply
in
the
be
in the
found
years
in
the
fact
the
art
and
attain
to
the
art
I would
the
define.
public with
salable commodity.
to
seems
me
that
of its
entire
of
art
ing
acquaint-
and
of
range
sought
development.
definition
a
in view
were
nature
is
changed,
purpose
the
as
name,
Here
the
covers
same
infancy
the
have
ends
advertising
the
a
the
same
in the
was
methods
and
advertising has
of
seeks
when
way,
mediums
that
this may
the
that
the
general
a
a
twentieth
for
reason
be
advertisingof twenty
ing
advertising of today. Speakhowever, and notwithstanding
fact
is not
ago
the
or
not
its modern
the
and
would
ago
years
development,
century
is
definition
the
noting that
advertising under
of
which
city
the
of
is
problems.
advertising twenty
definition
market
the
who
man
licity
principlesof practicalpub-
same
fact worth
a
the
of
that
boundaries
the
to both
It is also
of
from
consumers
by
yet
advertising must, therefore,
of
different
circumscribed
town;
idea
His
somewhat
seeking
ADVERTISING
ON
of
uses
it
which
publicity in
all its ramifications.
Advertising may
creating a New
Want,
First
Essential
of
Advertising
must
all about
a
desire
enough
ate
the
to
to
New
a
It
of
possess
it
"
affirm
that
Want
in
is not
the
product,
as
a
but
in
must
fact, I
am
minds
art
of
claims
that
advertising
possible consumer
create
advertising
many
The
product.
tell the
the
advertising does
publishing the
only
not
defined
successful
for
for
made
are
be
S*"P w^
no*
The
also
in
willing
which
is not
does
his
to
mind
go
not
good
automobile
enough to tell an
good, strong mechanical
points in
far
ere-*
tising.
adver-
siast
enthua
par-
BOOK
12
barber
It
shop.
of
It
humanity
thing ;
that
who
could
razor
it
that
and
to illustrate the
this
smoothly with
other
to create
taken
of
catch
and
prints
methods
hold
today.
which
devices
and
that
is not
is often
which
publicity. It
be
be defined
is the
considered
latter form
in this book.
treating only that
forms
of
salable
publicityto
be
(1)
art
which
seeks
create
a
or
publicity for
divided
new
or
practical
other
that
words,
we
through various
larger market
for
into two
the
purpose
of
this
book,
branches:
General
General
Beeks
notoriety and
publicity only
In
into
product.
Practical
may
of
licity
pub-
the
divided
be
commercial
as
a
to
public
deed,
publicity. In-
strictlycommercial
that
may
in
entire
used
is
There
made
two
be
may
public attention.
reference
the
easily covers
publicityin a general way may
divisions,that which
brings mere
will
the
through
English language, is the
that
name
the
which
to
wno
century
publicity,a
range
this
man
development advertising
the dignified,far-reaching, all-embracing
on
of
name
of
its twentieth
In
has
advertiser
do
to
0f the
medjum
successful
how
best
knows
the
and
Want"
New
a
Wide
Bange of Modera
Publicity
a
man
examples might be adduced
advertising must seek
fact that modern
of
Thousands
are
the
old-fashioned
the
with
ing
bless-
a
possiblefor
quickly and
his face
practical
a
money-saver,
was
himself
bewhis-
convince
was
nue
ave-
device.
new
The
safety
time-saver, a
shave
not
to scrape
razor
the
a
faces
to
the
out
point
to
task
his
was
that
it.was
to tender
his mission
was
escape.
kered
ADVERTISING
ON
publicity. (2) Direct publicity.
publicityis that form of advertising which
through various
channels
and
mediums
to
dissem-
TRUMAN
inate
information
that
end
A.
regarding
the
or
Direct
they
salaried
manufacturing
Direct
using
any
It is true
this is
in
expended,
or
rather
words,
to
This
forms
"
How
it does
create
sellingagencies
"
direct
of
.,
Mail
_
Has
Advertising
Developed
from
of
which
or
this country,
through
make
orders
from
scriptio
de-
or
acterized
char-
in
lished
regular estab-
for the
illustrated
tised.
adver-
by
mail
other, what
the
and
product
so-called
the
one
literal
a
selling agent, but
direct
best
are
the newspaper
dealers
two
order
is known
'
parlance
as
are
ad-
directly
sells
sent
in to the
of
to
factory or
the
the
in
in
annually expended
which
readers
classified
advertising,
order
Mail
dollars
is that
sellingagencies
kind
is sometimes
upon
newspaper
of
consumer
' '
not
publicity is
Vertising.
millions
the
any
demand
a
advertising
"
m
is
is to get orders
.
der
fact,
in
salesmanship-on-paper,
the
advertising, the
Or-
re-
or
largest appropriations
the
magazine advertisement
seeks
middle-
any
salesmanship-on-paper
not
other
as
con-
licity,
mis-statement,for general pub-
a
by far
is
In
sense.
' '
way
manifestly
which
direct
which
the
to
to
Its purpose
advertising
all
general
a
direct
sell
selling agency
that
publicity
publicity,
advertised
product
of
wholesalers, jobbers
as
is
which
concern
reference
"salesmanship-on-paper."
but
the
to
product.
form
that
such
tailers.
in
the
without
men,
Fnbiicity"
of the
advertising to
sumer
Meaning
of "Direct
without
product
wholesalers, jobbers, retailers
agents
publicity is
The
be
marketing
or
through
the
salable
a
for it may
be created
the part
upon
this demand
ing
being supplied by the sell-
agencies whether
for
13
WEESE
demand
a
of consumers,
seeks
DE
sumer
con-
central
advertisements.
of
developments
By
such
this
usually
which
in
publicity
is the
whole
the
If
a
and
"Lost
the
and
"Ex-
Rent,"
he
second
enabled
this
about
guesswork
the
is
can
tell
it.
hand
mathematical
The
exactly
advertising,
piano
how
is able
certainty.
dog
or
make
to
direct
what
replies
the
figure
dog
the
to
at
a
are
There
definite,
are
finds
rately
accu-
and
advertising.
many
of
wishes
exactly
results
if he
and
he
of
be
trace
may
know
vertising
ad-
form
may
certain
a
to
form
which
lost
of
advertising,
modern
one
a
of
piano
from
returns
which
from
kind
direct
most
fact,
in
columns
This
of
range
advertises
man
hand
price
He
a
a
second
certain
his
all
cover
Chances"
the
as
advertising,
only
results.
from
to
"For
"Business
defined
be
"keyed"
no
in
tjie "jajiy newspapers.
jn
might
his
of
portions
used
term
Sale""
and
change"
Classified
sell
as
Besults
Advertising
it
world
other
appears
"For
Found""
Definite
is the
advertising
advert"ing
from
in
become
book.
Classified
the
has
has
commercial
the
consideration
special
for
call
to
in
factor
important
an
ments
establish-
and
proportions
phenomenal
such
reached
tunes
for-
many
development
This
up.
velous
mar-
publicity.
mercantile
great
built
been
have
and
made
been
have
the
of
art
modern
the
of
one
"salesmanship-on-paper"
this
of
means
is, indeed,
advertising
order
mail
This
ADVERTISING
ON
BOOK
14
is
crete.
con-
resulted
or
cost
sells
with
CHAPTER
MEDIUMS
III
EMPLOYED
BY
DIRECT
These
publicity
the
of
publicity
various
employ
may
"
the
people,
Newspapers
Magazines
principal
daily
"
AND
PUBLICITY
forms
two
GENERAL
direct
for
mediums
ing
reach-
being:
ones
weekly,
and
secular
illustrated,
and
and
general
"
and
religious
weeklies,
Bill-boards
and
Street
cards,
car
forms
other
of outdoor
advertising,
Letters,
leaflets, circulars, calendars,
Booklets,
blotters
and
for
designed
for
wide
Wd
all this
manufacturer
the
the
merchant
of
of
problem
licity
pub-
presents
mediums
a
calling
each
K
special
and
of Mediums
for
to be
possibilities and
Used
the
particular
in
advertising
is
intended
must
a
wide
it presents
for
is
It
advertised.
of
that
or
diversity
literature
printed
of
distribution.
general
from
It is obvious
forms
other
catalogs,
yield
range
many
channel
its
publicity
profitable
to
for
departments
or
which
15
product
on
be
novice
which
consideration
branches,
all the
ploiting
ex-
ment
invest-
an
activities,
knowledge
expert
through
and
study
and
and
the
its
to
the
even
returns
mediums
of
commodity
or
of
for
adaptability
evident
careful
embrace
special
a
the
special study
a
product
plainly
that
to
copy
and
that
and
each
ing
call-
each
senting
pre-
profits
of
the
16
BOOK
ADVERTISING
ON
"i
business
be
may
realizing
taking
branches
in
,.
..
Copy
given
I
of
the
vitally
printers
say
careful
study
of
page
up
is
said
it
is
in
said.
the
ent
differ-
these
consider
to
the
is
after
factor
in
which
"copy,"
the
"talk"
or
into
street
magazine
the
in
all
general
get
in
car
page
the
he
What
street
giving
ot
all
forms
results
concrete
largely
of
conclusions
to
way
magazine
or
ufacturer
man-
which
line
the
or
from
depends
car
suc-
term
the
space
the
or
you
the
newspaper.
whether
a
which
and
magazine
in
is
"Copy"
puts
whether
advertising
the
important
experience
applies
for
in
text
"copy,"
personal
advertising,
the
merchant
about
of
stuck
going
am
advertising.
to
from
bought
results
a
most
cessful
by
may
I
question
or
has
advertising
diture.
expen-
.
Definition
of
of
consideration
the
up
the
from
returns
out
with-
winds
four
the
to
appreciable
any
.Before
scattered
easily
from
a
card
what
upon
card
of
and
how
CHAPTER
"COPY""
THE
"Copy"
is
without
space
SOUL
the
soul
good
copy
front
Old
of
but
Description
Outgrown
time
has
willing
the
country
newspaper
is
Even
with
space
the
He
he
a
"best
has
call
not
bought
Having
of
himself
in
space
for
contracted
of
the
yield profitable
returns,
through
that
and
which
the
goods
called
a
ing
Man
as
of
an
of
the
sincere
magazine
He
with
his
tjon
wheil
is
as
be
year.
ligation
ob-
an
space
done
convincing
and
facts
about
prices.
might
newspaper
interloper.
an
a
the
some
or
original
in
more
plan.
stories
far-off
lands.
less
or
the
in
engrossed
travel
a
it
only
can
their
because
He
He
is
no
in"
"butts
-
Interloper
deeply
in
"butter-in."
part
rt"
and
sell
to
advertiser
The
be
has
prices."
for
make
readers
the
selling
merely
to
this
honest,
tells
actually
he
is
about
recognizes
sense
and
advertising
newspaper
he
space
business
ordinary
"copy"
local
where
cheapest
advertiser
an
The
town
fills his
the
at
a
flap-doodle.
generalities
town
is like
advertising
of
smallest
longer
no
the
the
store
salesman.
rhetorical
with
in
the
It
purchaser
bombastic
in
it locates
;
traveling
in
printed
Indian
anything.
the
it
Advertising
wooden
a
store
say
merchant
lot
like
"juinb
fill
ADVERTISING
advertising.
is
when
to
goods
does
of
not
an(j
by
gone
is
space
does
^ea"
OP
cigar
a
Methods
of
a
IV
reader
of
is
"graft"
This
17
alluring
supposed
or
mercenary
proposito
be
descriptions
intruder
BOOK
18
ADVERTISING
ON
settles down
reader
a
skillful,the
most
of
couldn't
for
pay
them.
reader
The
that
raw
Only
publisher of
one
know, has publicly
"^
^is
Unusual
An
Instance
in the
that
which
in effect
at
"It
Indeed,
merely
he draws
a
is not
and
to
a
confidential
of the
he
"go
million
my
a
or
provide
advertiser
of
newspapers
in
uses
after"
these
a
channel
reach
lishing
Pub-
Curtis
the
the
tiser
adver-
tion.
large circulais generally
papers
subscribers.
new
as
purposes
may
after"
"going
far
so
of the
one
Curtis
readers, Mr.
primary
million
fashion
it is Mr.
the
idea
the
ing
Hav-
now
says,
least,to the advertisers:
instruct
stories
he
magazine
the
Curtis, of
been
as
space
acquired
that
with
magazine,
is to
the
Mr.
has
employed
innocent
more
hints.
Mr.
of
edify, entertain
with
women
Bok
business
victim
to
purpose
or
Bok's
a
to
think
harmless
for
being
deluded.
To
with
you.
The
Ladies'
Home
for
the
advertisers.
poems,
it is.
think
may
salary
published expressly
can
declared
magazine
columns
Such
I
great
customers.
Company,
and
a
through
of
Candor
fact
the
be flim-flammed
must
tisers,
adver-
the
him.
for
newspaper
paper.
news-
literary talent without
and
paper
publisher is really printing
the
the
or
for
publishing a magazine
of
though perfectlyaware
even
artistic
edge
publisher will openly acknowl-
the
is
he
that
the
be
most
magazine
the
to
Curtis;
must
the
adroit, and
most
even
he
"butter-in"
a
contributors
all the
Not
I
is
he
because
Thomas
E.
William
or
soap,
moment
with
hour
quiet
a
"Wharton
Page, Edith
Nelson
and
to
the
automobiles"
gold dust, and
Fairbank's
Ivory
hams,
begins shouting "corsets, premium
He
so.
delusion
be
frank
is
and
and
Journal
The
is
reason
put something in the magazine that will catch
the
20
Seeing
to
He
in."
"butt
it
this
all
ADVERTISING
ON
BOOK
must
reader
from
away
attention
the
attract
advertiser
the
of
business
the
is
body
main
the
of
the
of
lit-
.
Mnst
erature
Compete
with
Articles
pitted
or
enough
"stuff"
than
"catchy"
and
better
more
in
Each
is
space
but
for
costly
a
or
"butt
the
anything
And
the
he
advertiser
illustrator
in
this
the
'butt
attention
you
picture
your
of
us
in?'
"
He
dulge
in-
cannot
lishment.
embel-
of
The
the
buy
not
must
azine
mag-
If
do
If
reader
the
advertisements.
must
be
must
it
you
be
you
skillfully,
employ
better
the
than
magazine.
the
to
out
something.
did
convincingly.
body
brings
the
the
attention
pointedly,
say
is
ist,
essay-
rhetorical
must
reader
read
to
his
on
has
The
newspaper
in"
of
and
moment.
forcefully,
art
sentence
long
turn
sentences
much
or
the
must
point.
the
to
more
prolixity
elegant
He
His
do.
they
it
He
writer,
story
artist.
the
writer,
editorial
the
hold
must
impression.
an
the
scholar,
the
against
make
to
he
and
news
the
question:
"How
shall
CHAPTER
WHAT
IS
GOOD
periodical
literature
the
matter
other
in
now
to
most
value
in"
"butt
and
shall
it ?
see
to
and
shown
of
out
his
relation
which
by
relation.
to
it
newspapers,
means
that
in
advertiser
the
and
the
he
How
is
may
he
can
profitably?
and
know
good
its power
By
of
status
having
consider
we
"COPY?"
magazines
effectively
How
we
the
in
order
the
get
ADVERTISING
established
Having
V
to
advertising
attention,
attract
when
copy
interest
to
convince.
in
This,
opinion, is
my
the
triple
of
test
tising
all adver-
copy.
It
is
entertain,
the
to
the
artistic
of
the
rhetorical
another
It
thing
him
in
is
in
if that
were
matter
might
clown
sole
be
left
with
breakfast
of
to
amiable
to
with
contortionist
reader
and
"
and
to
of
a
he
to
tivate
cul-
the
else.
advertisements
question
countenance
21
his
of
is, did
persuade
whole
the
nothing
on
indeed,
"
average
and
the
even
the
"sunny"
spectacles
the
advertising,
does
very
or
attention
artist,for
the
if
wordcraft
attract
purpose
large
cereal, but
his
to
amuse,
divert
to
sense,
the
of
master
attention
attention
of
the
the
picture
to
want.
new
for
convince
to
word-juggling
attract
The
a
easy
novice
attention,
attract
to
satisfy
performances
quite
will
thing
one
artist
amiable
nose
ing
look-
once
well
a
the
or
tracted
at-
known
tion
reproducconvince
to
eat
it
that
or
In
face
conveyed
the
meant
was
to
interest
carries
the
and
the
of
knowledge
and
food
tised
adver-
artist and
the
reader
the
by
the
the
any
real
Unless
the
occupied
space
advertiser
the
writer
this to
without
advertised.
product
expended
the
do
even
may
conviction, however,
money
sunny
weakness
of the
name
They
of
delectation
great
copy
reader.
the
the
suggest the opposite of all this.
therefore, for
It is easy,
to
the
impotence, while
breakfast
instance
intellectual
of
idea
good
was
other
any
particular
this
made?
than
better
was
food
muscular
food
particularbreakfast
this
that
anyone
ADVERTISING
ON
BOOK
22
largely
are
wasted.
be
sure
there
are
To
there
^
A
is
commodity
Merely
Reminder
^
merely
there
is
that
Q"
cage
cracker, about
is to
all that
"
much
to
being advertised.
is
wejj
the
the
remind
nothing
^qq^^j
advertiser
of
reader
be offered
the
lead
the
stocks
which
dealers
and
on
handle
who
push the brand,
deal
may
or
engaged
effect of
big scale
a
the
SO(Ja
to
do
product,
for
in the
in the
In
a
hope
can
of
way
in behalf
persuasive argument
Very often, indeed, the only purpose
products
or
goap
of the
or
such
deed,
in-
"
exceptions to every rule in advertising.
the product or
largely depends upon
Advertising
That
this rule
exceptions to
are
uct.
prod-
of advertising
magazines is
goods
to
carry
influence
the
speculate in the
securities
of the
in
manufacturing
the
to
big
public
to
or
vincing
con-
goods.
poration
cor-
The
big advertising campaign on the securities
of a corporation is a consideration
that is quite often
overlooked
by so-called experts in the advertising business.
There
cannot
be
a
are
very
advertised
many
commodities, however,
in that
way.
There
are
that
products
TRUMAN
which
picture of
of
a
be
cannot
a
A.
sold
woman
product
and
product
the
case
tell
people why they
under
what
of, and
why
ground
into
Look
the
house
well
of
talk
month
the
the
be
expended
in
"57
to
comely,
behind
clerk
the
not
the
varieties"
strong and
we
convincing
be
in
the
for
that
confidence
this sudden
the
woke
head
to
any
departure,
of the
up
of
house
of
realization
a
advertising appropriation should
made, what they are
preferred above all
made
other
his products,
of, and
products
character.
must
us
be
for
Does
the
very
suddenly
be
that
excite
some
reason
are
brings
it?
of
the
about
they
This
it is copy
of
tellingpeople something
they should
of similar
some
to
his
that
how
radical
and
amiable
the
reason-why
strong,
sudden
opinion
varieties"
fact
to
from
change
meat.
knows
the
to
her
happen
of
or
inaugurated by
The
Instead
and
not
"57
flaked
of being
varieties."
notieed
lady
the
how
it is made
what
made,
instead
is too
be
I venture
it is
to
to tell
tell them
must
In
have
in order
it,and
it you
eat
it.
for
instance, you
eat
pictures
copy
but
test
should
Pretty
mince
on
who
why
for
"57
the
each
I do
one
wheat,
made
are
of
knowledge
a
advertising campaign
showing
have
now
that
conditions
the
dressed
counter
this
fine meal.
a
Pretty Pictures
not Adequate
by Themselves
consumption
The
from
come
it is shredded
at
beautiful
a
intelligentselection,and
should
they
boy.
claims
of shredded
why
and
the
fat
a
must
the
them
of
upon
intelligentselection
23
WEESE
simply by printing
or
rests
DE
a
back
applied
food
it make
flow
to
of
the
a
to
reiteration
all
advertising
advertisement,
the
mouth
of the
has
water,
gastric juices?
triple
copy.
If
it "smack"
and
does
it
If it is
and
desire
a
brand
beverage?
table
of
for
If it is copy
it create
whizzing
the
over
but
It needs
in the
country
highways
cursory
the
glance over
the
magazines
a
in
advertisements
manufacturers
most
the
desire
a
to
go
particular
advertised?
machine
Inter
life and
outdoor
does
advertisement
automobile
an
longing for
a
thirst
a
particular
that
thirst with
gratify this
to
it create
does
advertisement
beer
a
ADVERTISING
ON
BOOK
24
Attention
merely
to
sums
readers
create
desire
a
to
part of the
the
on
indulge in
to
that
see
spending large
are
tin
Eeader'B
mobile
auto-
many
the
ures
pleas-
automobiling.
of
Uood
of the reader
attention;
the
should, therefore, attract
copy
;
interest him
it should
it should
and
attention
that
arguments
present
his
to hold
enough
are
convincing.
satisfied ourselves
Having
we
question
which
test
to this
how
is it
how
"
consideration
the
to
come
of the
produced?
have
we
good
copy,
part of the
back
to
the
considering, the
itself under
attract, interest
we
is
other
Going
been
question easilydivides
shall
to what
as
cial
cru-
answer
three, heads
convince?
and
Here, again, it manifestly depends largely upon
devices
to
what
product to be advertised
as
should
The
Importance
the
The
of
Catch-Line
The
"whole
first
commodity
for
any
a
job is
the
reader
we
to
be
may
it.
aror
trade-marks.
to
keep
the
on
advertised
the
artist from
advertising
is
one
convincing argument
picture and
attention
attract
the
foy pictures, striking catch-lines
familiar
thing"
to
of
attention
res|;e(j
captions,and
to
employ
Great
:
that
or
nothing else.
page
does
talk
"
not
and
being
unless
lend
the
the
itself
merely calls
0l*e
^"
the
as
UginwatcH
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by
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jolt. ELGIN
time.
accurate
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nf
the
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|K.
EL
ILL
j
The
designer
the
usps
oldest
the
pffpctively
device
rel lability
for
and
and
accuracy
artistically
most
telling
to
time
of
his
attract
make
in
this
attention
of
watch
advertis
to
"
m
e n
t
Advertisements
The
text
the
effective
showing
of
mind
each
with
commodity
trade
of
use
advertisement
qualities
certain
that
so
-marks
mind
is
in
are
the
seen
these
of
trade-marks
also
which
future
they
qualities
calculated
belong
when
bring
the
to
to
these
to
products.
impress
each
phrase maker
to
has
his attention
The
the
been
attracted.
".
.
,
and
words
Long
tences.
"
and
cut
point.
the
to
short, concise, trip-hammer
of
consist
It should
terse, clear
be
after
reader
of the
interest
hold
must
copy
ADVERTISING
ON
BOOK
26
sen-
conjunction
the
Crisp Style
is the
"and"
First
Begnisite
tising. Crisp, catchy
should
statement
This
is
main
to
do
to
this he must
convince
reader
order
His
Product
where
the
attention
to. the
to
shall
we
advertising
entertain
for
present the arguments
convincing
0Pmion"
to
the
the
is
to ^ow
the
is marketed.
writer
of
business
advertisingcopy
enthusiasm
secure
that
are
to
Prod-
the
is necessary
It
produced,
which
product
a11 aDout
0f
atmosphere
the
ity
commod-
a
it is necessary,
manner
advertised.
be
commodity
the
and
reader
line,how
and
the sales agents and
acquire
of the
last
unknown
verses.
easily interest
get int0
the
and
the
newspaper
literary art
may
uct
MnstKnow
a
or
test of
in my
Advertiser
magazine
a
divert
to
from
away
is the supreme
logical and
a
in words.
convincing him.
without
In
The
you
reader
This
him?
effort,for
tautologies
advertising
editorials,,
essays
his interest
held
having
of
the
in
cinct
suc-
of women's
tedious
the
employ
attracted
Having
in
of
writer
the
of
of literature
body
and
for
attention
the
attract
or
the readers
of the writer
business
It is the
and
sentences
long-winded artificer
of the
adver-
m
rule.
Even
time
no
redundancies
the
be
busy world.
a
have
magazines
and
equally abominable
are
the
to
factory
get in touch
with
organization through
How
the
else
can
information
necessary
to
the
and
effectively
exploit a product?
If I
a
were
to
particular brand
get up
a
line of copy
of soups,
I would
for
want
advertising
to
live in
TRUMAN
the
factory
and
and
think
good
of
and
the
only
I
an
it
from
and
soup
by
steal
made,
to
but
ufacturing
man-
quiet
some
weeks
two
would
company
away
a
those
I
was
the
read
to
product.
the
month
a
or
month
a
of
all
the
available
product,
the
method
claims
the
information
of
that
about
manufacture
'made
are
for
it,
SnonU
the
logical
should
copy
be
written
on
logical
Sensible
aQ(j
to
the
common
by
The
then
follow
No
kind
other
and
and
no
other
reader
should
the
and
of
and
should
reveal
The
product.
should
not
or
clearly
peal
ap-
offend
ments.
over-state-
formation
in-
positive
conclusions
will
convincingly.
in
copy,
convincing
kind
It
exaggerations
absurd
logically
permanent
reader
the
sentences
regarding
lines.
sense
of
reason
intelligence
his
a
want
agents
spend
to
for
concern
the
for
up
aQd
be
sell
how
27
would
sales
would
want
the
I
made
soaked
nature
c
to
WEESE
copy.
Having
the
was
Then
would
evolving
else.
claim
it.
nook
of
the
not
possible
every
office
from
it
know
to
DE
nothing
business
want
the
letters
many
whose
in
A.
of
opinion,
my
impression
copy
is
worth
will
upon
printing.
make
the
VI
CHAPTER
in
believe
I
I
what
"bull's-eye
method"
the
start
with
out
It
argument.
clear
in
obvious
purpose
Whether
this
the
here.
It
other
result
their
purpose
is
ot
Element
a
for
our
So
before
the
convince
the
we
need
cuss
dis-
show
that
judge
can
of
Some
no
modities
com-
of
these
artistically
reader
that
tractive,
at-
the
its class?
the
to
even
"publicity"
that
names
people.
and
in
that
see
firm
reader
the
interesting
they
plain
to
the
keep
to
vertising
ad-
the
question
as
the
to
of
purpose
far
our
"publicity."
mere
is not
merely
t*iese
lack
is
ment
mo-
base
of
newspaper
not
best
is very
or
a
in order
to
survey
object
or
do
which
cursory
some
for
advertising
prime
are
is the
only
a
ity
public-
magazine
is the
firms
but
that
of
suffices
advertisements
It
upon
is attained.
and
product
premises
"bull's-eye
consider
to
in
magazine
a
bills
well
writing
appreciate
the
of
attained
but
takes
pages
paying
is also
be
to
purposes
in
To
advocating
examples
It
necessary.
ADVERTISING
campaigns.
in
at
concrete
some
are
the
the
driving
am
method"
is
IN
advertising
planning
and
to
METHOD
BULL'S-EYE
THE
for
the
novice
in
product
advertisements.
advertising,
is
attained
The
dominant
argument.
There
in
idea
Any
is not
of
persuasive
Persuasion
effort
apparent
the
of
reader
the
to
the
commodity
end
to
that
convince
he
advertised.
28
may
to
or
become
These
is
no
cate"
"edua
chaser
pur-
advertise-
TRUMAN
ments
merely
the
at
old
be
expensive
and
he
so
of
merely
space
attractive
But
it may
that
booklet
and
publicity,if
of
plan
of
his
about
kind
why
certain
a
a
products
in its class.
argumentative.
Its purpose
customers, but
is
his
spending
he
space
to
be
This
of
statement
preferred
over
persuasive,convincing,
only
not
create
of his
consumers
pulls.
lucid
and
old
the
advertiser
business.
new
product
hold
to
The
to be
valuable
is too
not
all.
at
that
customers.
new
money
for
pays
the
make
to
is
agency
"
should
is
considering
publicity persuasive
clear
It is
in
argument
advertiser
of
product
is
he
contain
not
are
please, the publicity
you
publicity calls for
reasons
We
of the
half
a
is based.
product
advertising
purpose
an
magazine
his
uses
educational
the
this.
the
be
booklets, which
the
form
is another
There
that
Or
sale
the
opinion
advertising.
matter
out
his
in
Sometimes
carrying
rity,
notoriety,celeb-
presented
cannot
readable
the
no
motives.
other
It is doubtless
space
persuasion
or
at
"
call out
to
and
which
upon
sort
the
argument
the
be
magazine
to
to
publicity
at
"
product
old
same
considers
advertiser
proposition
convert
the
earth
still on
are
forget us."
devoted
aims
merely
educational
a
be
to
"We
don't
"
29
WEESE
making
"
the
popularity.
or
page
used
that
DE
effect:
stand
always
It may
too
in
say
same
have
you
A.
occupied
that
they
The
in
vincing
con-
have
a
'
good
thing.
At
the
that
does
When
it is
time
same
not
take
fact
.
full
that
plan
no
publicity is adequate
of
of
account
the
psychological
the
mind,
human
though
even
.
.
Necessary
Get
New
Trade
reminders
and
fully satisfied
to
there
to
untried
is, must
keep it
from
things.
But
that
be
a
product
jogged
chasing
the
is
with
around
primary
the
,
best
constant
after
purpose
new
of
BOOK
30
ADVERTISING
ON
be to attract
must
to
increase
it is easy
conceive
to
change
the
facturer
manu-
fied
body of satis-
a
shift
or
of
case
medicines,
where
from
be content
this clientele without
to hold
merely
and
from
he should
That
the
In
soaps
revenue
never
to another.
to
condition
a
fixed
a
who
consumers
money
of
purchaser,
enlarge clientele,
product.
foods, drinks,
as
derives
product
for the
demand
the
products
such
purchasers,
new
pertains
it
modern, effective publicity,especiallywhen
to products not
by the
quickly consumed
one
spend
to
adding
new
in these
however, is scarcely conceivable
times of push and competition.If he makes
such things
as typewriters,bicycles,
automobiles, cameras,
wagons,
customers,
pianos, watches,
that last
that he
go
after
whether
you
must
But
old customers,
c
new
me*bod
is the
Energies
Along One Line
is the
shot
the target
at
all.
ones,
over
of
hold
to
the
both, the bull's-
or
that
one
It
counts.
with
man
He
"
not
well
as
bird-shot
artisticallyand
but
he
gets
hitting the target
in
of
all lines
wastes
deavor,
en-
and
.energy
skillfully spme"
large
no
Hun-
scattering bird-
are
are
; many
the
scatters
bunglingly
rings the bell.
that
advertisers
advertising,as
In
money.
center-shot
dredg
the
times
trying
n
of
all
time.
all the
merely
are
modities
com-
plain proposition
a
customers
new
to make
e^e
t"
t
or
is
long time, it
a
other
registers, or
cash
guns,
AS
game.
ples
sam-
,
of the literature
to
the
may
by
pepper
shooting
lodges in
right
on
in this
away
boys
The
publicityhis
artificer in words
mere
farmer's
of
who
into
popcorn
hide
the
corn.
of
a
the
interesting
But
he
like
the
sentences.
for
years,
cattle out
their
produces
tough
munching
fashion
try to drive
popcorn
the
and
stuff is
buttocks
of
a
cornfield
from
ticklingsensation
bovines, but
guns.
shotas
they
it
go
TRUMAN
FIVE
an
31
and
"
IS IT
1.
comes,
as
POINTS
automobile.
than five
more
near
make.
to
WEESE
Machinist might want
a
thirty-nine
questions
are
ask about
ask
DE
INTERROGATION
There
to
A.
YOU
the
The
to
want
not
to each
answer
NOISELESS?
to
would
is easy
:
Royal Roadster
beinga silent machine as itis possible
alignment
heavy steel frame, perfect
The
of
of all mechanism, the
machinery,the encasement
all combine, to produce
splashsystem of lubrication,
a
noiselessmechanism.
IS
2.
from
IT
RIDING?
EASY
vibration combined
four-inch tires make
ridingmachine
on
the
York Water
springsand
elliptic
with
Royal
the easiest
Roadster
the market.
IS IT
RELIABLE?
3.
is used
by the American
New
freedom
The
Royal Roadster
Express Company, the
The
United States Postal
the
Department,
and others
Department,the St. Louis Fire Department,
who require
be readyfor use when wanted.
cars that must
4.
IS IT
ECONOMICAL?
anti-fricton
With
with no chains, gaskets,
strut or truss rods,,
bearings,
with latest improvedcarburetter and igniting
system,
the Royal Roadster reaches the highestefficiency,
the rear
the highestpower
to
delivering
possible
wheels with the least consumptionof fuel.
REPAIRED?
The Royal
IS IT
EASILY
5.
but when
needs repairing,
it does,
Roadster seldom
accessible
all the parts of the mechanism
are
easily
of construction enables the novice
and the simplicity
the mechanical
master
to quickly
plan and to locate
the difficulty.
If
you
are
interested in
of
thirty-nine
points
send for
our
THE
Copy
for
an
and
automobiles
want
to
of the
In the mechanism
superiority
It is sent
handsomely illustrated Booklet.
look
into the
Royal
Roadster
free.
CO.
ROADSTER
ROYAL
advertisement
automobile
directly several questions
which
that
are
hits the bull's-eye by answering
likely to
the possible buyer
occur
to
v
32
ON
ADVERTISING
who
scatters
BOOK
advertiser
The
"tickling" sensation, but
produces a
produce a panic
shot
his
doesn't
he
entertain,
amuse,
buyers. He may
instruct,but does
edify or even
among
of Scat-
ness
Ideas
tering
line
is
He
versatilityof
at his
that,
We
need
we
would
with
generally
him
be
his
relieve
notions;
he
he
when
we
inclined
not
are
things
makes
But
whether
concentration.
a
doesn't
Let
to
whole
into
fine
such
flour
in
a
that
of commerce,
must
It will
campaign.
better
without
than
other
any
it
way
it
more
just why
consumer
its porous,
digestibleand
more
firm
A
from
cooked
the
and
drawn
that
the
an
upon
sell because
biscuit.
be
told in
nutritious
in the
a
character
than
cational
edu-
sells
Gandy
But
shredded
sale
it tastes
gratifiesthe almost
must
the
ordinary white
bt based
sweet.
sires
de-
biscuit, and
porous
of
or
appetite for something
the
a
not
cracker
advertising,because
of this biscuit
human
bird-shot
scatters
It is obvious
ovens.
biscuit,unlike
cracker
the
It is made
been
have
shreds, making
baked
of
age
an
rifle and
examples.
biscuit.
new
grains,which
wheat
long
a
one
any
harm.
bull's-eye of
concrete
some
advertise
afterward
of
take
us
bodily
who
Even
while.
worth
anything
hit
to
use
us
tudinous
multi-
genius.
Winchester
the
things,
the
not, this is
or
fellow
the
no
any
hits the
where
understanding,
him
with
man
of
are
like it
steady aim
and
true
do
to
we
The
that
feel
cheers
with
us
erratic
his
of
He
him.
diverts
of
manifestations
We
narrow.
monotony
without
lonesome
crank
the
marvels
Everybody
is not
He
in any
scatters
interesting personality.
an
genius.
a
talent.
to
who
is
of the
consumers
or
man
endeavor
activity or
of
The
advertises?
he
product
purchasers
majg_e
jy
actual-
he
a
versal
unicase
ing
convinc-
makes
common
A
picture
used
from
to
impress
ready-cooked,
certain
the
of
It
grocer.
breakfast
the
the
reader
with
food
read-to-serve
attracts
food
attention
would
pass
the
may
when
with
ease
be
the
unnocticed
ordered
picture
which
a
TRUMAN
cracker.
Unless
effectivelyand
Let
us
extensively
for
follows
as
The
1.
for
of
possibility
product.
plans
who
man
points
work
to
advertising
an
I would
upon.
elaboration
tion
exploita-
and
:
a
of
character
porous
exposing
shreds
the
disseminated
is
is little
there
this biscuit has
various
the
33
WEESE
for the
market
what
see
campaign
DE
information
this
creating a great
group
A.
surface
great
biscuit, its fine
the
for
saliva
the
to
act
upon.
Only
2.
The
this way.
destroys
The
4.
and
5.
with
biscuit
7.
animal
8.
dainty
from
10.
dust
and
Much
as
breakfast
a
sarily
neces-
of the
whole
everything
contains
compels
tion
assimila-
food
delicious
and
dishes.
grain, without
wheat
yeast,
no
is
that
served
or
it,the
in
needed
for
the
body.
human
baking powder,
no
no
fats.
the
Has
"nutty"
delicious
A
boon
to
intestinal
The
the
more
of the
flavor
of
toasted
gastric juices.
dyspeptics, especiallythose
disorders
cleanliness
consequent
might
ing
suffer-
impaired peristalsis.
and
of the
plant, its freedom
purity
of
the
be said of this
propositions furnish a
advertiser.
The
question
ten
shreds
salivation,making
wheat, stimulating the flow
9.
it
shred
naturally organized elements
of the
It
in
easy.
of
contains
nourishment
its countless
and
eaten
made
the
to
shredded
discarded.
be
must
in order
of
be
It may
destroying
be
can
all bacteria.
digestion
Being
grains
wheat
crispness
hundreds
6.
the
mastication
thorough
kernels
defective
Cooking
3.
wheat
good
wealth
product.
product,
of
is: will he
from
material
try
to
but
these
for
cover
the
all
34
ADVERTISING
ON
BOOK
susceptible of great elaboration, in
Or
will he adopt the bull's-eye
advertisement?
of driving home
one
point at a time effectively
points,each
these
each
method
convincingly? Common
of the human
understanding
and
all
cover
magazine
reader
will take
After
grain.
mind
of
reader
time."
don't
But
The
a
aim
of beef.
all
should
be
mind
with
therefore
an
beef.
beef
extract
that
this
aim
produced.
to
it; but
great
smack
Armour's
The
his
in such
to the
Armour's
impress
public
advertising campaign
has
of beef
been, to exploit in
lips over
The
a
be
last line he
beef
can
is the
lest the
reader
not
advertising should
be
by
"taste"
the
time
beef
tea
can
"smack"
have
extract
fact
purest,
and
that
way
the
palatable that
taken
of
value
culinary
extract
most
must
care
in the
the reader
upon
and
tract
ex-
is known
house, which
advertising should
extract.
bird-
impression with
take
dietetic and
the
to
has
who
reader
an
of the
probably
nutritious
be
gets
of the
particular brand
richest, most
simply
The
and
few
a
bull's-eye with
example
name
way
in
toss
"the
nuity
inge-
that
ways
the
center-shot.
will be, and
educational
wheat
indelibly into
make
to
the
wheat
any
whole
globe, is inseparably associated
the
over
vertiser
ad-
that
eat
the
various
for
concrete
The
to
of
try to hit the
another
the
way
a
advertiser
bottom
clean, well-directed
For
the
mer
will ham-
that
never
idea
the
let the
the
at
can
such
out
this
in
devise
"bird-shot"
shot.
made
not
in
oath
rubbing
the
may
intellect
solemn
a
is
that
product
How
advertisement
an
the
to
commend
propositions effectivelyin a
him
stance,
take proposition 6, for in-
construct
it home
to
unite
product.
knowledge
a
these
Let
page?
and
this
for
bull's-eye method
and
sense
the
or
over
structed
con-
reader
at
least
TRUMAN
drink
in
done
its delicious
its work
idea
that
would
he
the
will
1.
brain
the
"
stalwart
Men
clumsy
and
3.
who
the
that
he
of
sturdy
who
eat
fails to
5.
much
of
and
"
and
with
beef
no
no
"
are
of
powers
and
grouty
grow
grumpy,
beef"
beef
made
from
America
fattened, graded
beeves.
Chicago
be
made
flavor
that
place offers such
who
boiled
shoes.
coarse
meat
of the
produced
market
it.
made
from
equal
cannot
from
of the
our
world.
plentiful supply
a
stomach
a
its manufacture
Australia
or
cattle
is the
by
know
consumer
might
of
concentrated
fiber.
is required in
the
that
the
have
you
beef
and
other
the
things
make
easily assimilated
"
the
of South
substance
6.
flaccid
they
care
Extract
cattle
and
and
of
conquerors
foods
starchy
's extract
digest
important
"Extract
blood
of
sires.
"
strength of prime beef
So
upon:
cumbersome.
In Armour
4.
work
to
and
following
the
men
things
do
endurance
or
the
builders
fat, flabby
be
to
initiative
in
and
extract
material
are
the
"
men
sons
2.
abundant
beef-eaters
and
world
wild
has
impressed with
-will be
beef
advertising
the
advertising campaign
an
afford
The
brawn
it is
If
Armour's
35
WEESE
aroma.
reader
needs
planning
claims
that
DE
like it in his soups.
In
apt
A.
of
fine
well
No
lected
se-
beeves.
Scrupulous
7.
put
"
8.
only is
up
a
mistake
notion
"
and
Its
energy.
that
beef
extract
its chief value
foods, soups,
9.
ture
manufac-
in
personal supervision.
under
Popular
cleanliness
and
care
culinary
sauces
economy
and
"
is for
is in its
use
invalids
in preparing
gravies.
big
saver
of
time, fuel
BOOK
36
10.
learn
simplicityof
The
Of
deal
good
the
undertakes
he
this beef
plan
to
"
nammermg
Home
One
paign.
Proposition
about
as
the
10
proposition
knows
In
the
take
the
chemical
the
brown
or
a
used
life,strength
nothing
wealth
of
added
A
is
fat eliminated,
either
is
It
of
fiber
only the useless
of
roast
rich
the
placed
in
a
fluid
concentrated
beef
the
should
heavy
a
the
simply
some
portion of
no
food, while
beefy flavor
and
with
ing
point, show-
until
to
beef.
from
this
on
animal
hundred
advertiser
"basted"
an
Under
a
is taken
The
concentrated
and
in
person
extract
interesting
simplicity itself.
and
consistency.
paste
market.
is associated
extract
all the
and
pan
the
cam-
much
as
the
matter
is
as
know
making
one
before
extract
to
into his confidence
liquor,with
vacuum
Not
a
process.
method
and
find
will
man
advertising
an
it for
the
prime beef is cooked
pressed
of
extractive
reader
that
process
should
popular mind
mysterious
want
material.
the
how
will
prepares
he
attractive
and
He
the
who
man
advertising
about
more
of manufacture.
process
resourceful
the
course
a
ADVERTISING
ON
with
body
and
fat taken
away.
Take
and
Heart-to-Heart
talks
the
proposition at
one
Convince
Header
give
the
style, without
any
illustrations
but
of
frank,
insult
attracted
be
are
let the
used,
"talk"
breezy
and
by
let
them
be
conversational
to
the
bass
be
This
idea
that
his attention
devices.
drum
artistic
is
and
intelligence of
sincere,simple
bright.
or
Scare-heads
feels like resenting the
He
heart-to-heart
flaring headlines
buncombe.
an
stance,
8, for in-
number
"
line
a
*ne
impossible pictures are
must
reader
*a^" adopting
bombastic
the reader.
time
a
a
If
and
ing,
pleas-
and
mentative,
argu-
busy
world.
TRUMAN
The
Hit
human
the
mind
to
consider
Don't
take
up
various
to
the
advertising.
DE
but
place
one
37
WEESE
impression
at
a
time.
scatter.
dismissing
to
principles
takes
bull's-eye.
Before
"copy"
A.
the
practical
the
salable
of
application
products,
"reason-why
of
consideration
general
it
is
copy"
of
these
interesting
in
ern
mod-
VII
CHAPTER
"REASON-
is
There
as
tendency
a
succession
a
style, constituting
parlance
this
subject
striking
'
'
' '
agate
is worth
printing
copy."
No
a
Merely
in
advertising.
name
of
product
This
to
appeal
above
to
to
"
to
price
the
another
we
5
some
particular
must
is
five-cent
add
of
38
that
does
give
not
on
value.
add
merely
which
it
Isn't
addition
minds
for
for
sells
"
son-why
"rea-
price
purchasing
this
only
Now,
who
reason.
the
the
appeal
fellows.
to
that
of
board
bill-
a
"reason-
is not
will
serious
of
publicity
the
another
long-drawn-
a
commodity
smokers
the
"reason-why
no
at
a
tising.
adver-
that
worthy
cents."
reason
class
is
we
price
Doesn't
reason
persons
the
notion
newspaper
suppose
presents
advertisement
has
a
upon
display
that
it
a
Cigars,
copy?"
cigar?
in
of
contains
copy
of
But
instance, "Capital
a
of
name
type
why"
furnish
for
newspaper
that
which
advertisement
the
big
the
paying
in
writers
the
the
Every
advertising;
flashing
or
is that
type.
kind
An
is not
reason
and
other
consideration.
with
copy
in
set
by
lines
strong
deceived
be
reason-why
story
out
the
to
in
something
as
in
other
redundant
called
led
are
it
regard
not
us
We
copy"
each
somewhat
is usually
what
contrast
Let
only
to
following
sequence,
"story."
a
of "reason-why
think
to
statements
logical
less
or
more
of
COPY"
WHY
if
place
to
tain
cer-
want
we
quality
Suppose
we
it is needless
But
had
all the
crowd
that
home
or
advertising that.it is foolish to
into
for a particularcommodity
two
each
three
or
month
than
to
It is better
copy."
day
reasons
each
bunch
all the
or
that
Just
the
average
how
the kind
Take
be
can
is
usually referred
why copy" carried
tedious
read
not
of the
woman
social
with
1900
washer
sold
to
of this
clubs
is not
its
think
If this
of
mediums
One
Style Will
Do
sample of
sold
to
reason-
like
long,
a
business
average
society
average
incidental
to
endeavor.
business
this is very
for All
to
it will
nection
con-
But
the
is it
washings
homes,
jem
in
that
its enslavement.
read
an(j
with
offers
The
a
in the
done
whom
wash
bUgbear an(j
a
why
by thousands
are
release
from
story is told
in
in
day
who
must
by this
Judging
reach.
value
people which
of
class
good "reason-
be
in
her
neither
men,
advertisement is inserted
Pnrposes
anything
the
to
;
' '
deeply engrossed
charitable
or
is intended
w^ose
not
instance
will the
work
adaptability
advertising
test,I
in the
or
of people
washer, for
a
is
one
adduced.
The
time
so
used,
is
In judging of the
societyor club women.
kind of "reason-why copy," therefore, we
consider
the
it,neither
in
class
It looks
story.
day whose
activities
as
type
arguments
extreme.
wearisome
and
will
man
to the
to
one
it.
that
the
and
the 1900
of
use
space
the
by
advertising for
the
this copy
reached
week
each
be embodied
the
upon
advertised
commodity
of
which
depends
mer
ham-
into
read
not
should
reasons
many
advertisement
will
person
one
to
reasons
advertisement, thereby necessitating the
small
is the
bull's-eye method
The
"reason-why
tells in
has
who
man
average
in
reasons
advertisement.
one
tell the
to
experience
much
ADVERTISING
ON
BOOK
40
are
copy."
right kind
of
women
their
is
a
own
prob-
interested
its thraldom
just the kind
or
of
TRUMAN
A.
41
WEESE
DE
This"1900"Gravity
Washer
Must Pay for Itself
MAN
A
tried to sell
and
said it was
me
He
a horse, once.
a fine horse
with it. I wanted
nothing the matter
But,
a fine horse.
know
And, I didn't know
anything about horses much.
had
I didnt
the
man
either.
I wanted
first,and
well
very
80
I told him
to
try the
horse
for
a
Eesaid"aU
month.
if the horse
Til give you back
right, but pay me
your
money
tent all right."
afraid
the horse wasn't
"all right"
Well,I didn't like that. I was
if I once
and that I might have to whistle for my money
parted -with it.
it badly.
this set me
Now
So I didnt buy the horse although I wanted
thinking.
I make
the " 1000"
You
Gravity Washer.
washing machines
see
Washing
And, I said to myself, lota of people may think about
my
the horse, and about
the man
who
owned
I thought about
Machines
It.
as
write and
tell me.
You
But rd never
know, because they wouldn't
Machines
of "00,000
(1 sold upwards
by mail.
I sell all my
Washing
see
already
nearly five million dollars' worth.)
that way
to let people try my
Washing
So, thought I, it's only fair enough
to try
Machines
for a month, before they pay for them, just as I wanted
.
"
"
horse.
the
Now,
what
our
"1900"
less than
half
Gravity Washer
I know
it will do.
the
time
it will
they
can
wash
is a
invention, and I know
wearing them, in
by hand, or by any ordinary
new
clothes
be washed
without
machine.
When
as
I say
half the time
I
mean
half
not
"
a
little quicker, but
twice
quick.
I know
it will wash
a
tub' full of very
dirty clothes in Six minutes.
other
do that, in
less than
I
IS
concern
can
by any
wearing out the clothes.
business
That's why I know
for Keeps.
Machine
I'm In the Washing
know
to
I
have
and
isn't a
Because
there
them,
surely.
these things so
and
t
studied.
I
that
haven
seen
made
Machine
Washing
"
does the work
that a child can
so easy
1900" Gravity Washer
Our
And
it
don't
the clothes,
wear
woman.
a
well
strong
as
italmost
as
run
all other, washing
the
machines
break
buttons,
way
nor
edges,
nor
fray
know
no
minutes,
Washer
made
without
do.
clear through
water
It just drives soapy
might.
Pump
like a Force
much
hard
how
If people only knew
the
threads
work
and
the
how
of the
"1900"
clothes
Gravity
much
longer their
week,
each
other
to
fall
trying
would
over
buy it.
they
wear,
clothes would
"
with
1800"
do
Washer
I'll
Gravity
just
my
I
to
myself,'
So, said
the
horse.
I
wont
wait
with
Only,
do
(or
to
the
man
wanted
what
I
"
do it first,and I'll ' ' make
the ofTer
to
good
I'll
offer
ask
me.
to
people
I sold nearly half a million Washers,
That's how
time.
every
Washer
An
saves
every
for
10 'years,
"
consisting
carried to the extreme,
copy
oi "reason-why"
example
especially of
appeal to the minds
designed to
t"
ayyisoi
arguments
uesiKueu
work
who
rfn their
their own
own
BnmM
who do
women
.v.
.....
........
w
of
space
and
money
with
copy
full
terms
and
the
heart
the
work
to
of the
of
It must
words.
and
housekeeping
to
simplify
to
unload
to
people
right
go
desires
who
woman
average
of
waste
technical
embellishment,
of rhetorical
high-sounding
a
this class of
reach
to
try
be
It would
this
interest
will
that
way
possible purchasers.
of
class
the
just
in
and
language
ADVERTISING
ON
BOOK
42
of its
some
burdens.
But
suppose
of copy
is for
have
experience
one
enough mechanical
of the fine
any
of
absurd, therefore, to
get
space
former
class.
money
to
an
story in the
covering
the
fifty or
It is
advertising
up
magazines
It is also
is
to
obvious
of
by
stand
underentiate
differfar
the
manifestly
to
occupy
of space
magazine
the
and
readers
shape of "reason-why
the
not
merely
reach
waste
sixty points in
those
have
which
This
magazines.
give this larger class
exhaustive
a
in the
who
appreciate or
to
another.
larger class of readers
expensive
and
of mechanism
points
from
machine
one
by extended
or
automobiles
knowledge
who
those
catalogs; (2)
and
booklets
nothing about
know
tising
adver-
gained either by
machines
two
or
of automobile
reading
who
with
(1)
people:
of automobiles
knowledge
some
of
classes
two
kind
same
advertising. Automobile
automobile
to
apply this
to
attempt
we
an
copy"
mechanism
of
machine.
When
written
with
you
on
the
reflect that
lubrication
to all classes
detail
and
a
a
to
cover
chapter might be
will be impressed
the
entire
advertisement
This
elaboration
be left to the illustrated
catalog, the only place
told in
you
magazine
of readers.
should
whole
alone
absurdity of trying
propositionin
goes
a
convincing and
in which
effective
the
style,and
story
these
mobile
auto-
which
of
chanical
me-
booklet
can
be
book-
TRUMAN
lets
should
catalogs
or
which
a
be
getting
few
the
the
such
the
to
and
particular
automobile
satisfactory
handsome
of
its
to
with
machine.
results
copy"
for
the
"1900
it
without
garding
re-
fore,
there-
Manifestly,
is
the
that
information
complete
chine
ma-
impress
automobile
an
why
the
idea
the
advertisement
"reason-
tising
adver-
of
picture
calculated
in
invest
magazine
by
out
lines
strong
catalog
kind
called
a
43
WEESE
DE
purchaser
unwise
this
for
of
automobile
would
be
consists
with
possible
A.
not
the
which
washer."
may
place
get
VIII
CHAPTER
brings
This
needed
modern
the
it be
it illustrate
merely
relation
the
to
is true
experience
the
it
serve
having
no
conveying
no
sires
de-
advertiser
the
the
offer
to
or
who
man
of
is apt
this
the
picture
with
man
put
advertising
an
entertain
to
his
on
for
be
must
desire
to
tend
only
"fighting
clothes"
44
to
has
has
knows
whether
or
tions
convic-
his
for
and
of
make
almost
the
modity
com-
opinions
artist
the
of
in
any
positive
more
space
who
artists
with
thing"
entire
pared
pre-
circumstances.
all
insistence
"whole
fill the
in
campaign
still
the
the
creations
his
under
has
He
point.
maintain
always
struggle
to
or
any
advertising,
believes
he
opinions
had
question,
upon
page
his
has
preparation
to
courage
for
this
upon
advertising
of
who
product,
any
had
has
business,
sums
conviction
form
has
for
who
man
every
considerable
any
deep-seated
A
should
and
which
advertising
designs
or
expended
he
Should
copy,
advertised
nearly
that
in
copy
not
should
so,
sell?
to
which
the
to
article
the
if
and
or
of
reader
average
advertised,
attention
to
picture
the
advertisement?
the
in
product
as
the
of
newspaper,
or
product
attract
suggestion
a
attention
thing"
the
to
It
the
"whole
Is
of
"Place
the
Advertising."
magazine
the
of
discussion
the
to
Modern
draw
to
ADVERTISING
PICTORIAL
us
in
Picture
the
OP
VALUE
THE
his
that
querable
uncon-
magazine
the
the
to
"copy"
the
ex-
TRUMAN
of
tent
A.
abandoning
advertisements
the
if this has
advertisements
been
of
of these
if these
what
illustrated
of its
The
you
and
is
is the
that
to
this
but
acter
chartion
atten-
your
face?"
In
other
devices
more
attract
less
or
food?"
intended
to
my
this advertisement.
Of
to
mind
"
"Does
of
course,
ask,
on
has
"
but
it
to
argument
"Are
was
you
having
require
into
ive
attract-
startling or
a
in
the
usual,
un-
sense,
common
this is not
it
spent
artist tossed
extraneous,
the
You
face, and
the
you
of the
attention
your
logical presentation
"Are
English without
understand
unique creation
came
and
who
man
ask
to
means
words
in
reader
the
stares
"
or
that
is
which
convincing
interest
in
to
kind,
"
curious
Post
of any
startlingquestion
some
Mr.
advertising
advertising
the
sumption
as-
by Mr. Post, for instance.
rather
and
brainy enough
breakfast
fair
a
is calculated
designs
or
announcement
an
advertising
in
to
which
that
that
of practicing
only
strongest
attract
to
easily imagine
millions
be
sums
note
custom
the strength and
upon
Enough?"
can
the
the
advertising
in the
are
might
the
attention
"copy"
striking
Brainy
it
large
interesting to
are
in advertisin
experience
expended
of
reader.
of the
Here
wide
vertiser
ad-
of
biggest firms
that
by pictures
depends
Here
have
that
magazine
most
magazines?
had
is
of the
group
firms follow
conclude
modern
the
preparing
experience
the
It
they preach,
to
which
have
by firms
are
business, and
not
of
publicity.
in
attract
in
accompanying
the
all of which
and
the
the
some
country, all of which
the
from
clipped
advertisements
some
idea
picture
represented by
money
45
WEESE
altogether.
I wonder
of
DE
favor
the
first
of
a
question
thought
reading the catch-line
over
46
BOOK
ON
ADVERTISING
48
BOOK
if it
reader.
ADVERTISING
attention
the
attract
to
means
ON
editorial style must
The
and
of the
interest
for the
abandoned
be
sharp, terse, concise,trip-hammer style of writing. The
sentences
be
must
point.
There
short
be
must
redundancies.
is intended
and
words
caption
The
the
lucid
long
no
rivet the
to
and
some
weari-
no
attention
he
as
of the
of the
pages
the
to
catch-line,which
or
reader's
right
lessly
care-
be
magazine, must
strikinglyoriginal,
appealing to the human
turns
and
and
new
interest
hour.
The
who
man
and
is
attractive
with
writing "copy"
illustrations has
writer
the
to
who
must
with
go
ful
beauti-
easy
job
fillthe
page
with
nature
of which
an
pared
comvincing
con-
English.
There
to
some
are
products the
call for illustration
in
reader
That
Demand
think
What
of
without
alike to
the
me," but it
manufacturer
that
or
demand
machines.
by
become
is not
an
of
the
the
his machine
with
This
its
is
the
of
How
to
the
look
persuade
to
necessary
superiorityover
can
that
seems
get
you
pastime of automobiling, and
impressed with
It
vehicle ?
mobile
particular auto-
product
one
would
automobiles
is not
points
instance.
of automobile
matter
easy
inventor
particularmachine
a
"all
say,
pictorial illustration.
over
you
may
picture of
a
impress the reader
all other
for
advertiser
or
the
to
convincing
and
automobiles
manufacturer
reader
the
them
present
advertising a particular make
giving the reader a picture of
that
is true
to
attractive
an
Take
manner.
Illustration
in order
seems
how
to
thused
encan
strong points possessed
unless
you
can
see
a
picture
of it?
Yet
among
occasionallyone
all the
automobile
finds
a
strong advertisement,
advertisements,which
is not
TRUMAN
A.
49
WEESE
lamp-chimney is
A
small
matter
a
make
to
fuss about.
much
so
DE
There
would
be
no
of fuss if I could
need
only impress
housewife's
American
mind
the
on
that
Macbeth's
lamp-chimneys
almost
more
light,
from
break
give
never
heat, fit
the
avoid
that
lamp, and
sickeninglamp odor.
be
Don't
is
name
fooled,my
it if it's
on
a
Macbeth.
My
these
Index
explains all
estingly;
things fullyand intertells how
for
send
lamps.
it
to
It's free
plain talk to housewives
care
let
"
me
Address
you.
Macbeth,
A
to
pictures
attention
without
to attract
Pittsburgh.
or
catch-lines
50
BOOK
embellished
by
picture of
the
So
for
much
Now
reader.
of illustration
kind
most
or
I
soon
as
egregious
magazines
in which
instance,note
s
oo
who
with
shoes.
on
of the
on
little if any
tion
rela-
comely
a
tree
what
for
jn or(jer
carving
the
the
mind
which
particular brand
of
the
t0
on
not
in
woods
he
of
show
has
shoe
been
for
when
the
he
tree
whether
not.
Of
Any
carving
a
attention
impression
does
lays down
Is it that
reading?
women,
young
attention.
will attract
reader
or
attire
summer
One
of the
shoes
question is,what
of the
the
bark
will attract
a
"Sorosis"
connect
even
this
of
shoes.
word
the
is wearing
maiden
in the
In
advertisement.
know
advertisement
magazine
a
ments
advertise-
few
a
pages
suggestion whatever
picture does
reader, but
it leave
of
a
only
sPetJialbrand
lady herself
picture of
name
g^an(js
The
this
course,
of
victim
the
advertising
have
shoe
no
a
is doing the
young
the
or
must
to Ad-
lady
the
is
there
s^oe
vertised
I find
the
Not
Belated
again
artist
an
am
the
illustrations
the
advertisement
Pictures
tion,
satisfac-
own
my
this
solved
product advertised.
the
For
to
I
casually through
current
to
ing
show-
error.
Running
the
it
to
picture
had
I
with
that
the
product advertised.
I get in touch
as
relate
not
the
that
conclusively
generally persuaded
am
of
times
several
does
of the
uses
what
to
as
suggestion of
no
contains
that
of. the
vertising
pictorialad-
effective in
which
and
.question finally and
but
question
contains
kind
form
the
thought
have
is the
that
the
or
way,
either
I
to
ture
pic-
no
attention
the
the
come
advertised
commodity
in any
any
or
needs
which
attract
to
we
the
"copy"
the
embellishment
kind
machine
the
it.
of
part
ADVERTISING
ON
or
is it that
TRUMAN
of
the
and
bark
of
All
these
advertisements
Each
will
reader.
th
Beader
Wholly
into
afraid
the
bring
the
about
"around
go
Doesn't
and
then
fetches'
with
Pink
and
take
though
as
and
not
afraid
the
you
in
which
the
end
abilityto
kind
plainly
of the
of
I have
pectedly
unex-
Pills
Pale
boldly and
confidence
your
of the
the
at
product
attention
of
believer
in
artisticallythe
and
product
advertised.
form,
It
themselves
yet I cannot
picture
with
If
illustrates
which
character
depends, of
readers
of
and
course,
upon
trying
are
you
uses
products which
do
to
not
and
easily or effectivelyto illustration,
conceive
that
firm
a
pictorial advertising
product and the kind of
I can
reach.
easily conceive
goes
and
out
been
always
the
a
interested
"Perkin's
hold
days
interesting
are
you
tention
at-
patent
other
and
come
the
reader?
Personally,
lend
in
ashamed
not
barn"
of the
savor
into
Why
selling to
read
to
reader
of your
is
suddenly
not
were
Hood's
beautiful
Why
it-
advertiser
Robin
it
reference
some
People?"
candidly
once
at
up
jg the
reader?
have
some
subject
that.
suggests
the
he
you
Avith
some
always
of
attention
reader?
you
that
about
immediately, graphically
product
the
doubt
no
ig this.
which
regale
talk
the
mind
advertisements
which
the
his
to
is
commodity
the
medicine
on
of the
attention
the
attract
question
advertiser
of
for
the
to
should
name
a
artisticallybeautiful
are
There
gelf to my
push
forcefully
and
to
But
Confidence
carving
woods
tree?
a
attractive.
Taki
51
WEESE
DE
in the
lady alone
young
a
A.
is very
of any
commodity
remote
from
the
which
copy
or
calls for
that
text
it.
the
picture
it should
does
at
not
least
illustrate
serve
to
the
connect
article
the
vertised
ad-
copy
BOOK
52
article in the most
the
and
that
Advertising for
occasionallyshow
it is sold,to the end
should
which
that
and
consumers
possible
in the
easily recognize these products
may
consumers
way
products,for instance,should
of the product but
and
uses
a
picture of the package in
food
only the form
not
striking
and
effective
devised.
be
can
show
ADVERTISING
ON
markets.
advertising,however,
In
endeavor,
of human
of
the
of
Both
ogist. For
Methods
who
at
that
of
the
In
reader
other
design
artist
the
of these
between
I
"talk"
or
copy
picture will
be
not
away
by the reader
these
two
the
which
to
use
the
ideas
in
the
the
only
of the
one
product, but
advertisement
these
other
to
article.
the
hit
to
the
Jn
the
to
attention
made
received
as
uct
prodto
the
by
the
carried
or
Illustrations
of
pictorialadvertising are
to this
that
escape
products.
immediately
package
and
I do
the
the
not
reader
simplest
these
think
who
three
only
not
particular process
processes.
claim
cannot
the
presented
of
herewith, one
shown
and
me
every
purpose
magazine.
product itself
for
my
impression
directly and
from
practice
magazines
draw
to
that
the
relation
no
calls attention
of the
the
beautifully artistic
as
advertisements
two
those
to
remind
not
the
with
eyes
serving
so
.
this
on
wrong
I follow
always
it,having
advertised, but
be
should
for
picture
a
make
can
psychol-
,
concession
a
wheat
it is
the
use
the
.
,
might
as
designs
two
one
of
death"
to
product advertised, in directing
of the
once
preparing
month.
I
picture
the
publicity for shredded
the
by
fear
proposition and
believe
reader
.
.
Besuits
"kick
fine-spun theories
all the
,
Companson
departments
other
will
facts
few
a
in
as
as
tinguish
dis-
modest
it im-
sees
points
this
garding
re-
TRUMAN
The
other
One
the
ti
school
impression
eceived
who
unpacking
^Q
is
with
neatly gowned
carry
the
school
young
part of the
be
there
the
and
and
of
books
her
school
wise
and
if he
"
that
does
her
helping
Who
to
decide
the
way
to
a
small
morning
and
children
on
their
way
there
is
is
window
lying
on
the
of
contents
big show
window.
given
them
and
than
books.
with
such
a
school
boy
the
which
to
study
to
pennies jingling
a temptation as
every
hundreds
dows
win-
show
glad.
"center
maple
sweets
the
over
In
the
of
the
in
the
caramels
pouring
out
floor of the
girls have
and
pennies
purchase pencils, slates
appetite for
or
I pass
thing"
and
chocolate
boys
one
any
advertising ?
the
"whole
cornucopia
child's
The
his desire
erasers
Little
with
In
its toothsome
with
its side
to
of
there
upon
pencils,pens, slates,
and
other
jim-cracks
itself the
tub
big
a
to
"
of
array
the
sex
unpacking
passed by
display, occupying
making
and
stage"
like
this
of
midst
in
the
on
books, stationery
school.
to
of
heart
the
is
Is
beautiful
a
desire
station
which
tempting
tablets, rulers,
make
that
of
better
school
where
shop
sold
scratch
is the
railroad
the
strong
sterner
Is
a
product?
a
the
to
tell?
which
are
a
real
get nicely started
to
can
candy
and
merely
belong
of
reader
the
any
spot assisting her
very
work?
enough
On
is there
girl and
fail
person
freshness
But
advertisement
her
upon
every
and
girl.
college
hardly
can
attention
comeliness
other
again
enter
to
timely
school
this
reader
on
her
boy
books
pretty and
the
convincing impression regarding the
that
the mind
impression made
upon
or
of
the
young
from
away
is
attraet
pleased
showing
her
work
53
WEESE
ready
*raPPmSs
f
DE
advertisement
comely maiden
A
A.
his
sense
in
his
this?
sweets
of
is stronger
probity. What
pocket
could
stand
with-
BOOK
04
The
of
tub
window.
caramels
is
It
his
is
job
small
_.
ADVERTISING
ON
divert
to
boy
from
away
and
its
from
other
of
implements
End
Original
round
window
of
the
it
The
of
sell
supplies
school
in
the
attention
main
of
body
undoubtedly
'
the
advertiser
every
year
sense
nature
f
or
the
claim
done
was
who
afford
a
which
less
most
is
to
show
perfect
less
business
the
and
from
to
stitute
con-
who
grocer,
effectively.
thousands
of
cleverness,
knowledge
to
"advertising
an
cleverly
is
tiser
adver-
supposed
being
spending
which
moment
a
of
case
to
his
is
is
show
modern
for
reader
In
no
job
the
It
literature
makes
'
the
magazine.
the
expert,
of
of
the
magazine.
sur-
the
m
purpose
represents
"
modern
the
divert
Can
pencils
that
study
eal.ameis
ostensible
-the
store
tub
"
the
books,
the
the
.
^^
Kind
to
of
attention
the
this
in
Buttinsky"
"Mr.
less
of
lars
dol-
ness
busi-
humas
56
for
BOOK
effective
an
that
the
Each
and
in
in the
of them
his
line
own
of
advocacy
had
his
expended
trying
increase
to
plans
in
the
frenzy
and
newspaper
and
would
be the
artilleryto
The
the
^e
^"
and
ferent
Methods
ferent
Dif-
ation
newspaper
food"
electric
fans
Fifth
would
If
toggery
in
in
he
for
the
be
for
were
bull
^
is
each
copy
in
York,
as
a
new
however,
"
of
went
lunatic
line
he
paign.
cam-
advertising
up
peddling baby
a
dif.
advertising
or
who
are
or
newspaper
general safety
offering
pups,
Bugle
arrested
the
a
tinct
dis-
exploit-
for
plan
is like
man
his
essen-
that
calls
different
A
New
Avenue,
soon
their
effective
a
Bachelors'
than
ordered
have
and
magazine
a
each
infantry.
newspaper
for
in Labrador.
restraint
under
and
the
array
less absurd
no
the
sale"fop
magazine
run
to
nearly all commodities
for
copy
copy
"baby
of
of"ered
line of
To
is
of
against
interests
profitableand
Cam-
paigns
attempt
to
advertising mediums
as
^a^
down
and
ous
vari-
mediums.
advertising
as
upon
in
sute
his hir-
value
great general who
a
had
money
torn
relative
managers
its guns
turn
magazine
values
D'ff rent
of
of them
have
not
antagonism
action
ket
mar-
product through
the
over
enlarging the
else's
for
had
of them
If either
a
newspaper
in destructive
of
would
advertising
two
of
magazine
the
magazine
other
sales
the
appropriation
someone
or
tublicitybe
of
hectic
For
money
own
but
medium,
Neither
grappled with the problem
for a particular commodity.
sincere
each
own
an
particular product.
a
and
his
handled
ever
his goods.
market
to
for
only place
the
was
realty wanted
good
was
advertising
ever
who
earnest
neither
newspaper
tained
main-
other
the
publicity campaign;
the
advertiser
ADVERTISING
ON
of
of
would
and
the
and
riages
car-
put
lic.
pub-
expensive
be
re-
l_
A.
of
combination
striking
associated
an
telling
several
which
phrase
with
attractive
with
the
in
after
product
and
picture;
the
package
the
in
the
which
advertising:
magazine
in
points
sticks
and
mind
it
is
is
itself
sold
always
seen;
once
article
it
Is
a
A.
TRUMAN
garded
as
57
business
enterprising
and
sagacious
a
WEESE
DE
man.
There
in
mind, however, before
in the
campaign
Newspapers
2.
The
life
If you
at
most.
hours
attitude
the
catch
reader
of
a
the
magazine.
a
in the
affairs
him
thought
in
the
in
he
one
dealer's
the
No
in
reader
matter
newspaper
it is
over
the
may
tell you,
whieh
of
than
it
contiguous
any
and
magazine
easily.
ing
extendand
Newspaper
tising,
adver-
manufacturer's
should
extend
of
the
or
cational
edu-
adding
papers,
it is
It
of
manager
well
a
to
the
in
keep
circulation,after
its
that
local.
ig
the
tion
proposi-
advertising
^ae*
serious
much
convinced.
what
the
terest
in-
to
multiplying impressions
become
all, is only
Circulation
hope
of your
phase
series
and
day
business
in
of money
waste
a
all of the
a
is reading
life,seldom
newspaper.
issue
is different
impression from
an
short
a
mental
who
eannot
of
Newspaper
better
man
require
every
one
has
m^n"^
Extent
amount
gets
carrying
each
argument
a
You
that
cover
issue of the
"story"
newspaper
engrossed
is
has
to
of
of
paper
news-
The
a
get it quickly and
must
campaign
The
reading
day.
If he
newspaper
instead
big
quickly.
arguments
attempt
to
until
it
twenty-four hours,
over
new
catch
the
study.
or
advertising
As
of
of the
thought
mind
His
only
is
national.
the
attitude
mental
people.
and
is
these:
are
newspaper
local,not
eye
who
man
them
by busy
daily
is
must
you
from
space
the
Its circulation
3.
or
of
bear
to
advertising
an
upon
Among
read
are
advertiser
the
entering
newspapers.
1.
twenty-four
for
things
several
are
covers
published
and
the
a
city
in
certain
surrounding territory much
can
cover
it,but it does
not
BOOK
58
ADVERTISING
ON
Any
can
of
copy
are
adapted
Home
a
in just
and find out
inquiries
what
can
contents
fully
care-
ican
certain class of the Amermake
He
can
woman.
a
few
how
note
a
Home
Ladies'
and
its
with
sit down
The
Journal
to
agination
with im-
manufacturer
estimation This Ladies*
Journal is held. He
tisement
then realize that his adverof the
in the columns
follow
he can
copy which
is carefully
into the home
sidered
con-
one
by the purchasing
agent
then
in that home, and he can
multiply that result by the
millions, of homes
Ladies'
reaches
which
Home
every
The
Journal
month.
If that
sells a food, he
manufacturer
realize that the,purchasing
can
agent buys
The
not
only*forher
introduction to an advertisement
using the "plain talk"
ctyle. to be run in newspapei
s
A.
TRUMAN
reach
out
magazine
of national
exceptions to
national
these
which
densest
clearly mark
very
logical deduction
advertiser
has
Style for iTewspaper Copy
call for
in
the
from
those
of
hours
event, those
distinct
class
a
distinct
way.
The
read
and
for
a
would
is
of
the
that
they
different
plan
successful
be
reading
You
or
Neither
can
require
very
it in
You
cannot
hope
much
in business
or
in
to interest
serious
in the
make
mind
His
reach
and
catch
and
more
that
arguments
affairs of the
to
eye
advertisement.
in
him
the
way
to
one
thought.
best, therefore,to try
of his daily interest
channels
sometimes
hope
a
of the
must
you
newspaper
a
in
reading
catch
reader
impressions
is
If you
catch
represent
attitude
mental
newspaper
must
two
you
the
any
reached
who
man
magazine.
style.
newspaper
one
the
be
or
In
habit"
must
the
moments
magazine.
and
from
a
leisure
the
of the
and
newspapers
magazine
readers
attitude
thought of
quickly.
for
"the
have
the
their
reserve
is different
who
both
reflection
mental
newspaper
the
use
does
understand
must
he
commodity
if he
that
which
those
who
who
a
than
he
invariably
magazines
a
sell,and
to
must
not
or
the
upon
whether
magazines.
Even
in
of its
circumference
newspaper
different line of copy
a
campaign
it
culation
great the cir-
all this is that
from
largely
newspapers
of
the
are
have
newspapers
how
the
daily
the
uses
depend
"
or
daily
matter
no
there
course,
circulation.
The
man
Of
popular
a
will
their
Some
the
does
as
metropolitan daily,it is easilypossible to
it is published
circle around
the city in which
a
the
Union
rules.
59
WEESE
circulation.
circulation; but
of
draw
entire
the
over
DE
is
day.
him
grossed
en-
It is
through
thought.
interest"
"human
The
advertising
which
copy
in
is
taking
home
the
place
of the
it
does, is
event
some
or
Chicago
in tone
and
copy
for
111.
of
"We
humanity.
is useless
in
the
has
newspaper
The
of
owner
the
To
those
to
a
journal
elevate
structure
in
the
aspects
general
the
age
aver-
with
ourselves
lachrymal
His
or
ager
man-
ancy
increasing ascendevolution
natural
engaged
from
modern
The
proposition.
commercial
is
jeremiads
man
industry.
a
Rockford,
in
buying
raw
of the
enhance
at
day and sellingthe same
his profitshe sells advertising
who
engaged
news
are
owner
or
in the business
editor of
a
paper
of
may
chandizing.
mer-
tain
main-
impressive bluff of running a
influence public opinion, to purify politics,
and to reorganize the social
public morals
beautiful
to
is
a
of advertising
that
advertising
office.
newspaper
The
the
in
the newspaper
to
successful
profit.
the
for
copy
of this scope.
book
along with
come
and
of
I
copy.
its broader
content
must
newspaper
"journalism"
space
of
is
ent
entirely differ-
printed
paper
indulge
to
importance
the
paper
from
matter
a
be
should
evening
general propositions in
over
in newspaper
advertising
the
necessarily speaking
am
oughly
thor-
carefully and
considering this question in
In
It
a
more
paper
style and
an
cities
and
towns
of
or
most
family journal, almagazine, and, going into
be
to
that
York
New
or
course
metropolitan daily. Here
contended
always
Ot
all newspapers
for differentiation
chance
interest.
smaller
much
the
than
of
the
apt
read
have
In
more
as
another
popular
true
readers.
newspaper
the
is not
this
all newspaper
the
of
occurrence
Advertising
to
around
center
newspaper.
^
est Idea
a
daily
a
Inter-
Human
I
in
the
pervade
should
idea
appears
should
It
,
"
ADVERTISING
ON
BOOK
60
in
and
general. If he is
in earnest
he
may
soon
BOOK
62
sink
as
not
to
to
think
bonds
how
to
will
he
vote
to
have
not
does
state
the
endow
not
Makes
of
and
advertising is
be
to
evolutions
of
the
placed the
modern
expected
originator
of
one
as
publishing
business
newspaper
upon
tising
adver-
of the
and
writer
the
news-
enterprise.
educational
an
foolish,
modern
importance
inereasmg
ijjjg
manager
purely
as
paper
Profitable
is
It
and
it
as
newspaper
public schools.
therefore, to regard the
Publishing
issue
to
his obligations.
meet
universities
What
page
a
and
The
does
editorial
using the
is
he
enterpriseand
legitimatecommercial
in office or to tell the people how
put politicians
for
cloak
a
If
million.
a
ADVERTISING
ON
of
natural
the
which
have
independent
an
profitablebasis.
and
editorial
The
day
write
to
which
of
is
who
erudite
most
its
of modern
have
can
is little time
investigation of
in
for
study
and
to
can
a
haustive
ex-
The
product is
one
publicity possibilities.He
progress
to
but
subject.
each
thought
specialize. This
and
writer
directing publicityfor
and
day
ing
subjects concern-
of
There
knowledge.
from
upon
range
give his entire
to
product
is called
wide
a
careful
or
man
upon
the
smattering
writer
mitted
perthat
tralize
cen-
note
specializationis the keyall departments of human
endeavor.
Specialization is
of
pages
all the
and
the
modern
other
literature
by
the
pages.
and
best
art.
what
magazines
The
lucid English. The
easily be
page
"boiled
of
down"
the
advertising
interestingthan
more
advertising calls for the best
They
artists and
editorial
makes
have
must
the
copy
modern
to
be
must
editorial
average
the
the
four
best
clean,terse,
on
newspaper
or
pictures
five
the
age
aver-
might
sentences.
TRUMAN
A.
DE
WEESE
63
The
Man
Desk
at the
leads
sedentarylife.
a
fat and
grows
takes
be clear and
isn't.
it
sluggish
that
gets
"clogged-
up" feeling."L
food
food
he
What
medicine, but
is not
wants
keen.
It
grows
does, his liver.
; so
He
Being
worker, his mind
should
But
fat.
more
on
brain
a
and
foods
starchy
eats
He
flabby.He
"
the
right kind
"
the
kind
of
that supplies
the greatest nourishment
with the least burden
the stomach
on
"
the
that stimulates "bowel
kind
exercise"
and
condition by making all the
keeps the intestinal tract in a healthy
functions do the work Nature intended
they should do.
digestive
Shredded
is
a
food
C
It
"L
of
fulfillsthe requirements
completely
the
indoor
Slightly
la
It
toasted
for
delicious
with
combination
about
"
be
al"o
may
Boo*."
better
than
Magazine
copy
C
bread
as
and
man
and1
or
warmed,
for
breakfast,
served
fruits,
Wheat
Shredded
Coo*.
Biscuit
Wheat
that
for
food
Whole
in
hundred!
and
oysters
Cookery
TR1SCU1T
for
every
toast,
Is
"
a
delicious
outdoor
the
for
every
dainty
and
meal
of
man.
day
our
Shredded
Whole
butter,
**
cheese
the
Vital
Wheat
or
year.
In
ways
learn
To
diBtinguished from newspaper
this proves
copy:
the magazine-reading: class by appealing to
their needs
cream.
or
In
tempting
C.
preserves.
for
send
with
milk
hot
with
served
perfect
a
more
Question
oracker,
preserves.
attractive to
BOOK
64
does
This
not
mean
ADVERTISING
that
they should
the
and
turned
when
rounded
smooth
within
particular product
boiling down
the
page
it must
asked
When
write
to
the
to
write
and
and
for
a
in half
of
reach
a
the
sentences
and
few
the
ninety days.
of
club
a
Magazine
is,the
the
all the
repeatedly
of the year,
laid away
arrives.
like
a
while
The
street
the
reflective
each
that
scanned
while
month
advertisement
car
sign,simply
magazine
mind.
a
to
way
time
soon
for
a
ninety
to
advertising
of
of the
not
are
as
they
a
the
club.
put away
fully
care-
are
number
new
newspaper
reminder
magazine
average
members
in others
advertisement
The
its
members
as
a
the
thirty
by
or
thirty
is from
or
from
way
homes, indeed, the magazines
until the end
great
magazine will lie
home
average
family, by visitors,neighbors
some
copy
a
say
it in
say
ful
care-
writes
must
average
days, and during
are
pages
of
two
or
magazine
average
That
around
Life
long
a
intelligence.
average
life of
The
must
time
no
dictate
who
advertising
Dana
A.
full of
editorial,
man
magazine
certain
a
"had
he
day
a
study.
Charles
short
a
and
upon
might
He
hour, but
an
late
point, might require
painstaking labor. The
page
in
deal
the
replied that
Sun
and
necessary
editorial
editorials."
short
editorial
pith
York
New
magazine
a
time
much
short
interest
subject of popular
of
a
a
cleverly done.
requires
Condensation
of
but
for
arguments
becomes
process
skillfullyand
be
the
limits
the
not
writing,
newspaper
presenting all
to
come
you
does
It
sentences.
in
brevity
demand
always
In
down.
boiled
be
public generally likes an editorial which spins out
of well
length, in a succession
subject to some
The
to
ON
may
of the
be
product,
must
appeal
page
is
the
to
the
place
65
WEESE
DB
A.
TRUMAN
Triscuit for the Japanese
Army
.SHREDDED
May
WHOLE
Change
th"
Mas
soldier's life calls
A
and
**-a
food
the
same
.brawn,
that
of
for
highly nourishing food"
bone
WHEAT
steady
food
a
made
that
repairs the
of
waste
have
the
long
mum
the maxi-
bulk..
food
is TRISCUIT,
the
of shredded
whole
wheat,
a
a
makes
and clear brain
a*d Power, and at
nerve
A soldier's food must
'march.
of nutrition in smallest
Such
strength-giving,
a
suppliesHeat
time
Europe
cracker
new
compressed
ements
palatableration, containingall the nutritive elof the whole
wheat
all
for
kernel, good
and
seasons
all climes
rich in
"
muscle-making,
tissue-buildingproperties easilydigested.
"
of the' largest
A representative
of one
ited
for the Japanese
forces visexhibition
plant in Tottenham
our
London,
and
witnessed
Court
Road.
wheat.
He
the process
of shredding
is
became
convinced
that TRISCUIT
in
ideal
food
for
the
soldier
the
an
London
field, and instructed
'our
to quote
Agents
a price.
contractors
it is Good
An
example
is Good
Wheat
If Shredded
for the Soldier
far,YOU.
of newspaper
advertising;
in the public eye
as
a
of
taking advantage
for exploiting
a
subject
medium
products
for
an
"educational
buffoonery
sane.
The
in
should
or
campaign,"
flippancy.
for
copy
January
require
no
should
It
be
it must
as
it
not
in
was
professor
as
of
place for
a
be
serious
strong
and
November.
psychology,
and
vincing
con-
It
there-
BOOK
66
fore,
tell
to
ADVERTISING
ON
that
us
between
there
and
advertising
newspaper
entiation
differ-
marked
be
must
zine
maga-
advertising.
Let
a
the
take
us
directly
appeals
of
percentage
The
b
PaPer-
I*
takes
Magazines
interest
in
the
snoui"j
not
he
is
Magazine
the
publicity,
of
the
ceasing
of
It
the
the
people.
profitable
the
news-
popular
of
is
Both
advertising
are
all
impression
through
or
there
that
victorious
Japanese
the
artillery
the
big
strongest
the
advertising
needed
campaign
go
of
daily
for
for
an
any
is
general
in
arguments
it
begins
that
guns
Behind
that
newspapers
Whether
products.
carries
the
tant
impor-
some
it
and
"War,
Mukden.
the
proposition.
"ping-ping"
by
of
the
get
advertising
presenting
general
to
wheat
engagement.
after
reads
between
shredded
and
army
fail
hardly
Battle
reader
connection
some
of
Japanese
directly
the
newspaper
can
Russian-
appear
like
engagement,
average
daily
advantage
a
occupy
t-
Papers
the
large
a
to
metropolitan
the
space
constitutes
advertisement
an
which
year,
readers.
in
quarter-page
and
is
the
as
tisement,
adver-
magazine
a
of
which
class
a
is
times
magazine
the
other
Dff
all
to
One
this.
for
good
ween
of
example
concrete
wheat
shredded
for
advertising
the
favor
never
infantry
sented
repre-
into
homes
the
effective
commodity.
and
This
which
picture,
of
the
used
is
ready-made
men's
usual
and
to
introduced
are
to
is
pleasant
a
advertisement
clothing
objects
attention
attract
clothing1,
the
well-dressed
in
to
that
attract
man
to
an
departure
other
attention
advertisement
from
figures
JOIN
THE
FOR?
PURE
MOVEMEN
The
for
Congress
them
from
clean
pure
food"
food
that
a
Such
best
white
The
Have
are
with
thing
building
Kvery
wheat
last
visitors
Tit*;
hot
With
the
BISCUIT
fruits,
creamed
wheat
wafer,
"
leave
In
cream
used
in
for
or
mem,
a
pure
used
was
to
the
under
run
reading
the
into
Stomach.
YOU
your
home.
own
"
chemicals
"
flavored
"
or
human
or
hygienic
trial
indus-
or
as
a
cleaning,
process
any
the
100.000
toast
with
TR1SCUIT
Our
new
butter,
of
booklets
take
black
matter
or
FOOD
in
as
of
COMPANY
Congress.
a
full
magazines
Products
NT. Y.
of
advantage
fresh
shredded
free.
Wheat
Kails,
the
preserves.
sent
are
breakfast
with
Is
cheese,
Shredded
for
combination
in
vegetables.
discussion
in
shredding
delicious
is
oveni
meal
NATURAL
to
and
""nearly
cooking
"secrel
Invited,
Makers
bill
drawn
Congress.
treated
by
of
no
ere
THK
flash"
food
of
Tin-Can
it to
Niagara
"psychological
cooked,
a
in
"
not
process
warmed
or
made
cleanest, linest, most
world"
YOU
year.
milk
the
in
to
open
Time.
this continent.
on
detail
Is
and
wheat,
for
calls
touched
the
by
and
pure
Tooth
of
House"
is
not
"
in
protect
NOW
KNOW.is
cleaned,
"
the
Wheat
-made
"
"
movement
whole
Don't
of
will
baked.
Age
"Speaker
am
hands
YOU
grows,
one?
Shredded
food
that
of
doors
Yoods.
jtheTest
and
Tin-Can
got
you
the
that
shreds
"
food
is shredded
wheat
light porous
a
pure
the
at
law
a
mishranded
stands
food
a
law
"
the
"
knocking
food
pure
join
can
a
"
a
been
adulterated,
You
eating
have
people
page
popular
This
next
Interest
vertisement
ad-
BOOK
68
fairly represents
adjusting a scale
is also
as
advertising
there
the
three
does
not
each
of the
of
reading
Vai
next
advertiser
Oh
ne
or Goods
s
which
you
advertised
to
be
umns
col-
three
to
of these
may
pages
product
the
kind
of copy
which
to
that
is
that
is
of
cover
fact
that
oftener
than
any
this fact
prove
of
the
that
or
articles.
kind
a
cover
products
of
cover
it
quented
fre-
greater
the
page
posed
ex-
page.
of such
page
the
In
back
any
than
kind
it may
cover
a
tation
exploi-
commodities
circulation
outside
other
places
the
effectivelyto
salable
any
front
a
shops,
advertisers, for
back
more
In
largely of
barber
other
the
back
the
itself
kinds
publication with
the
as
consists
question about
to
in
illustrate.
me
and
rooms
page
that
true
kinds
as
particular medium
lie with
to
people
lies around
no
cover
often
as
is
of
kind
the
of which
reading
is apt
of certain
does
and
there
publication lends
seen
that
advertising
value
the
\,y the
back
It is also
is
used
and
men,
the
quite
accepted
and
circulation
hotel
publication
other
pages
reason
one
all
advertising. Let
sales
by
for
the
from
relative
^e
are
rooms,
of
the
cached
news-stand
value
all other
on
depends entirely upon
publicationthe
club
lineator
De-
the
and
tions
preferred posi-
for
that
so
day
Satur-
the
a
for Various
in
of the
"pure reading matter."
to
opinion
my
the
to
matter
run"
"the
three
in value
carries
pages
regard
Journal
Space
pages.
materially
white
said to be
In
cover
differ
Home
obviously only
are
they
publications as
such
Ladies'
Post,
which
is called
what
In
pages.
Evening
"
positions"
than
valuable
more
be
prices for preferred positions. It
publishers of certain magazines have
of
"preferred
additional
for
generally accepted standard
the
that
true
ADVERTISING
ON
of
be
page
But
advertising page.
has
greatest advertising
TRUMAN
value
and
it will
that
for
The
the
in
of
page
Some
kinds
WEESE
returns
of
pictorial
Lack
Dignity
effect
kinds
of
there
is
advertisements
detracts
from
kinds
advertising.
of
the
exploitation
of
talcum
through
or
taken
in
at
But
the
serious,logical and
"
of
that
the
reader
the
strength of such
an
In
the
on
facing
and
which
back
the
I
twice
decked
as
in
Here
flash"
in
would
valuable
of
an
a
for
his
and
gence
intelli-
the
of
somewhat
that
is enhanced
in
page
three
cover
reading
by
four
or
in
such
the
or
page
matter
interest
either
the
sample of what
advertising and
to
will contend
one
back
flashy colors and radiant
is
argument
a
zine.
maga-
advertisement, appealing
consider
as
no
first inside
intelligent thought
reader,
a
choicest position for
the
last page
such
make
partakes
cover
is the
Indeed, for
the
be
may
to
advertisement
an
opinion,
my
announcement
page
the
mark
trade-
that
appeal
to
style. Certainly
editorial
colors.
known
wants
considered
is intended
one
it
the
with
reader
well
a
advertiser
well
the
printing
shaving
glance.
a
suppose
product
the
catch-lines
strong
the
to
articles where
other
many
few
a
certain
of
toilet soaps,
simply to familiarize
the commodity through
of
effect
admirably adapted
powder,
and
colors, and
seriousness
is
purpose
name
It is
"poster"
this poster
that
and
in
run
to
It is
colors.
certain
a
are
mind
dignity
automobiles
soaps,
that
in' my
doubt
no
in
escape
suited
not
are
embellishment
certain
for
copy
commodities
to
nQ^ p0ssjt"le
in
vertiser
ad-
the
to
publications is
most
Advertisements
in Colors
69
expended?
cover
colors.
DE
bring largest
money
back
printed
A.
the
of
these
one
cover
with
average
pages
page,
gaily
pictures.
"psychological
fairly illustrates the
I call the
which
of
to
point
I
ADVERTISING
ON
BOOK
70
out
of
pure
food
the
United
the
passed
to
for
fifteen years
had
bill
bill
the
and
country
while
the
of amendments
sorts
Instead
it would
Takintr
of
^
side
on
the
to
in
cover
page
a
had
these
brown,
one
the
by
all
logical
"psycho-
a
the
been
any
run
ought
by eating shredded
to
editorial appeal
which
it appeared
Suppose
back
"join
the
Of
idea
pure
green
pages
of
possible
to
cover
been
the
wheat?
in
heads
scare
in
reader
sands
thou-
many
procession of people in
capitol in yellow brick,
it have
Would
first in-
advertisement
The
movement."
the
on
where
publicationand on
last page
of reading
in
upon
the
on
publications
food
tion.
circula-
seriousness,I
and
indeed, that
typographical
he
the
over
pages
an
pure
publications.
patrioticcitizen
the
the
cover
it at first for
the
of
seriously interest
while
of national
white
in
way,
mistook
royal blue, moving
and
bombarded
an^
this advertisement, showing
with
being
publications.
"join the
embellished
the
all
I seized
food
"While
and
press
dignity
facing
such
part
tion
legisla-
pure
daily
the back
^^ao^
other
of readers
a
Congress.
house
"
^.jje page
prepared in
of
weeklies
lost much
in the
matter
food
was
flashingit on
ran
tage of Timely
Topics
was
illustrated
have
Advan-
pure
print this full-page advertisement
to
of the
bill
in the
moment"
in four
of
in the
being discussed
was
the
public mind
in the
uppermost
was
with
house
upper
fact that
familiar
advocates
the
surprise
the
to
trying unsuccessfullyto get
been
through
topic
were
just
bill had
food
pure
Senate, much
States
people who
of all the
A
question.
was
popular agitation
of the
advantage
take
gotten
advertisement
This
of ''preferred positions."
use
profitable
the
trying to emphasize regarding
am
that
food
course,
as
a
ment"
move-
if I had
TRUMAN
had
the
I
of
only
I
weeklies
have
the
a
had
daily
limited
to
of
DE
confine
national
made
this
"flash"
"flash"
circulation.
country,
for
to
fifty
in
the
appropriation
the
for
available
of
newspapers
71
WEESE
appropriation
necessary
should
A.
the
the
four
the
or
pose
pura
dred
Hun-
but
special
illustrated
ing
hav-
pose,
pur-
XI
CHAPTER
BY
ADVERTISING
publicity
most
possible
in
trade
the
idle
The
it is
factor
in
the
in
any
is
magazines
the
particular
this
local
would
the
sale
at
general
to
sale
a
certain
of
who
for
have
the
the
number
with
public
and
on
a
72
that
that
certain
a
chant.
mer-
is
man
give
not
The
of
facturer
manu-
dollars
demand
ment
supple-
may
such
he
street.
in
advertising
the
was
he
in
for
advertising
some
of
a
need
He
purpose
machines
he
create
handles.
publicity
general
first, if
in
tant
impor-
an
advertising.
to
he
now
thousands
newspapers
but
the
the
is national
local
instance,
for
spending
inform
of
the
exceptions
machine
papers,
be
for
and
of
problem
already
the
the
the
the
to
for
does
those
is
advertising
business
automobiles,
attention
do
banker
of
for
developed
to
advertising
most
that
Eliminating
dealing
dollars
that
fact
a
has
the
and
battling
is able
what
ness
busi-
a
wealth.
it is true
its scope,
world
the
has
artist
the
for
reach
that
it
made
writer,
that
merchant
surplus
While
of
unproductive
accumulated
has
save
to
lands
all
necessity
business
a
or
and
and
and
scope
It is effort
in
the
upon
its
limitations
no
race.
market
open
manufacturer
the
tribute
into
advertising
recognize
purchasers
finance.
of
in
advertising
levies
man
world-wide
human
or
modern
that
the
of the
consumers
developed
MERCHANTS
campaigns
boundaries
the
is
advertising
Most
GENERAL
had
agent
them
on
In
of
each
the
these
greatest
has
time
on
instances
to
his
r*"ari
mind
on
the
of
trade-mark
the
prominence
the
text
regarding:
theory
or
not.
the
that,
sr
the
imore^inn
product
is
advertiser
whether
advertised
the
is
made
reader
given
FREE
"-back
to
oulure"
hook
O-P-C
suspensory
Visible
PRS,
GOLD
A
well-balanced
OUST
of
combination
forcefully
are
pictures
to
enough
the
such
make
pictures
of
uses
as
to
a
clear
the
attract
and
and
product
the
definite
talk,
picture
each
advertised.
attention
impression
long
trating
illusThe
BOOK
74
ADVERTISING
ON
^
if
(HwlWMtllMltot
(nlawiuito
First Complete Showing
of
WAISTS
WASH
Monday morning
complete line of Wash
modes
and distinctive
place
we
sale
upon
our
first
embracing the new
lingeriewaists for
Waists"
in cotton
or
springof 1906.
This sale
at
comes
for those
particularlyopportune
a
is waists
interested
for
ment
mo-
in
wear
enjoys the advantage of being
warmer
unusual to present so extensive a stock so early.Our
front will be devoted to showing some
entire window
of the many
ideas" not only in the lingerie
new
and
climates"
waists but also in the simple tailored effects in linens
and madrases.
For this event
have
we
specially
pricedthree numbers.
At
*M
StoptoMMb
SI nn
*"1.VU.
At
CI
ni"pi"'*
tlfcm
HlaallAMateadeOar.
hta
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m
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At $3.00.
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mt
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atylaa bet
at
totlicMsHMfMiriamlat
at
awtom
at
t^ma-eUn"1rtrHBia""wt"tmiraJaMaft
MHUNERY
We
Palm
those snappy
styles designed for
of
assortment
a considerable
announce
Beach"
model
forming
hats
Southern
at any
Spring" adapted for wear
Also new
styles for evening wear.
for
resort.
MUSLIN
Owing
and
SALE
interestshown in thissale
unable to enjoy the advantage
were
to the unusual
the fact that many
very large displaylast
the sellingthis week
as
of inspecting such
week"
will
we
plain
talk
a
continue
long as the varied
A
UNDER.
JANUARY
ANNUAL
last
assortments
with
advertisement
newspaper
three
price
leaders
The
the scope
necessity for educating
and
ready
to
believe
heretofore
combined
and
of the so-called
purpose
recognized.
immediately
was
that
in
and
concentration
to
be
were
attained
not
public
lines
separate
successfully operated
economies
department
The
different
many
conducted
The
public regarding
the
in
through
was
not
dise
of merchan-
stores
one
store
could
be
great store.
consolidation
immediately apparent
to
TRUMAN
A.
DE
75
WEESE
The first business of the department
public mind.
store
to inaugurate a campaign
therefore,was
owner,
the
daily education
of
who
who
but
the
frightened
not
was
in
conspicuous
the
the
be
before
but
small
Twenty-five
who
man
merchant
goods
without
that
_.
Had
was
purchasing public
merchandizing.
public
how
his roof
His
of
just what
advertised
could
at
undersell
that
the
The
department
all it
his
was
its
own
standard
deemed
has
peculiar style
for
as
and
in
hence
dry
the
there
informing
to tell the
conducted
were
one
under
department.
department, and
proclaim
was
the
fact that
fabrics
higher than
therefore
not
of every
that
veloped
only de-
advertising,but
retail merchants
the
of his
character
necessary
of
a
understood
was
of
and
scope
to
The
"
need
quality of his goods
his competitors.
set the
known
was
It
of but
in
done
competitors in certain
store
prices.
lowest
for sale in each
was
bastic
bom-
few
everything found
departments
many
and
not
was
store, in fact,consisted
if he
and
It
the
to
as
a
acter,
char-
regularity.
more.
appareilt
n0
country,
fashion.
ordinary dry goods store,
One
advertisers
the
and
J
Department
he
dry goods
carried
he
It is.
years.
many
or
Stores
Only
therefore, be said
careless
_.
When
first and
advertising was
and
nothing
and
slow-
of merchandizing.
goods
system
sold
volved,
in-
his
the
consisting of
retail
ago
man
desultory, aimless
best
indifferent
crude,
The
made
were
a
and
space
years
haphazard,
was
who
throughout
of
regarding
sentences
copy
way
there
was
for
the
twenty-five
merchants
their advertising
using
a
time
that
retail
the
among
last
of the
growth
that
true
man
the
expense
enormous
in this form
success
and
press,
retail advertising may,
Modern
to
the
at
blazed
boldly
going competitors,was
most
public
has
class,soi
that
we
classification about
a
talks
style which
might
of
exaggerated claims
humorous
certain
will attract
notice
of
the
the
senseless
Out
merchants
a
essay
cheap wit
to
of readers
ery
buffoon-
or
where
would
agers
man-
a
mon
com-
the
escape
editorial
sentences
"
a
mixture
and
a
been
of
evolved
common
advertising is
gjve storeg
of
has
absolute
upon
all of these
consists
advertising
or
style,consisting of
redundancies, long, involved and
retau*
ern
terse
resort
or
style of Modern
now
sists
con-
idiotic
art
literature.
advertisingbased
utgrowt
style,which
style.
kind of advertising
statement
of all this there
Advertising
pleasing,
reading public.
incomprehensible
and
a
"
attention
tedious
and
Altman
style
conservative
Fifth, the
tiresome
man
good sales-
ical
statements, typograph-
or
of the
believe that
sense,
a
screaming headlines; a style
and
antithesis
Fourth, the
indulged in by
who
as
bombastic, sensational
the
is the
a
"
possible purchaser, a
a
"scare-heads"
that
style
talk.
heart-to-heart
Third,
to
much
reader
the
to
talk
and
ever
effort what-
no
Wanamaker
colloquial or
the
Second,
style,
colloquial embellishment.
literary or
at
:
of announcement
form
typographical display,with
mild
very
simplest
the
consisting of
follows
as
style,or ultra-conservative
Altman
First,the
retail
typographical style,we
literary and
to
as
make
did
as
twenty-five years ago.
could make
study of modern
a careful
advertising
would
longer advertises
no
of
dealer
the shoe
If
dealer
shoe
the
even
ADVERTISING
ON
BOOK
76
a
system
Mod-
sense.
evolution
an
styles. In the
0f this country
more
the
of
from
progres-
advertising
introductions,
system of brief,interesting
lucid
with
description,
a
liberal quota-
TRUMAN
A.
DE
17
WEESE
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-gaiffis
esi"=32sc
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SfeaS*
fe"5*"l"c
You'it
FindItUtterly
to Equal
Impossible
Defiant
Brager's
Friday
Bargains
"BSjgsg
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mm?**?"
HSKSWC
"fL-
"a"S5i
-be*!
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tor Omtr
tie
.
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MISUSE
JMbrt
rV*v
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im
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"E^"i."
fiKKH
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Dr.
HV/|*C.
EUr*
Me
SpKlaJ
ffMXft
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Gentlemen,
CHOICE
OF-ANY;
JLS?||m".v8.OVERCOAT,
IMtfwtM-,
M
-"H
At
On/)- "fc
=J2.25
Attention/
/rt"*/p"A
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_,'
Bgli=PSs$7.50
"HStabTS
""STSSSrrriio
;i".,gj5s".sji:
UI'"*WH,|tl'IIHB""u
Local
advertising that
the
prominent
"" Btlttaore
depends
display
1
for its pulling
of prices for
article listed
power
eacb
upon
78
BOOK
ON
ADVERTISING
MntSclRmt
Boys' Reefers
$5.50
Friday morning
put on sale 100
usually $1 and
blue
serge
tan
covert
tweed
shall
we
Coats'
Reefer
$7.50, of fine
cheviot, light
and
fancy
and
gray
mixtures.
Every
is hand
coat
tailored.
Sizes 4 to 12.
No
'chargefor
extra
None
Stcond
sent
on
alterations.
approvalor exchanged.
goor
Our
Girls' Section
with
its
enlarged
clusively
exspace, devoted
from
,to Girls' wear,
14 years, is
4 to
this
spring and
a
new
feature
promises
of great interest to those
originaland
be
to
ing
seek-
appropriate
models.
Assortments
tasteful
in
noticeablymoderate
are
low, but
in every
and
materials
are
unequaled
variety,and
and
at
prices
styles'
hereabouts
which
are
of the
instance
the
workmanship
higheststandard.
Girls' Coats $5
A
plain talk advertisement
with
without
display lines, but
of prices
statement
TRUMAN
tion
of
and
prices
DE
A.
79
WEESE
illustrations.
attractive
In
other
daily display of voluminous
words, instead
of
literature
senseless,high-sounding rhetoric,retail
and
advertising
is
being
now
shows
style appeals
will read
a
the
to
mind
The
diction
tell
of
the
the
happenings in
activity have learned
the
various
of
a
dog fight if it
style. In resorting
attention
of the
reader,
taking advantage
the
editorial
The
with
space
for
the
be
are
called
his
(and
Betnrn
Space
to
certain
number
use
he
does
not
makes
the
bluster
costly
waste
garding
re-
specific. His
and
understanding
good."
"make
to
and
statements
any
definite
with
for
the
as
the
the
in
utilizing space
cost
general
a
page,
of
days
of
He
that
must
hold
storekeeper)
half-page
each
week,
or
the
this way
comes
be-
increases.
space
merchant
should
same
"jate country
contract
he
paper
news-
advertising.
"With
from
made
apparent
more
Largest
taught in
fills his
buncomb
leaves
are
upon
necessity
The
merely
is
man
ity"
regarding "qual-
claims
merchant;
goods they
behind
stand
captivating
and
longer
no
He
generalizing. If
announcements
may
merchant
"cheapness."
his
he
will
description
and
learned
lessons
extravagant
country
in
space
municipal
department.
sagacious
and
in racy
a
place
common-
city editor
The
advertising
the
of the
of
half-column
a
trivial
story style for enlisting the
the
to
the
lines
He
style of
the
narrate
this trick.
is written
reader.
follows
employed
pencil from
story
commonplace,
most
daily
his blue
The
average
who
withhold
retail advertisers
"story."
a
reporters
story.
salesmanship.
successful
most
to
description of
if the
matters
of the
it pays
that
of scientific
branch
a
experience
The
a
in
the
city
for the up-towho
is under
quarter-page
fillingof
a
that
BOOK
86
with
space
copy
bring
that will
invested
the money
ADVERTISING
ON
is
one
for
largest returns
the
ments
important depart-
of the most
organization,and the fact that he
be accepted
appreciates the necessity for doing this may
that he is a level-headed,successful
evidence
as
of his business
business
A
be
man.
general merchant
guilty
A
of
specialized
space,
to
use
space
money
be
ten
and
business
costly space could
folly than
entire
is given the
department
one
selected as a leader,
article in that department
being: played up with price and picture
bring
in the
largest
invested,for
justified
; and
in
no
in most
dollar
man
interests and
and
study
of
amount
other
to make
business
the
investment
ean
instances
the
employment
who
had
considerable
has
to
activities will
to
the
be
of
a
perience
ex-
give this department
exclusion
a
that
for the
way
advertisingmatters
thought
neglect
advertisement:
instrumentality in his power
thousand
to
one
every
in
his
greater
no
is using
who
wise
of
and
all
other
profitable
82
BOOK
preparatory
sentences
interest
if
he
of
does
the
not
array
most
seasonable
ADVERTISING
ON
that
his
reader,
follow
of
interest
with
of
for
the
his
eye
will
efforts
them
prices
the
catch
an
be
and
of
hold
little
the
avail
impressive
and
vincing
con-
that
have
the
things
customers.
XII
CHAPTER
The
time
has
is left to
store
mercantile
of
one
is too
Advertising
boy.
when
the
big
enterprise
the
a
be
to
of
preparation
merchandizing
general
a
MENTS
ADVERTISE-
RETAIL
by
gone
for
advertisement
a
OF
PREPARATION
THE
or
to
factor
in
the
to
anyone
trusted
ment
depart-
or
clerks
an
elevator
the
of
conduct
but
an
expert.
If
it
that
If
of
problem
The
his
giving
business
such
covers
almost
countless
prices,
that
the
from
the
of
such
or
he
profits
direct
one
must
to
store
there
a
is
no
of
and
the
other
way.
acquainting
83
of
of
his
a
the
an
varying
comes
be-
press
goods
moving
The
owner
procession
the
of
percentage
prices
such
at
local
the
out
upon
embracing
keeps
drop
certain
work
quality, styles
that
either
must
devote
the
force
effect
articles
in
the
to
merchandizing
commodities,
advertising
vital
"
of
it is
dollar
study
its
of separate
number
shelves
a
range
on
year,
a
represents
and
can
returns
direct
a
store
enterprise,
wide
a
advertising
the
who
man
and
thought
space
thousand
ten
a
department
modern
colossal
entire
a
$100,000
spends
employ
for
year
possible
largest
firm
a
to
devote
to
man
the
a
employ
to
sense
investment
good
$10,000
over
yield
space
investment.
the
the
spends
business
good
is
make
a
firm
a
his
annual
public
goods.
with
84
BOOK
office of
The
should
store
advertising
the
located
be
in such
from
access
".
ADVERTISING
ON
all
should
It
of Adver-
Manager
The
^y pneumatic tubes and telephones.
be
should
sistants
provided with enough as-
manager
that
he
need
together
in time
typewriting
to
heads
which
manager,
should
be
not
When
a
is
firm
uses
therefore
call
for
of
what
public
The
day
the
head
on
of the
well
,
Information
"
from
of
the
Heads
Departments
if he
as
has
which
He
the
price of
the
be
written
to
draw
left to
his
used
the
is
vertisin
ad-
an
which
should
He
partment
of all de-
announcement
the
purchasing
is to appear.
advertisement
is
local
in the
of copy
or
offer
to
tails.
de-
by tedious
managers
supposed
the
generally
be
to
buyer
a
as
is, therefore, thor-
He
as
the
on
gQods in
matter
to
selling
department,
and
selecting a line of
of
the
and in-
cost
his
top-linersin
customers
judgment.
of the
constructive,
paper."
or
signed
as-
'
posted
articles to
the
seller.
oughly
is competent,
work
the
kind
the
department
specialistin his line.
x
be
should
and
statement
department
each
on
written
a
that
on
heads
the
such
the task
physical impossibilityfor
to fillit with
upon
of
and
half-page
or
page
essary
nec-
announcements
weakened
"salesmanship
called
be
can
the
departments
or
a
a
manager
printer
purely creative
hampered
it becomes
papers,
for the
so
assistants,
competent
the
correspondence, of getting
of
of
by
conduct
the
assembling
and
various
the
from
in
involved
matter
burdened
be
not
The
department.
cuts
ing
depart-
all
with
connected
be
clerical work
of
all floors.
and
ments
so
a
of
easy
L
Simplifying
Work
retail
a
be
to
as
way
departments
.
,."
a
of
manager
an
store
advertisement
may
be
safely
TRUMAN
The
for
A.
of
manager
instance, may
seven
of
years
from
$4
broken
As
lines,they
price
head
the
salesmen
of
instruct
the
suits
department
in that
that
show
to
attractive
more
at
and
duced
re-
an
nouncement
an-
manager,
carefully notify
in
regard
is not
all
way
uniform
a
furnished
should
business
boys
all the
advertising
department
their
for
left-overs from
are
Having
the
suits
firm
offered
this effect to
them
and
be
may
$3.90 suits alone, but
other
these
of
the
cost
$3.90 each.
of
to
the
number
a
which
age
85
WEESE
boys' clothing department,
select
$6 each.
to
the
DE
sell these
to
possible
better
it, and
to
customers
suits
better
at
prices.
In
be
may
this
way,
used
to
and
to
a
fixed
which
be
nine
the
in
hands
advertisement
so
in
them
that
there
advertisement.
on
copy
in the
for
for
time
of the
is to
Photographs
earlier
the
If it
cuts
may
be
of
one
the
been
and
to
with
various
the
judgment
be
valuable.
that
upon
are
morning
a
advertising
to
paper
by
manager
day before
the
of
be
should
delay
no
of
by
the
taken
in
day
a
completing
larger cities,this
house
the
have
been
from
In
the
longest and
found
each
or
managers
departments.
invited
for
buyers
the
stores, by
suggestions are
have
boys' suits
the
is to assemble
printer who
ed
is a metropolitan store, conduct-
smaller
in
for
morning
the
furnished
should,be
salesmen
ment
depart-
appear.
big scale, in
a
of
this
announcements
advertisement
o'clock
ten
or
lines
suits
$3.90
for
customers
new
various
an
in the
be
of
lines
profit is realized.
the
embodied
should
make
dispose of other
for
Copy
broken
the
many
clerks
whose
by long
partment
de-
head
stances,
in-
who
vice
adrience
expe-
BOOK
86
ADVERTISING
ON
Long White
Gloves
Glace
probably soon be times
shall be unable to fillorders for long elbow gloves.
when
we
the makers
Though we ordered early,and in largequantities,
find themselves
sible
fallingbehind in shipments,because it is imposinsist
for them
to get largeenough skins of the qualitywe
into
Wanamaker
to put
on
long gloves.
them to substitute inferior skins,
allow
Of course, we
might
to skimp the cutting at the wrists and in the arms, in which
or
shelves would be filledwith all sizes
and probably stay
our
case
will
Under
there
existingconditions,
But
intend to stick to our
standards,
inconvenience
and delay.
"
so.
they
we
cause
To
our
of
way
is better
thinking,it
"
will thus understand
You
as
Today
No
cost 85c
make
our
the
recommending
to
women
that
announcement
a
new
chase
pur-
ment
ship-
arrived.
has
in.
we
as
soon
be without certain
lambskin
glove and
in order to say "our
to
sizes for a few days than to take a mediocre
sell it for S3
the price of the best skins
stock is complete."
"
if at times
even
and
in
60c
pair of longwhite glaceglovesare just
prices;though,if bought today, they would
thousand
a
over
advance
a
more
pair.
8-button length Mousquetaire, with Paris embroidery;
$1.50,
regularly$1.85.
12-button length Mousquetaire, $2, worth $2.50.
16-button
lengthMousquetaire, $2.50,worth
(Juniperand Chestnut
Two
Suits
New
$3.
Street)
Today
"
Women's
black, Alice blue, reseda, light gray,
A new
oxford.
$20 Suit, an adaptation of one we had earlier
which
proved very popular.
with box pleatsdown
the
skirt is a gored circular skirt,
The
In
middle
panama
of the
"
either
front and
back.
little Eton
jacket,lined with satin,has three-quarter
with flat collar and cuffs of braid and
is trimmed
taffeta and crocheted or metal buttons.
The
sleeves,and
At
out
A
method
$30
there
the Princess
is
effect
a
suit
of
by having a
gray
panama,
built
to
carry
fitted girdlejoinedto the skirt.
of display used very
successfullywhen
or
one
leaders for the day and prominent space
chosen
as
in the local newspapers
two
lines of goods
to them
given
are
TRUMAN
The
the
A.
advertising
material
l
ti
teriais
Advertisement
leets
"leader,"
of
announce-
upon
advertisement,
se-
constitute
shaU
whole
into
catchy introductions
and
copy
decides
paper,
the
the
whips
this
day's
next
which
that
then
and
terse
the
typography
the
for
from
selects
morning
*ne
m
Ma-
87
WEESE
manager
building
for
ment
s
DE
the
shape, supplying
interesting
and
descriptions.
The
with
advertisement
page
catchy headlines
style of "talk"
of the
is very
in
the
skillful and
be
must
interest
clever
element
indeed,
advertising is
sales."
sales of certain
take
in which
withdrawn
at
the
instance, a certain
sold
at
$1.38 from
table linens
ten
at
of
effective
box-like
nine
the
effort
on
to
"hour
the
in
of
partment
de-
certain
of the
hours
price is promptly
hour
be
through
For
named.
style of gloves
until ten
o'clock, a
pricesmay
so
vertisin
ad-
The
and
make
until eleven, and
human
announcement
goods
sale
reduced
expiration of
reduced
the
department
introduces
place during fixed
the
"talk"
fellow."
which
a
an
by
The
resisted.
make
must
lines of
selected
which
day and
that
consists
This
other
of
full
be
originaland
of
example
An
store
"the
from
in
done
be
it must
so
it cannot
that
ploy
em-
style
Wanamaker
the
and
to
writing described
of
in wordcraft.
master
manager,
be different
advertising
the
make
original,unusual
this
group
particular article
interesting,
however,
effective and
a
of
style
To
to
terest
in-
the
timely.
this part
chapter.
eleventh
hold
plan
some
and
Wanamaker
interesting
and
and
good
a
introduced
be
novel
attract
around
seasonable
It is well
the
will
It is
reader.
introductory "talk"
that
with
and
which
should
sale
announced
the
be
may
entire
of
from
day.
BOOK
88
This
is
of the
one
ADVERTISING
ON
effective
most
generally accepted idea that
now
applicationsof the
the purchasing public
prices rather than in any
generalitiesregarding quality and styles.
successful
The
On
Art'
tion
Bingled Out
for
Display
While
^
of
number
days
which
to
swell
In
the
of
lines
cents
dollars
or
to
customers
for
be
cut
to
so
the
a
each
to
store.
point
he
this
why
reasons
it
Take
the
a
with
a
cured
se-
article
to
few
a
attract
furniture
ment,
depart-
parlor table, chair
the
price of
this
can
the
erage
av-
article
particular-
cut
of
feature
article
the
of the
and
the
giving
announcement
is enabled
or
which
convince
to
central
some
are
cut
leader
a
the
as
dealer
the
nity
opportu-
an
be
can
make
needs
advertisement, printing
price, together with
fixed
a
results
week
or
which
it is easy
where
Use
furniture.
best
day
Select
that
loss,the
a
store, the
as
for
magnet
profits.
and
article of furniture
consumer
of
at
price of
the
instance.
other
some
use,
trade
it before.
goods is invariably utilized
sales
weekly
general
people into
in
were
the
atten-
familiarizingvisitors
of
by selecting for
for
never
sold
be
may
department
a
attracting
for
the
as
affords
it
attractive
other
wh0
s^ove
article used
the
using
it, thereby drawing
to
follows
and
article
one
method
bull's-eye
l
advertisements
of
writer
singling out
of
plan
the
verbose
in
is interested
make
to
a
the
run
on
this article of furniture.
By
of
in the
though
making
this article
of
days, hundreds
store
the
before, may
sale
of
the
a
people who
be
a
to
the store
cannot
a
fixed
have
never
to
it,and
attracted
ber
num-
been
even
particular article advertised
loss,the bringing of hundreds
is
for
leader
fail to redound
of
new
to the
customers
profit of the
90
BOOK
ON
the
sales
in
merchant
ADVERTISING
of other
goods which
are
is
obviously the
most
not
advertised.
preparation of
The
of
feature
for Eetail
Advertisements
retail
modern
city
many
_
cuts
stock
gible to
jllllstrate aimost
with
their
have
their
retail
whom
manufacturers
It is in
stores.
own
that
find the
we
from
the
from
When
modern
between
and
the
retail
the
in
merchants
in its
advertising was
was
practically unknown.
retail
photo-engraving
There
were
no
stippleand
the
Twenty
years
fifteen
was
and
cents
eight
been
made
cut
price for
average
for
that
halftones
line cuts
fifty
was
for line cuts
and
from
to
twelve
in the matter
of
in
the
process
under
the
or
ago,
engraving
thirty
eliminatingdelays
could
in less time
five
six
greatest advance, however,
The
Nowadays
four
shade,
from
advertisement
in
graduations of
prices range
circumstances, an
five, days.
tone
half-
cut, the
the
years
forded
af-
those
Today
operations
Twenty
line
fancy,
in-
effects.
the
ago,
halftones.
unnecessary
an
artistic
cents, while
cents
possibilities
as
sketchy
new
crayon
upward.
for
cents
the
its various
and
and
artistic
such
today by
a
in
largest cities today.
the
for
nished
fur-
tions
of illustra-
greatest difference
advertising of twenty years ago
advertising practiced by the leading
has
manship,
sales-
models
character
retail
to
actual
an
chants,
mer-
photographs
taken
or
of
progressive
advertising is
va-
it is poskind
any
more
made
cuts
which
with
the
great
a
carry
riety of
advertisingannouncement,
by
advertising. While
merchants
cuts
portant
im-
an
of
most
be
not
than
engraver
hours, while
ture.
manufacfavorable
prepared
four, or
can
few
and
rush
even
out
engraving
TRUMAN
A.
DE
91
WEESE
houses
than twenty-four hours
between
require more
the receiptof the copy
and
the delivery of the cut.
While
it is true that some
advertising managers
still pursue
the policy of furnishing copy
in continuous
sheets,much
copy
of
a
A
as
story, the
the
city editor
expert publicityman
he
the
most
to
wants
who
the
is try-
advertisement
of unique
design, attracting
fell page
attention by the well grouped
pictures to the
is set
descriptive matter, which
in small
ing
furnish
would
arrive
at
certain
will not
printer.
As
leave
the
results
the
matter
important
factor
advertising
manager
type
and
who
display
of
in retail
to
knows
the
of
whims
display is
correct
advertising,the
will prepare
what
a
"dummy"
the
ful
careor
BOOK
92
of
"layout"
of
for
printer
is
furnished,
to
be
this
of
indicating
the
corrections
little
leaves
when
and,
and
is
the
the
chance
first
proof
need
will
changes
in
relieves
This
setting
the
and
can
and
type
the
saves
the
the
the
next
of
the
to
his
the
of
of
thought
advertisement.
such
to
job
pear.
ap-
of
It
display.
reading
proof-
considerable
in
other
is
newspapers
problem
papier
called
advertisement
manager
devote
of
sent
uniformity
advertising
immediately
preparation
other
are
impressions,
are
same
secures
simplifies
matrices
consist
these
the
receives
proof
manager,
parlance,
which
the
which
and
printers'
newspapers
and
up
advertising
impressions,
in
set
advertisement,
the
"mats"
the
and
This
astray,
copy
of
approval
mache
he
the
made.
taken
also
line.
go
fewer
When
the
to
detail
in
each
for
showing
advertisement,
arrangement
type
the
ADVEKTISING
entire
the
typographical
size
ON
a
and
that
way
time
to
STAR
ARMOURS
I HAMS
2nd
BACON
These
to
street
the
car
accepted
advertisements
conveying-
dominant,
while
are
theory
the
that
a
"talk"
good
should
because
selected
the
of
idea
be
the
brief
should
tised,
adver-
commodity
and
to
conform
they
feature
pictorial
the
point
be
CHAPTER
MAIL
"Mail
that
ORDER
order"
for
general
kinds
all
of
certain
of
firm
the
bring
to
inquiries
some
dealer
or
Modern
of
the
by
No
buildings
built
and
up
in
all
this
in
parcels.
eels
is the
of
the
one
in this
the
practical
ufacturer
man-
establishments
of
mail
fact
the
this
cheap
make
to
country
the
greatest
post.
93
by
costly
have
been
matter
on
of
of
order
mail
business
government
is
country
transportation
needed
by the
mercial
com-
or
in the
nations
European
a
advertising,
order
that
for
ment
develop-
remarkable
thing
establishment
order
application
represented
the
for
is
ing,
advertis-
orders
seeks
such
out
facilities
The
advertising
globe
spite
used
of
the
of
fortunes
country
behind
providing
which
big mercantile
this
years
many
of
and
tising
adver-
mail
name
confines
department
Great
this.
all
All
as
the
include
are
mail.
by
of
appear.
attained
has
publicity
as
not
however,
mail.
address
which
advertising
to
that
characterized
in
does
usage,
term
product
be
that
except
and
dlemen
mid-
any
easily
fact
a
orders
application
might
it is
name
therefore, might
advertising
for
of
use
to
tion
distinc-
bring
to
broad
course,
in
which,
the
A
given
name
is intended
agencies.
advertising,
where
the
without
advertising,
order
is
advertising
direct
selling
or
mail
of
publicity,
commodity
a
ADVERTISING
advertising
kind
particular
from
XIII
a
the
par-
94
BOOK
There
which
those
which
those
goods
whose
of mail
for
Advertising
second
class
usually referred
aims
to
Mail
in the town
from
is not
only
referred
dealer
himself
inquiry
local dealer
with
by
way
the
into
who
' '
up
one
not
followed
for
Advertising
js
appeals
cities
and
"While
to
most
mail
of
the
The
in this
gradually converted
ming
system of "drumor
who
are
houses.
mail
order
advertising
chapter.
advertising in
of
is the
retailer
in this
The
this
field
coun-
that
order
for
strongly
do
dealer
one
customer
in
showing
houses
a
wide
enjoy
the
may
his
same
fifty million
which
range
book
in
the
smaller
shopping
by the larger cities.
presented
are
to
people
to
not
ordinary
be
people. It
advertising, however,
of
the
may
orders
and
all advertisers
order
kind
who
printed literature
mail
him.
to
inquiry
dealer
local
kind
^e
towns
opportunities
house
fact that
the
cate
to also communi-
This
by nearly
this
local
try consists of eighty million
Order
that
is
goods.
attention
our
engages
the
organized follow-up system
first division
is the
inquiry
The
referred
are
goods
the
dealer, but
in the
sent
for the
purely and simply
which
and
inquiry
for the
business
usually
It
Maii
the
sent
customer
a
who
person
advertising of
came.
it his business
makes
real
be
handles
by letter of
systematic, well
a
local
received
then
the
man
the
is advised
been
has
who
inquiry
the
to
direct
stores.
must
order
dealer
which
these
sumer;
con-
bring inquiries which
to
some
the
to
by general
first of
the
"salesmanship-on-paper."
the
direct
goods by mail
sell
carried
also
are
first,
houses:
order
goods only by mail
sell
second,
but
kinds
two
are
ADVERTISING
ON
be
store
showing
the
mail
commodity
people.
in
modity
com-
order
through
There
thirtyto forty
of commodities
a
are
thousand
sixty days.
BOOK
96
this leads
; and
chasers
ON
to
may
be
First,the
mail
consideration
a
of successful
features
These
ADVERTISING
mail
classified
order
tial
essen-
advertising.
order
as
of the
follows:
advertisement,
Second, booklets, leaflets
catalogs,
or
Third, the follow-upsystem of correspondence.
Opinions of advertising experts differ as to the
relative
My
there
is any
between
in
of
standpoint
link
between
the mail
if
the
novice
Must
First
an(j
printed
using it.
the
man
essay
as
tising,
adverlog
cata-
or
connecting
it is the
the
and
argument
sible
pos-
"talk"
or
is
to
unless
that
and
even
a
mail
the
that
constructed
so
most
the
inquiries,
the
that
reader
for
there
it will
to
such
is
written
ever
no
the
arouse
an
extent
descriptivematter
might be capable of writing
story in the
attractive
opportunity for
first essential,therefore,is an advertisement
request
upon
most
booklet
expensive
useless,for
constructed
a
bring
commodity advertised.
"Writing mail order advertisingis
the
A
in
is
The
curiosity of
send
order
advertisement
order
advertisement
it will
er's Interest
so
in that
advertising
order
..,.,,.,.,
or
'r
*
Bead-
Arouse
If
power
time, it is plainly obvious
same
in mail
".
.
the
in sales.
order
"
very
properly constructed, carries conviction
finallyresults
At
a
vertising
ad-
from
illustrated booklet
the
It contains
purchaser.
which,
that
"pulling
of mail
features
important
most
is
there
considered
value
in relative
essential
say
order
"salesmanship-on-paper."
difference
I should
is the
relative
actual
these
of mail
opinion is that
own
little difference
features
of these
importance
some
most
interesting subject
racy
and
interest
and
that
will
he
pertaining
art
an
the
or
in
most
a
to
itself.
erudite
fascinating
captivatingstyle and
at the
TRUMAN
time
same
be
mail
good
order
advertisement
It must
be
advertising
be
is
usually done
and
in
radically
reader
to
the
for
mail
business.
order
if properly
and
inquiries as
in
so-called
misses
mail
many
space,
a
much
the
get
space
as
but
;
space,
gets
of
not
editorial
in small
large
from
is
written
small
write
ability to
It
the
constructed
through
97
newspaper
be
must
"puller"
elicited
it differs
in the
convince
a
phrased
can
ordinary
fails to
and
WEESE
advertisement.
if the
point
DE
utterly lacking
order
consequence
its
A.
which
respect
general publicity
advertising.
Every
hence
line
the
in
counts
sentences
mail
a
be
must
redundaneies
clear
and
advertisement,
order
and
of
waste
space
individuality
of MaU
onn
opy
be
permissible
Order
s
pregnant
the
him
of
general
idea
of
run
should
offered
four
for
hundred
will
of
the
include
the
this
a
or
upon
sentence
a
of the
tell what
the
Wording
in the
of readers.
matter
in
price
the
the
is
that
commodity
is to
or
of
most
ment
advertise-
the
headline
the
stimulate
plan
the advertisement
the
from
is to
the
out
and
immediate
good
reason,
picture
should
attention
same
lines
more
depend
leave
to
Unless
sale.
it "is
reader,
for
and,
object
the
move
ality
individu-
enough
command
to
sess
pos-
quickly
have
must
to
to
or
be
may
different
As
advertising
introductory
attract
be
must
want
new
sentences
advertisements
advertisement
much
The
a
must
object is
the
as
old want
an
interest.
and
order
with
that
and
style
interest
in
but
word
every
be
may
publicity,
general
advertising
mind
gratified.
commodity
or
vital
curiosity
mail
the
with
the
attention
the
order
reader's
with
cheaply
mail
in
Certain
terse.
occupy
caption
article
of
is,and
of this
headline
of its
abilityto
XIV
CHAPTER
FOLLOW-UP
SYSTEMS
FOR
ORDER
MAIL
ADVERTISERS
The
so-called
are
the
on
the
It
the
is
of
natural
in
or
idea
the
that
by this
this
publicity
a
he
returns
campaign.
that
when
in
a
a
zine
maga-
follow
should
advertising,
particular
desire
possible
advertisement
page
a
elicited
from
returns
of
medium
other
inquiry
every
for
all
get
vertising
ad-
modern
increasing
the
in
outgrowth
$300
any
to
involved
expenditure
spends
man
of
advertiser
the
in
systems"
development
a
part
from
"follow-up
until
investment
up
all possible
been
have
realized.
Time
advertising
and
the
be
to
throws
for
constituted
is
literature
epistolary
capitulates
and
quickly
how
largely
very
that
is
little
impression.
pursued,
new
hands
who
person
curiosity
postal-card
with
Through
with
an
tain
cer-
until
order
goods.
the
Just
after
of
investment
satisfied.
the
of
piece
a
of the
results
however,
systems,
bombarded
his
net
from
orders
doubtless
slightest bit
up
direct
the
was
follow-up
evinces
he
the
advertiser
the
modern
when
was
If
he
however,
about
arguments
the
first
may
surrenders
prospect
sort
of
follow-up
letter
follow-up
ingeniously,
third
to
the
upon
The
waged.
the
wave
follow-up
bear.
98
tactfully
the
white
letter
has
warfare
make
may
and
pends
de-
cleverly
flag of
truce
brought
its
TRUMAN
Human
curiosityis
person
will
Working
on
buy
would
Nature
of
the
Women
to
and
would
on
Just
what
adopted
and
of
when
it is well
General
merely
of
retailers
to
for the
results
from
pretends
to
manifestly
be
the
and
goods
advertised.
of
trace
show
every
week
cannot
be
or
it
brings
a
in
month
and
of
fairly regarded
tion
connec-
of advertising
advertising which
wholesalers
and
are
no
the
man
results
that
much
and
number
but
year,
index
an
vertisin
of ad-
this
In
kinds
booklets
as
pends,
de-
operation
There
certain
be
publicity.
definite
the
to
should
method
two
advertising
send
to
into
upon
It is true
they
store.
kind
demand
this kind
hence
if shown
direct
a
advertising offers
in response
goods
the
that
profit.
where
put
create
or
mail
product.
in mind
of
nature
magazine
product
the
keep
fraud.
a
he
could
own
follow-up system
a
publicity is
seeks
maga-
and
his
to
same
general publicity and
"
the
the
market
to
a
of human
turn
dry goods
upon
to
it
saw
goods by
it should
course,
in
fascinating mystery
woman's
a
a
kind
used
of
of
counter
a
he
is the
dress
scornfully reject
them
if
must
man
in
advertisement
an
A
upon.
is advertised
it is this weakness
buy
even
it
Such
follow-up
will
to work
quite often when
seriously consider the idea
not
store.
a
printers'ink
which
that
purchasing
it in
99
WEESE
newsPaPer
the
Curiosityof
handle
or
DE
great thing
a
article
an
z*ne
uman
A.
and
direct
who
it is
from
of this kind
other
of
such
ture
litera-
inquiries
inquiries
of the
of
value
advertising.
advertising
The
which
may
it may
go
secures
after
be
to
a
under
the
class of curious-minded
least
all the
well-to-do
the
head
number
most
class of
people
who
of
general publicity
of
deed,
inquiries,in-
valuable
medium,
thinkers, instead
like to write
for
of
a
letters.
100
BOOK
To
ON
ADVERTISING
imagine that all advertisingthat brings in
letters is valuable
publicity is
a
general publicity advertisement
A
with
forceful
seek
merely
of the
convincing argument
the public familiar
with
product, trade-mark
seeks
publicityis
direct
be
may
and
to make
Direct
mistake.
common
very
results.
kind
the
The
nant
preg-
it may
or
the
name
style of package.
the
or
lot of
a
of
advertising
of
forms
commonest
which
direct
publicity,of course, are mail order advertising and
classified advertising. When
offer to send a safety
you
of
razor
mail
a
doing direct advertising and
are
you
in
manufacturer
a
to
appears
with
is
he
discontinue
he
is that
is
there
not, it is
not
annual
charges
in
building
and
retailers
and
his
a
if asked
and
jobbers
and
do
up
and
an
matter
easy
who
his
to
is not
his
inclined
to
definite results
All
so.
he
can
goods.
he
Whether
general publicity or
persuade
steadilyalong
say
upon
him
to
cut
in the
even
out
merely
appropriation for advertising. He
the appropriation against the cost
goes
ness
busi-
handle
increasing demand
for
licity"
pub-
large
a
up
to trace
inabilityto
steady
"general
that
of the credit for this to
gives much
the
although
it
retailers
the
him
naturally satisfied
confess
would
aid
finds
wholesalers
the
engaged
are
business.
order
When
goods,
paid,
pattern for $2.50 post-
particular style and
a
of production
tenor
of his
way.
Obviously, then, the
man
to
some
Methods
be
be
Must
Thorough
a
expend
his
form
of
low-up
fruitful field for the fol-
energies,is in
publicity,particu-
genius and
direct
larly mail order advertising. In this kind
0" advertising the follow-up system should
fine-tooth
get all there
most
comb,
but it should
is without
not
scratch
;
it should
irritatingthe scalp of the
pos-
TRUMAN
sible
Of
there
course
kind
the
that
that
there
becomes
and
without
giving
the
literature
follow-up
tems,
sys-
sleep," the kind
you
won't
be
never
off"
come
and
ironed
kind
the
by
out
the
of
most
agent.
place, it is just
"nagging"
a
of
steel-gray corrugated
point beyond
a
kinds
while
that
a
can
first
the
is
smile
tactful
and
all
are
produces
profanity
In
"pull"
"works
that
brings "the
suave
101
WEESE
pain.
prospect
kind
DE
it should
consumer;
that
A.
which
the
system,
of
are
the
well
as
to
understand
follow-up system
the
though
even
and
strongest
letters
ing
convinc-
most
kind.
Indeed,
I
low-up system
should
pieces of printed
"personal letters."
But
I do
event
is
that
believe
not
Bead
Should,.
that
this is apt
Like
letter
chaser
is gotten
that
nothing
Certainly
they
do
why
not
use
the
all
the
old
same
for
"personal"
If
letters.
impress the
to
typewritten
In
More
fact
purhe
that
stereotyped
that
is
chine
ma-
there
correspondence.
the
of the
purpose
than
possible
inquiries and
about
any
should
follow-up system
four
the
up
this is not
fake
of
experimentation.
a
fot
the
that
entirely of separate
deeply with
toQ
being passed through
is
for
beyond
J
"
Personal
instead
matter
a
certain
consist
not
matter
reach
Copy
altogether
not
am
follow-up
ters.
let-
tion,
personal dictature
ordinary,printed advertising litera-
not
give
the
idea
of
instead?
Moreover,
fourth
to
if
a
customer
cannot
be landed
letter,the follow-up system, so far
purchaser is concerned, is a failure.
annoy
him
appropriation.
further, and
to
waste
the
as
with
that
the
sible
pos-
It is useless
advertising
102
BOOK
And
about
now
L
Than
Worse
do
give
not
intelligence. As
ten, in the country
has
been
during
hands
our
it.
want
of
the
last two
and
tell
The
letters
hackneyed
cheapest,"
similar
"the
it
letters to
is
with
written
the
printed
signed
the
to
or
letters
the
but
did
signed
at
long,
with
paragraphs.
or
not
the
space
These
triflingdetails
scrutiny
at
of
the
top
of
the
body
different
and
writer,
type-
letters."
treasurer
the
of the
the
strike
a
the
and
secretary
series
Another
firm
and
reader
are
written
type-
name
letters
lines
is
in different
persons,
the
that
them.
in
nation"
procrasti-
"stock
by different
between
may
"the
great question.
a
secretary
Some
bottom.
of
the
are
all,having merely
at
no
write
and
you;"
series of letters is the
handwriting, indicating
treasurer
is the
best
address
with
of many
of
them,
written
the
that
name
all of
and
name
ments
trite state-
close
a
typewriter, while
a
interesting feature
that
require
not
why
regarding
"dangers
the
veal
re-
problem
and
for
good
so
ligence
intel-
whole
as, "the
too
an
letters
want
we
settling the
to
does
indicating
not
the
what
by
letter,
Many
take
in
reader
one
replete with
are
none
comes
that
see
letter is either
fact
just
us
common
commercial
popular
the
store.
flim-flammed
be
truisms, such
best
Moreover, it
An
enough for
decades.
family" and
of your
when
are
department
platitudinous observations
health
the
of
spread
tempts
punch
printed "typewritten"
the
fol-
many
to
fact, not
irritatingwillingness to
an
we
of
of
matter
that
man
a
credit
city, can
or
imitation, poorly
rapid
in
clerk
matter
a
kind
is of the
reader
the
subject
phraseology of
The
bumptious
They
off
quality and
peaceably disposed
a
Useless
the
letters
low-up
tt
ADVERTISING
letters.
follow-up
the
ON
are
too
too
few
as
portant
unim-
follow-up system, but
BOOK
104
They
replete with
are
if
they
did
They
do
not
go
of
Tons
which
superflous sentences
and
nothing
ADVERTISING
ON
anything
mean
directly at
of the
meat
their
find
letters
these
the
tions.
repeti-
mere
are
mean
ter.
mat-
to
way
waste
baskets.
follow-up
Other
tone, sloppy in diction
in
L
Th
tt
Than
reader.
Attract
of the
he
ought
to
his
design
the
on
tiresome
serious
to
a
might
and
in it for
flippant
impression of
the
are
jolly the
is
this
looks
right here
say
advertising.
in
attention
chewing
for
the
answer
time
for the
or
gum,
a
reader
disgusting
business
upon
as
a
is
find
"If
I
on
I
an
are
believer
a
few
very
jingle style of
The
to
not
am
There
of
a
drawing
kind
new
of
brand
could
to
have
of
in
places
tising
adver-
public
taffy-tolu
sparkling champagne,
appeals
to
the
expect
wallet
eye.
no
understand
offering you
should
in your
I
publicity
in the
permanent value.
illustration of follow-up folly:
it hard
were
your
place
no
pancy
opinion flip-
my
legitimate product which
any
Here
in
that
purpose
being
new
intelligentpeople it
"I
jests.
jingles and
might
look
ness
for his blind-
letters
to
course
tomfoolery have
buffoonery
grip
Of
legitimate product.
any
cents
writer
who
man
give
and
matter.
I
but
of the
part
Other
and
ent
recipi-
the
business
own
sharply reprimanded
in tone
quite often
that
his
know
not
opportunities.
own
is
insinuation
pre-
part of the
the
on
first sentence
pleasant persiflage.
and
for
be
to
frivolous
and
with
does
letter
in their
wearisome
ignorance
The
audacious
impudently
are
and
impUdent
an
that
of
sumption
t
Bather
Eepel
a
letters
dollars
attitude.
for
sixty-nine
side-step,get a firmer
with a suspicious
regard me
you
and
gold
your
to
THE
'III
EDISON
above
T!
Mr.
depicts
,
Phonograph
who
Tlicv
icars.
mtnal
fjin.n
and
"It
hiving
IMison
it
less
couple
I
.in,
upon
in
thev
suk
machines
-rc.il.sl
.mil
.1
ire
the
those
number
thought,
ot
of
hc.n iils'
delighted
time
lost
what
hum
tilt old
on
the
-
flu- propcrti
mm
old
Jn
surprised
diftercni
so
based
heett
is
If renders
tidclirv.
It
musical
free
ll,
"
,,
"
!,1
H
,
"nr
world's
of
their
imitations:
all
instrument
can
cost
of
iarici.es
'be
tainer,
enter-
instrumental
or
taste"
even
easitv
so
nothing
you
vocal
suit
to
versatile
most
It talks, laughs,
it better.
make
to
something
otters
It will
,w.
l"r
the
strivim;
otr
happi.
marvellous
Write
\i.
Massani,
"I
Phonograpl
is to-dav
fV.-o/.-jiay,/,
Mr.
home
makes
with
:ir.,i
to
hi
painting
ima/cmenl
their neighbors.
In
The
Kdison
ima/cd
are
nil
an
delighted
tirsl lime.
improved
opinions
previous
the
the
lor
lie.ir the
nn"
of
reproduction
I ,!i
PHONOGRAPH
even
sings
music
mood"
open
bear'it
to
Pi
,
National
3t
A.
Phonograph
Square,
Union
cheerful
New
picture
advertisement.
Co.,
1Q Lakeside
York
that
of
serves
the
304
fail
cannot
It
as
uses
Orange,
Ave,,
'
an
of
Wnbaah
to
Ave,
N.
attract
introduction
the
J.
Chlca
instrument
attention
to
the
to
scription
de-
the
Advertisements
which
of
thp
articles
objects
employ
associated
pleasing-
very
advertised
in
with
and
combination
the
products
effective
with
other
tions
illustra-
TRUMAN
"If
I
were
based
"But
"I
have
is not
I have
for
try
be
make
imagination,
perfectly
I
hensible.
compre-
puzzled.
am
special business-getting
my
that
ical
theoret-
some
own
my
stands, I confess
that
sales.
your
stronger, I would
statement
absolute
others
enthusiasm
definite
results
"
I
do
give
me
could
this one,
that
on
address
clearly written
in
why
throw
imperfect
signature?
stamp
the letters
the
be
of the
ink.
clerk
that
and
stamp
letter
did not
follow-up
very
was
match
stand
to under-
unable
am
they-
add
might
which
I
letters
attention.
can
Having
To
by making
attaching
days
be
to
of wide
fool
cannot
a
chanically
me-
rubber
dissemination
the
even
effective
it
it
men
country-
convincingv
and
j
typographicallyperfect,addressed
recipient and
It will pay
to
I
rubber
postage
then
these
letters.
should
name
and
cheap
such
the
serious
and
public intelligenceyou
with
of
ink
but
full of
convincing letter,
tiser
point, why should the adver-
and
In
have
and
the
time
away
a
such
use
cured
se-
all the
Yet
samples
with
matter.
terse
directly to
such
top
receive
strong,
a
and
meat
will
they
written
who
clients
my
details.
type and
a
those
of
the
at
of results
figures."
exact
signed
type of the printed
expect
few
essential
usual, was
that
I
side.
my
give hundreds
as
the
big
of what
or
appropriations.
a
you
differ in any
not
the
their
I think
knowledge
so
still remains
"Let
of what
question
a
frequently doubled
pen
on
105
so.
say.
to
to
you
positively increase
I could
"It
of
WEESE
would
matter
asserted
will
"If
do
the
as
methods
entirely
indifference
present
DB
advising
even
scheme,
your
A.
sign the
should
in most
firm's
name
be
signed
instances
to
to
every
with
hire
".
a
letter.
V
106
BOOK
Here
I have
Gentlemen
"On
meet
to
I submitted
take
up
this
and
go
over
you
it stands
particulars
for
the
at
as
you
quite
an
early date, as
we
contracts, and
newspaper
divide
the
Gentlemen
"A
is
that
paper
denomination
magazine
appeal
most
patrons.
no
One
"Dear
cision
de-
your
to make
our
so.
respectfully."
to
Why
other
this
and
home.
best
price for
warrant
We
their
not
?
you
class.
of
The
"Very
a
in the
family
in
you
have
year
Doesn't
families
as
Christian
using
of the
some
high-class advertisers
sample
more
in the
of the
pay
you,
and
for at $2.50 per
is valued
advertisement?
your
progressive
accepts
responsibility
prepared
are
desire to do
fiftythousand
Methodist
for
is
larger than
receive
we
is subscribed
that
one
fact that
space
doubtedly
un-
:
evidently
the
it
you,
upon.
"Very
' '
If the
one-half,one-fourth, or
that
necessary
pleased
points.
is
decide
may
is
to
whole
a
be
are
requirements in
in essential
as
you
in detail.
it attractive
make
that
If
next.
fillthe
does not
combination
portion
"It
:
in preparation
have
we
the matter
acceptable, we are prepared to
and
advertising,and allow you
such
mail
the
consideration
your
proposition, I will
be modified
can
"If
from
at random
weekly magazine that
a
proposition as
all
follow-up
model
as
publication in November
prepared
to
regard
selected
22d
May
for
I
:
plan of
the
ADVERTISING
of what
specimens
are
letters which
' '
ON
our
ular
reg-
Advocate
truly yours."
good "follow-up:"
sir:
"Some
time
catalog, which
was
ago
we
had
complied
a
request
with.
from
you
for
a
TRUMAN
"A
few
days
information
any
later
marine
on
a
boat
to
permit
the
arrange
to
us
at
"We
do
wish
not
correspondence,
do
nor
find
should
whether
it would
in
that there
is
let
to
scheme
is
for
employed
and
do,
write
that
going against
the
misses
the
of
people
to
up
the
reply
as
matter
respectfully."
is not
order
such
portant
im-
an
it is in the
as
houses,
at the
a
kind
the
passing
on
advertising
who
up
make
and
does
not
cumulative
the
it is well
who
his
vertisin
ad-
get letters
"is
which
he
nature
valuable
who
"best
the
orders
who
are
public
the
those
sometimes
are
there
that those
remembered,
of human
to
method
the
that
advertisers
he
most
and
advertiser
advertiser
because
"
forms
a
products.
the
be
publicity prestige and
Before
have
general proposition
follow-up system in nearly
as
advertisers
stopped
sells,and
of
it must
to
and
buyers"
the
will write
who
us
organization
to admonish
distinct classes
seldom
never
business
marketing
It is well
those
for the
if
low-up
the folgeneral publicity. Just how
to be applied of course
depends upon
of
of the
the nature
stated
of your
appreciated
take
to
of the mail
be
place
a
system
two
comes
be-
season
unnecessary
general publicity plans
it may
time
every
or
advisable
sight
lose
to
be much
prepared
are
advertising campaigns
same
the
with
you
wish
we
it convenient
you
factor
"
before
once,
"Yours
definitely.
"While the follow-up system
more
be
it would
burden
to
inquiry; accordingly,
to
equipment
power
advanced.
more
you
a
that
suggest
boats,
motor
requirements.
your
matter
again offering
you
engines and
purchase
to
expect
you
107
WEESE
wrote
we
applying specificallyto
"If
DE
A.
to
asset
of
general
results."
consideration
at this
of
other
point to suggest
108
BOOK
the
importance
for
keeping
of
sold
get
the
is
the
of
This
tabulated
sent
and
of
inquiries
of
him,
deductions
be
had
that
tell
from
exactly
to
what
up
how
much
an
in
inquiry
postage
the
it
extent
just
and
it
is
and
tone
will
how
advisable
index
have
to
been
as
been
to
his
who
of
firm
literature
expend
sible
pos-
should
systems
the
sent
expert
chirography
much
It
have
The
pay
far
so
inquirer.
made
follow-up
the
inquiries.
literature
inclination.
ment
mo-
and
the
each
they
been
have
or
power
to
able
which
on
experience
much
of
pieces
date
the
of
of
any
made
an
are
record
at
to
afford
attitude
what
just
purchasing
has
mental
the
that
a
been
no
possible/
inquiries
given
been
but
unless
have
should
that
not
accurately
that
have
record
show
the
shows
that
of
advertising
which
answers
possible
to
of
ia
it
be,
out
quiries
in-
commodity
advertising;
may
lated
tabu-
a
registering
the
order
results
kind
kept
sort
kind
should
mail
plan
of
sort
for
upon
commodity
this
by
inquiries
as
course,
appreciable
any
elicited
of
through
what
matter
to
depend,
"What
devised
be
tabulated
systematic
a
inquiries.
of
should
will
being
devising
track
scheme
is
ADVERTISING
ON
upon
a
to
ter
let-
low
foland
it.
"v^"
Booklet
a
titles
pleasing
i,iiU:;;
w-
showing
introduction
and
neat
to
the
effective
text
matter
typography
that
which
Is
to
follow
giver
XV
CHAPTER
BOOKLET
THE
IN
found
Having
mail
order
largest
is to
booklet
well
be
advertiser
the
on
alone,
five
hundred
with
of
employment
which
in
is
the
a
than
can
be
No
the
modern
for
in
a
modities
com-
zine
maga-
In
possible
cash
tance
impor-
advertising
page
"talk"
the
fully
thought-
newspaper.
in
done
and
orders
entire
of
convincing
order
hardly
of
merits
and
letters.
mail
an
of
thing
receive
to
supplementary
into
go
out
carefully
bring
to
draw
a
enough
matter
to
strong
of
lines
it
kind
with
uses
razor
advertisements
descriptive
he
what
next
follow-up
strength
safety
a
the
expects
though
even
or
of
just
calculated
with
and
system
order
is
provided
literature
ADVERTISING
experience
inquiries,
of
evolved
mail
by
advertising
number
ORDER
MAIL
tising
adverfill the
to
argument
or
orders
or
without
forms
of
article
much
magazine
the
advertising
more
or
tensively
ex-
newspaper
space.
The
and
and
read
be
shown.
efforts
to
convince.
with.
argued
in
business
surely
a
of
the
the
mail
booklets
lead
him
of
or
up
the
109
persuaded
possible
a
receptivity,
advertiser
that
will
purchasing
invites
pictures
more
Having
catalogs
be
to
see
mental
order
to
wants
to
type"
attitude
mental
matter.
condition
"Missouri
the
He
wants
descriptive
more
with
He
of
His
to
wants
further
is
reader
average
to
and
chaser
pur-
it is the
supply
him
skillfully and
point.
BOOK
110
ADVERTISING
ON
let
cheap, carelessly written,poorly printed book-
No
accomplish this
will
It takes
purpose.
wordcraft
write
to
"
bungler
Fatal
to Booklets
to
artificer in
or
fitted t0 write
market
A
long words,
editorial
showing the
the
There
able
be
totallyincapable of writing
reader
average
ability to
write
equipment
of
of
fillingthe mind
successful
The
of the reader
at
read
must
like
of
ring
the
and
once
keep
writer
then
fact that he is
literate and
the
desire
along logically
There
booklet
The
time
same
flippancy.
a
get the interest
point.
style without
the
with
describing.
it
truth.
in mind
yet the
art
is
to
take
the
must
at the
story and
a
would
be
the
carry
point
and
and
reader
he
ploying
em-
prerequisite in
sincerity and
of
the
booklet
and
understands
who
which
convincingly from
and
a
of the average
commodity
the
to possess
erudition
that
jectives
ad-
scholarly
a
first page,
is
writer
booklet
a
write
booklet
a
diction
such
ing
strain-
no
graceful diction
the
beyond
be
processionsof
to
and
polished
most
is
}s calculated
must
profound
most
sentences
that
wearisome
no
might
person
long
booklet
a
commodity.
any
after
the
No
good booklet.
a
Bungling
Phrases
in
master
a
must
be
must
writer
The
have
viduality
indimust
writing for all classes,
the ignorant and
illiterate,
the well
informed.
write
To
the
answers
time
and
what
a
charm
the
booklet
a
unschooled
mail
order
to
advertised.
and
uneducated
advertisement
is,indeed,
be
accomplished
sell the
a
fine
in
a
and
interest
person
and
by its clean and simple diction
cultured
must
will
that
the
art, and
booklet
particularcommodity
the
at
vince
con-
who
same
educated
yet this is
that
that
is
tended
is in-
being
TRUMAN
A
booklet
cheap
funds.
A.
A
is the
stea^s *nto
of Workman-
ship Necessary
the
upon
mitted
111
of advertising
quiet solicitor which
time
sales
no
do
tQ
catchiness
is the
man's
a
that
way
WEESE
greatest waste
good booklet
standard
High
DE
thought
would
agent
Much
of the
and
be
therefore
opening
in
a
per-
depends
and
sentences
the
style of phraseology that permeates it. It must possess
an
individuality of style that will immediately arrest
attention
the
is
There
depend
than
all the
master
have
advertised.
first
The
poetry.
sellingpoints about
of the
upon
the
second
the
shredded
with
him
a
wheat
taste
must
on
he
biscuit
the
whetted
good and
booklet
you
biscuit before
appetite is
taste
If you
"
he
shredded
to
on
the
wheat
is to
do
to
then
of
He
has
read
third
about
first line.
page.
of desire
A
even
the eyes
between
the
it in
or
him
to
come
see
first page
hit him
more.
must
not
talking
up
"primrose
the
must
the
point
reader
the
reader
not
will want
logarithms
thing
lead
The
are
the
booklets
writing
product through
page.
cannot
product and
a
will
sufficient command
and
of
orders.
You
apply mathematical
can
pleasing rhetoric.
the product unawares.
opening paragraph or on
paths"
for
rules
the
subjects
of
expressionto gradually
merits
the
guide for
bring mail
sequence
enough imagination
facile,easy
to
of
it.
or
will
commodity
you
writing
the
and
hold
chart
that
hard-and-fast
any
more
any
the
upon
lay down
on
booklet
a
and
defined
style of treatment
The
to
reader
well
no
of
production
to
of the
After
then
Let
his
it will
properly written
will transform
what
seems
stringsinto a delicious morsel. It will
do this by presenting the dietetic arguments in such a
palate,which, after all,
as to appeal to the mental
way
is the most direct route to the physicalpalate.
to be a bunch
of
112
BOOK
If you
brooks
murmuring
make
instead
of
enough.
take
language
well
as
the
work
of
the
last
page
of
purchase
outdoor
automobile
enjoyment
and
the
If the
is
than
missing
is
booklet
over
the
world
a
described
of
has
machine
other
any
terms
will turn
machine
the
of
each
by delaying
that
he
that
soon
come
popular mind
the
to
reader
firmly convinced
an
will
in technical
mind.
the
points of excellence
more
appeal
master-hand
a
of flowers
order,handling
lucidly,not
mechanical
the
to
as
to
fifty-sevenmechanical
natural
will
that
It is best
redolent
pages
the
up
tersely,clearly and
in
machine.
the
three
or
introducing him
gasoline; the gasolinesmell
Then
automobiles,
country
blossoms, before
points of superiority in
but
about
byways, past
flowering meadows, sweet with
and
first two
the
them
into
fifty-sevenparts of
the
to
reader
the
out
of clover
ineense
the
him
lead
to
ADVERTISING
talking to
are
it is best
ON
on
market.
But
the
by the
out
Booklets
press
cleverly written
most
unless
its
graphicalfeatures
Like
!,,i),i
standards.
I
artistic
equal
are
have
cheaply printed booklets.
turned
ever
will fail of its
gifted phrase-maker
most
PurP"se
Im-
booklet
and
typo-
to its
literary
believed
never
in
pleased with
a
shabbily dressed,ill-mannered
representative. Such
a
representative does
a
should
least
at
and
not
show
refined
thousands
of
and
presents the
The
and
this should
well
printed.
achievement
exterior
booklet
merits
of the
is the
of
He
of prosperity
evidences
possible purchasers.
shabbily dressed.
cover
is
good impression.
gentility.The
which
to
make
the
firm
No
an
It should
resentati
"reparticle
not
be
by the
impression is made
therefore be attractively
designed
It
first
should
represent
highest
is possible
the
designer and printerthat
^"lo"[h^:^e^T
for
b00k]et
"""--^^^SH5-^-ta-
A
collection
of
booklet
diversity
covers
of
showingand
de"ign
a
pleasing
form
and
artfatlc
114
BOOK
large
cities
agency
to
or
can
boats
in
mind
without
and
show
that
it
is
the
a
test
delights
summer
breath
of
of
outdoor
of
variety
of
beautiful
boating
ozone
make
must
inspection
of
or
selling
direct
can
He
or
question
store
no
particular
interested.
actual
largely
the
is
be
manufacturers
inspect
he
will
there
ports
the
which
the
have
lake
which
he
where
ADVERTISING
ON
him,
motor-
up
the
goods,
pictures
and
upon
of
sentences
them.
his
that
CHAPTER
''KEYING"
In
the
MAIL
advertisements
bring
of
keying
instance,
for
be
form
address.
use
this
of
New
Walter
be
inconceivable
keep
will
best
reliable
a
index
to
get
his
believer
to
the
To
the
promises
unfilled
line
a
in
J.
through
the
new
an
a
hopes
115
that
that
mediums
advertisement
value
of
advertiser
it
of
seductive
unrealized.
ticular
par-
any
is always
of
the
vexation
deceiver,
It
a
as
"Beware
worry,
are
I have
But
product.
is full
may
month
to
admonition,
is
advertiser
an
the
on
keyed
the
It
and
pany,
Com-
another,
on
month
advertising
It
Duane
and
in
so
kind
particular
familiar
disappointment.
and
and
name
Jones
York;
from
advertisement."
keyed
and
sound
New
inquiries
to
W.
J.
printed
the
213-219
Company,
this
mediums.
wise
the
of
system
pullers for
been
never
medium
plan
variations.
of
number
him
enable
one
Street,
Duane
of
in
another,
the
York,
variations
Jones
and
Company,
of
In
the
of
name
Jones
New
method
form
firm
J. Walter
Street,
in
219
record
a
is the
the
usual
the
the
diums
me-
measure
The
If
key
to
what
tell
to
change
to
Street,
keying
a
is
W.
J.
Duane
Jones,
By
and
number
a
York;
213
inquiries
possible
to
investment.
address.
would
Street,
as
Duane
to
it is
way
a
advertisement.
each
213-215-217-219
would
the
advertising
for
address,
such
most
from
ADVERTISEMENTS
advertising
in
the
returns
address
the
ORDER
order
mail
most
actual
XVI
full
leads
of
the
BOOK
116
ADVERTISING
ON
publicitypilotout
in fact,to erroneous
uncertainty. It leads,
of
seas
upon
conclusions
to the
as
vertisin
of ad-
value
in
to
general, for it is a fact well known
which
experienced advertisers that the medium
most
brings
the
results
in the
inquiries is
most
to
go
by advertisers
and
the
they
to
class
a
calendars
or
is not
heavy expenditure
medium
catalogs
in
pays
a
medium
a
rather
for
the
upon
than
which
the
small
contain
the
universal
record
the
upon
to warrant
that
also
advertising
an
who
greater
number
the
of the value
of
of sales at the
the
booklets
of
unreliability
of
any
this particular
the
advertiser, indeed,
number
Their
of persons
fair estimate
the
to
the
measure
A
booklets,
reach
on
end
swer
an-
of
ing
key-
of the
value
be
should
of the
inquiriesor
year
requests
keyed
advertisement
might
be
called
in the misty and
will-o'-the-wisp
foggy lowlands
mail
order
publicity. It quite often decoys the
away
from
the
mediums
largest number
of
particular commodity.
No
reach
the
of
advertising literature.
The
a
a
mediums
inquiriesfor
number
more
It is
free
happens
the largest returns
advertising medium.
based
the
of habit.
enough
often
possible purchasers,hence
as
for
sort
a
mediums
its advertisements
system
as
brings the fewest
investment, for
such
community"
certain
that
write
great
quite
It
which
that
merely
maps
class.
knowledge
people
of
purchasing power
or
order
terized
charac-
repliesthat are pulled by them
discounted
as
advertising mediums.
of ascertained
matter
go
mail
"a
as
is sometimes
what
more
are
which
one
sales.
most
mediums
Some
the
always
not
the
consensus
of
which
opinion regarding
what
the
of
vertiser
ad-
actually
possible purchasers
matter
the
may
keyed
of
be
ad-
TRUMAN
vertisement,
the
to
is
certainly
it is
possible
to
thjg form
in
The
it off from
advertiser.
mark
of
as
is asked
coupon
kind
some
will
each
on
with
is unnoticed
booklet
to hunt
letter.
up
than
his
It also
addresses
that
it makes
is that
a
other
some
the
and
the
The
number
that
mark
the
coupon
own
it easier
under
the
for
plan
stationeryand
simplifiesthe
requests
in
one
matter
form
is
advertisement
coupon
increases
the
tion
conten-
reader
which
write
send
to
compels him
or
dictate
they
a
all the
by putting
where
cilities
fa-
the
The
answering the advertisement.
for
for
behind
belief
the
or
to
out.
certain
a
cut,
was
up
them
be
may
tiser
adver-
the reader.
argument
on
credited
drew
certain letter
a
by
coupon
it
tinct
dis-
a
the
enable
ticular
par-
a
contains
publication
be
it to the
through
runs
which
tising
adver-
this coupon,
mail
publication
other
or
which
of the
and
In
catalog, is
to fill out
which
most
through
at
or
bottom
the
at
particular publication which
based
tising
adver-
coupon,
a
booklet
a
exactly from what
this way
inquiries may
The
of
advertising.
coupon
tell
combined
value
arrived
advertising page
the
Each
character
There
advertisement
the
are
for
or
reader
magazine
in
ability
concerned.
advertising
Q"
corner
one
page.
and
supplied
its
as
keyed
measure
practicallya request
to
far
in
advertising.
is known"
what
"Coupon"
Advertising
of
cut
is
the
is
that
so
value
results
accurate
Nature
printed
that
through keyed advertisingat all,the
space
is
it is worthless
order
117
WEESE
commodity
a
place for
no
mail
of
DE
generally conceded
advertising
measure
If
be
for
trade
the
outside
The
it will
advertising
through
A.
may
quickly and easilyarranged in alphabeticalorder
used in the follow-up system.
be
to be
BOOK
118
The
objection
lies
readers
in
advertising
their
of
pages
r
.".
Unwillingness
of
Headers
Cut
Magazines
have
all
form
at
the
to
the
corner
reader
of
legibly
these
It
is
magazine
for
coupons
which
of
is
publicity.
that
come
My
advertising
in
opinion
the
most
and
Very
is
unsatisfactory
the
for
by
of
many
are
in
the
not
style
coupon
form
any
address
provided
indeed,
that
hardly
advertising
indeed,
space
coupons,
ners
cor-
presented
name
limited
purpose.
on
own
his
the
advertising.
of
possible,
the
cut
came
ern
mod-
can
coupon
form
write
it
The
which
difficulties
not
to
distinctly
of
this
to
coupon.
the
fact
book
formerly
was
when
to
to
in
magazines.
value
typographical
decipherable.
order
the
it
reluctant
a
mcreas-
bound
pages
the
quite
the
and
inquiries
of
objection
from
the
subscribers
whereas
pages,
against
Another
magazine
year,
is
magazine
militate
comes
of
the
by
shown
advertising
reader
magazine
to
the
volumes
the
up
the
many
features
magazines
the
discard
to
binding
fail
of
is
of
of
pages
end
the
practice
of
This
tendency
jng
the
to
r
publication.
to
The
way.
are
attractive
most
magazine
this
magazine
modern
the
people
_
in
magazines
the
of
disinclination
increasing
the
ever,
how-
advertising,
of
form
this
to
mutilate
to
ADVERTISING
ON
of
mail
CHAPTER
STREET
Street
of
discovery
in
the
is
thought
the
compelled
during
was
the
when
mind
the
was
their
the
on
trolley
in
cars
of
in
day
evevy
the
of
patrons
their
attention
or
daily trips aside
side
opposite
the
population
street
engage
of
car
of
his
in
which
seized,
and
efforts
have
street
organized
an
to
of
from
the
car
adjustment
the
preparation
this
of
street
modern
of
field
indeed,
systematic
of
car
advertising.
119
the
and
space
into
activity
and
promise
to
on
the
magazine
a
resenting
rep-
and
changes
seem
a
of millions
country
recent
advertising
of
tunity
oppor-
developed
publicity
exactitude
characteristic
The
business
throughout
his
when
advertising
car
terior
in-
the
imperfect
meager,
the
time
a
to
and
mood.
advertising
car
street
riding
receptive
annually;
in
combinations
confined
was
from
at
passenger
was
of
advantage
take
ear
he
a
investment
dollars
street
utilize
phase
to
vision
in
spasmodic
now
the
obviously
was
of
of
range
of
of
to
the
beginnings
the
of
portion
opportunity
an
idleness
enforced
an
sit
interurban
its
in
from
them.
Here
well
and
had
good
a
who
urban
ride
to
time
the
evolution
an
portion
nothing
passengers
from
we
that
have
cars
is
and
certain
a
and
year
these
of
transportation
that
city
ADVERTISING
advertising
development
systems
each
CAR
ear
marvelous
XVII
basis
proaching
ap-
carefulness
and
paper
news-
\'4"
|j" K";.
of
Example
saving
the
securingthe
from
taken
matrix
matrices
these
sent
are
resetting-
of
trouble
of
uniformity
work
of
the
the
display.
routine
a
type
for
and
This
manager
of
advertisement;
newspaper
newspapers
advertising-
the
in
for
type
various
to
advertising
at
their
the
method
and
use,
same
simplifies
saves
time
thus
time
Of
advertising
car
.
"
Made
for street
reaching
he
of
bring greater
magazine
leasing
a
Space
or
a
card
car
chances
to the
I have
no
detail,for
in
myself
car
this
in
an
street
Journal:
in it costs
when
would
offers the
it
other
forms
of
doing
so
attitude
a
These
us
month, and
For
this
under
This
advertiser
I would
of
an
about
a
a
sum
average
figures that
run
these
the
twenty-two
is far from
for
the
arguments
the risk of
challengingthe
advertising
my
value
and
just
sufficient
and
answer
I have
it is my
to
how
any
placing
but
purpose;
is
the
opinion
attained
scope
that
of
from
in the
extravagant
as
is, the
it differs
done
in
of street
advertiser,that
publicity. This
propositions above,
furnish
$3.00
costs
or
of
about
reaches, let
each
come
paper
news-
magazine's one."
is written
this kind
a
big magazine
a
merchant, my
purpose
carefully and candidly point out
.1
in
costs
cars
$4,000.
dispositionto refute
manufacturer
card
car
Take
course.
Home
advertising,which
book
pended
ex-
instance,will present
132,000,000 possible readings.
street
money
100,000 possible readings.
advertisement
car
tising
adver-
car
advertising. The
in street
card
a
advertisement
street
of enthusiasm
for the
6,000,000 possible readers
assume,
car
street
newspaper
for
possible
advertising
even
100,000 circulation
each
Ladies'
the
page
is natural
way:
relative,of
are
that
returns
equivalent to
for
day
like
street
condition
company,
day, while
a
figures
of
mental
a
having about
per
This
business.
0f the
proposition in this
$140.00
those
by
might honestly believe
than
' '
efficacyof
directlyin-
the
expected. It is
concejve
^Q
would
the
is to be
and
Car
enthusiast
agent
for
.
Advertising
where
made
are
in the
terested
",
Claims
of claims
all kinds
course,
street
ADVERTISING
ON
BOOK
122
five
they
claims
HAM
TOAST*
A
bite; costs
made.
Vetefi"t
See
like above.
Ve"Se"l.
A
little,
easily
Somethingnew.
POTTED HAM
side of wrapper
reverse
fast
daintybreak-
for suggestions
feature,exclusively
new
"
ARMOUR
COMPANY.
1 w"".
"uu-oRl
mmf
Four
street
and
which
advertisements
car
in
picture
each
instance
presents
one
which
are
shows
or
two
easily
are
the
strong
and
selected
commodity
because
advertised
arguments
selling
quickly
grasped
th"
TRUMAN
that
By
made
keeping
mind
at
be
may
it is
and
street
product which
that
sell without
any
the
the
particular
advice
is interested
who
man
arrive
to
regarding
the
to
question which I
almost
commodity
any
be used
may
in the
week
street
place first
from
advertiser. himself
advertising for
has
that
in the
would
propositionsin
the first
say
consumption
day or every
advertising.
car
or
ing
in leas-
space.
Answering
I should
the
car
he
car
of street
logical conclusions
argumentation from
street
123
WEESE
self evident
almost
possible for
of
DB
in behalf
these
successful
value
A.
of
every
I
these, however,
largest
returns
be
to
rived
de-
drink
and
food
publicity all
car
people
vertised
profitably ad-
be
may
Amcmg
ears.
point
in
street
year
popular
of
all the
by
raised,
have
articles
products, wearing apparel, and all household
of
which might appeal to the interest of the thousands
in the city
to market
who
go
shoppers and women
they
where
to
stores
on
forms
the
of
street
the
do
getting
not
advertising
ear
the class
The
people to be reached by the advertiser.
in my
opinion must be susceptibleof universal
in street cars.
exploitation
lend itself to profitable
considerations
as
a
street
article
proper
would
cars
articles that
purposes
or
population.
are
for
which
to
rule
are
in all other
into account
take
of
same
come
turns
profitablere-
advertising,as
car
must
publicity,we
of
means
problematical.
and
of street
case
that
say
in
investment
an
this
use
articles which
class,I should
exceedingly doubtful
In
to
For
markets.
or
this
within
compelled
are
suggest
soap,
use
from
designed
special and
street
car
to
The
for instance,
successfully advertised
be
out
a
article
in
publicityall
peculiar and unusual
limited
portions of the
for
124
Answering
ADVERTISING
ON
BOOK
question, in
second
the
propositionsalready elaborated, it
"
....
Necessary
This
for
Copy
kind
commodity
of course,
be
said
"plain talk"
or
a
in
large enough
the
that
the
largely
general
a
the
upon
ever,
how-
way,
card
car
be
point. The
to the
street
be
must
striking picture showing
method
letters to
of
using
be
of the
in
both
car
the
easily
read
the
product,
the
concerning
statement
or
opposite side
product
and
quickly
and
daytime
night.
of
One
the
gratifying tendencies
is toward
which
consists
of
and
printed in good
however,
in
the
that
of
article
the
that
an
made
is very
little to
advertising.
and
In
mistake
from
By
street
a
street
in street
desire
of
way
car
strongest
car
to
say
instances
of
publicity.
car
talk
too
much
the
is the
advertising
pictorial,and the "plain
street car
advertising.
talk"
street
conclusions
advertising I give herewith
car
or
form
best
and
proper
greatest liability
The
on
it
is obvious
advertisingis that which
illustratingthese
street
about
effective
an
picture and
the
type.
character,
a
said
be
strikingpicture is
pleasing combination
thing for
such
description,it
or
many
presenting
clear, readable
is of
argument
attractive
each
product advertised
for the
strong,
vertisin
ad-
car
ing
style of advertis-
talk"
advertised
there
of
way
of street
series of cards
a
particular claim
Where
"plain
the
some
to
In
the
the
or
and
depend
must
and
product advertised
at
lucid
that
attractive
an
necessary
advertising should
car
advertised.
be
to
it may
from
street
terse, snappy,
of copy,
either
for
copy
hardly
sagacious advertiser
tell the
to
_
is
light of
the
in
cornea
regarding
samples
each
"sermon"
card.
car
of the
class:
the
style of
CHAPTER
XVIII
OUTDOOR
Not
all the
people
Notwithstanding
kind.
any
of
one
inquiries
learn
how
not
subscribe
The
children
at
large
a
to
any
absorb
parents
of
events
a
past
private
the
pedagogical
the
schools
high
to
In
the
of
by
Bill-Boards
impressions
other
minds
lines
the
eye
of
125
the
guages
lanEven
butions
contri-
the
parents
of
in
receptive
advertising.
small
boy,
the
Their
activity.
keenly
main
re-
best
the
happenings
human
outdoor
dead
annual
thought
daily
of
all
devoting
loafers.
therefore,
are,
by
their
current
the
public
knowledge.
therefore,
of
on
created
poster catches
making
the
regarding
teaching
educated
ignorance
them
many
still
useless
homes,
various
but
are
does
description.
from
and
to
and
surprised
intelligence
of
matter
cities
be
any
interest;
of
army
thinkers
Beached
of
of
streets
population
the
schools
still
are
thousands
in dense
of
unfortunately
gray
literature
the
will
you
periodical
imparting
and
and
current
schools
and
of
sands
thou-
many
enlightened
and
smattering
or
are
one
percentage
public
to
go
ing
notwithstand-
and
there
down
door
every
covering
piece of periodical
a
and
up
intelligence
information
activity
progressive
most
our
make
to
Go
of
education,
read
newspapers.
popular
to
human
free
seldom
who
of
of
system
our
claims
of
and
magazines
dissemination
department
every
read
our
wide
through
ADVERTISING
not
The
to
cus
cir-
because
126
BOOK
of the
but
feats
daring
because
A
in his home
may
definite
has
it is
and
newspapers
do
more
to
who
a
or
than
deeply engrossed
in
sentence
the
in
But
outdoor
It must
reach
of
more
to
as
the
those
too
tising.
adver-
ordinary
flashes
advertiser
a
railways and
the
lease
can
for
space
the
between
the latter
are
elements
used
of
In
fact, all
does
must
kinds
Painted
than
and
signs
boards
vertisin
ad-
ers
post-
are
longer
than
erally
genand
printed posters. If
be renewed
of
not
rather
economy
the
the
on
of bill-board
painted boards
better
they
painted
are
value
advertising value.
remain
on
effective,
withstand
rains.
access
are
shape of posters
considerations
involves
degrees
must
city streets,in fact,wherever
in the
on
argument
difference
The
advertising
have
on
It
effectively
bill-board
read
advertisements
the
pasted
affect the
in.
comes
of boards.
Whether
or
read
doesn't
bill-postingor leasing company
boards
to
who
affairs,
owl
places
the
or
steal
of the human
see
the
business, to
the
to
woodshed
doesn't
that
their
unexpected
the erection
boy who
to reach
class which
with
these
country highways
the
class
magazines.
busy
Before
the
has
bill-board
the
conditions
these
reach
too
gets few
receptive mind.
ordinary advertising literature.
are
he
and
large percentage
very
the
But
the
and
open
is where
here
convincingly
in
large library
a
friend
a
spot behind
advantage of
takes
to
anything.
keenly
a
So it is with
family; and
pictorialart in
pictures or printed
the
access
from
book
a
to have
apt
with
has
about
secluded
a
to
acquire literarytaste, but
impressions
to
away
who
boy
borrow
to
unused
ai?e
surfeited
not
literature.
trapeze performers alone,
of the
his eyes
colors, hence
ADVERTISING
ON
outdoor
after drenching
advertising
128
BOOK
fact, it
in
"
ON
"reminder"
cigar
or
however,
that
from
Bill-Board
bill-board
him
my
Central
train
to
from
eye
the
the
sign in big,strong letters are
Soup." If this old and well
in
the Heinz
"reminders."
The
itself to the
is in the
is,"What
differ from
on
too
other
the
rapidly for
It must
will
for
directlyto
the
reads:
"RED
argument
and
whets
hungry
every
house
"
the
and
for
and
has
a
dinner
money
for
does it
tell
cannot
making
to
tomato
it all.
read
or
some
ing
style the sell-
appeal quickly
supplied
hour
window
How
likes soups,
that
suggest
or
car
you
will
the
and,
has
is
comes
It
RICH
in
also
"
"smack"
enough.
sure
line.
WITH
appetite is argument
the
be
lucid
the "smack"
thing
would
sentence
TOMATOES
is where
line
did, the train flies by
some
who
person
boards
bill-
of the
of
perience
ex-
erect
passenger
which
soup
RIPE
Here
the
are
this
Heinz
enough,
CREAM."
of any
in terse
embody
argument
and
eye
possible to frame
be
line that
the
if you
wide
to
arise
may
course,
Tomato
with
spending
process
York
top of this
is it made!
Of
that
the
this
looking out
large
a
New
satisfied
soup? How
is
food
the
house
that
who
"Heinz
words
is not
and
bill-boards,
reason
varieties
57
of
known
soups?"
new
Here
Across
the
story of the Heinz
whole
soup
is
the
bill-board.
breakfast
a
of
window
question
of
consumer
again.
house
house
who
man
the
of
"reminders"
simply
But
a
to
advertising were
as
the
a
r
morning.
every
present
use
it
eat
by the
erected
catches
enough.
food,
meat
the
occurred
never
discontinued
induce
may
'
the
save
may
may
ImpresEeoeived
and
line
one
T
Bions
board
bill-
the
breakfast
a
contains
strong line which
This
.
Quick ,
it is
whether
selling argument,
"
tell from
possibleto
automobile.
an
One
be
not
may
ADVERTISING
to
If
approaching,
it
you
this
A.
TRUMAN
line
is creamy
taste
tomato
or
enough
and
for
what
soup,
WEESE
rich
enough
could
red, ripe
palatable than
more
DE
be
129
make
to
you
appetizing
more
cooked
tomatoes
with
?
cream
From
or
three
the
Danger
all this
it may
strong lines
which
tire
in Outdoor
vertising
outdoor
easily deduced
composed
contain
of
the
on
advertising.
meat
or
the
of the
in
danger
confronts
en-
should
forms
other
or
great
which
same
pith
two
words
all that
are
bill-boards
The
that
terse, short
selling argument
appear
advertising is
be
the
of
outdoor
advertiser
HEINZ
TOMATO
SOUP
OF
ONE
RIPE
RED
bill-board
with
suggests
in street
too
much
of
the
There
the
"smack";
an
ear
argument
possible
signs
artist but
'
WITH
CREAM
it does
more
in the shape
than
of
an
the product
merely name
appetizing description
advertising,the danger
into space
are
57
TOMATOES
RICH
A
THE
which
consumer
that
which
picture,indeed, may
command
can
for
reflect the
possess
be such
but
trying to
the
a
few
crowd
attention
moments.
highest attainment
little
a
of
it
"
selling power.
conglomeration of
of
One
colors
130
BOOK
ADVERTISING
ON
destroy the entire advertising value of
The
color
bill-board.
give you
printer may
to
as
elicit the
sellingpower
it
when
fail of its purpose.
advertiser
embellishment
in
try
eight
colors
the
have
sellingforce
something
do
must
cultivated
or
instinct.
in
may
of
Attention
has
the
poster copy
A
dd
been
for
who
called
must
Oil.
art
seDse
veloped
highly deof
uses
a
in its
contain
sellingargument.
the
to
a
the
show
of the
but
poster copy
to the
have
or
and
community
respond
must
Omega
the
Successful
vital element
the
in the
aesthetic
pictorialillustration
regular lines
door
out-
highly
those
It
the
phony
sym-
than
of
of
landscape. A
whatever.
more
taste
art
product
be
may
to its
as
nature
upon
local
of the
artistic standards
elevate
no
improve
to
decoration
or
an
lamentably
it may
business
the
It is not
to
final test
to the
comes
publicityvalue
real
or
of the
commendation
praise and
society,but
art
such
picture,so perfect in technic, that
finished
artistically
it will
large
a
recent
Nearly
change in
student
every
"*"
s
Change
the unique and
advertising remembers
artistic designs formerly used by this com[n fta street car
advertising. One of
pany
n
in the
of Pictures
se
these
designs which
edify
the
small
flock of geese
a
boy
boy
and
a
of
in the
to
street
bag of
when
you
entertain
amuse,
showed
car
add
a
and
boy,
flock of geese
A
corn.
a
and
brought into close
always interesting when
are
juxtaposition,but
bag
served
a
third
object like
a
introducing an element that means
trouble
for the small boy, especiallyif it is his duty to
culated
The picture was
well calguard the bag of corn.
one
corn
are
you
to attract
all this
to
do
attention
with
Oil"
Omega
words
"Omega
of
card, but mortal
the
were
and
comment,
Oil?
but
what
It is true
printed in
the
intelligencewas
upper
not
had
that
the
corner
equal
to
This
advertisement
and
associates
whitest
that
flower
no
a
that
extended
the
brand
of
mineral
grows
in
such
copy
impression
is
needed
intended
water
graphic
a
to
convey
with
manner
the
puresf
Home-Making
home-lover
Every
does
make
lo
ktf the
thousand
keeping
.easier"
room
shades,
fH'tnilsuii's
welt
hands
curtains,
whisk
Th"n
Dennison's
ice
Wedding
natural
table
the
so
lamp
and
invitiny,
Parent
i.gein
\*#K
""?*"-!
baskets*
Sets, and
the
place
needed
Pin
arid
in
pt J
'K''?P
Crepe
of
fc
linen.
the
i^
home
pjctin
until
a!
that
Sealing
the
pen
leak.
never
marking
lor
Dennison's
parcels:
Perfumed
so
Tubes
Labels
pxesand
Outfit;
Boxes,
,
shades;
'
Mudlu
Gleaning
pJ}-3
"'
eye-delights,
il all kindsul
ou!
'fof/-%
imagine
waste
take
most
^Sfe?j
"
whjch
vou
Lunch
things
and
with
other
Dcr-uratinns:
more
ima.ninable
boxes,
endless
and
House-Hold
Cake
plainest
candle
and
bon-bon
cups,
Isi""ti*K 'ruble.
tin
T;
Jewelrv
flowers
costumes,
and
dti
Dennison's
and
the
designs,
P.
Paste
'home-
make
in all
Paper
festoons,
covers,
Passe-partout
Glue,
collect
or
J)"
Handy
Dennison's
son's
pot
that make
Napkins
heautilul"
beautiful
create
mav
hats
comes
most
garlands,
flower
holders,
Crepe
the
in
as
fragrance;
Dennboi
wli.n
mure
beauty,'
of
inexperienced
their
know
and
little tilings ol utility that
Wealth of art that makes
comes
as
should
land
coinlor table
mure
of the
bower
a
First
the
m
burnt'
Jewelrv
Cabinets
Desk
Wax,
in
dry
runs
clou.
everything
-Supplies,
about
idling
Home
iemu^ond
That
has
prepared.
plates,
how
most"
decorate
for
works
which
of
Dennison's
vou
to
send
with
a
world
be
to
ten
cents
well
If
postage.
and let you
Oeimisoii
goods
HtVI
26
is
to
more
copy
mlsiible
of
in
the
this
in
by dmkn
Franklin
IS
John
Address
w
tin
Kept
wsrywhm.
St.
St.
Franklin
413
North
SI.
St.
1lh
of
commodities
advertisement
raoit
m.
intention,
return
COMPANY,
Chestnul
128
line
long:
a
carry
pictures
LOUIS,
we
bargain.
business
or
good
will
Waiters,
1007
CHICAGO,
effort
sold
YORK,
PHILADELPHIA,
attractive
the
in
pictures
systematize
knowing.
vour
satisfied,
ho
store.
are
Tag
BOSTON.
successful
to
MANUFACTURING
The
A
book
nearest
our
DENNISON
ST.
not
are
the
keep
at
iust
so,
vou
the
k
to
paper"
to
housekeeper
show
want
magazine
how
worth
the
to
illustrations
vou
Tissue
transform
to
dollars
tor
and
Crepe
Passe-partout:
indiscriminately,
sent:
of
how
things
verv
Diction
Dennison's
endless
pages,
2.,c
the
"hows"
is worth
doing.
is
ol
glance
everything
other
of
Dictionary
valuable
Dennison
book
a
nights,
parVv
Dennison's
and
art
at
you
and
flowers
holidays
and
housekeeping,
tells
make
to
veritable
is too
know
wbai
may
A sell-indexed
everyone
been
colored
Helps
magazine
St.
talk
with
series
a
advertised.
than
patrea
of
There
is
per-
unusually
TRUMAN
of
job
the
Oil and
figuringout
To
all appearances
perfectly sound
need
of
and
this
decorating the
of
art, we
to
adopt
uses
a
method
of
Omega
a
wide
uses
who
suffer
of
boy
that
the
be
in
small
thousand
or
dollars
with
country
boy
were
immediate
no
gems
decided
actually showed
of the
of geese
flock
and
the
studies
interestingphoto
Oil in
geese
suddenly
instead
bag of
bruises, cuts
many
company
the
Omega
the
or
the
for
of the
Oil,and
from
boy
publicity which
of
Omega
between
and
to
good
cars
devour
to
series of
have
the
a
street
told
are
threatening
small
appeared
spending
in
the
the
particular remedy
sprains. After
131
WEESE
connection
any
flock of geese,
the
corn.
DE
A.
the
showing
alleviatingthe pain of
sprains, rheumatism
we
corn,
and
those
other
ments
ail-
of this character.
But
right
societies
and
here
^.,...
conflict
for
BiU-Board
Advertising
protection of
the
highways
of country
and
state
the
by the
ruthless
derives
on
with
unabated
landscapes. The
legislaturesare being
and
from
forces
or
controlled
society
the
vigor
The
art
is
and
influences
to
art
working
highest standards
reference
against their
the
society would
bill-board
every
advertising.
and
poster further
that
outdoor
by
a
"for
to
year
crusade
that
can
be
year
rayed
armanded
com-
advertising
outdoor
have
are
The
the
art's sake"
bill-board
and
the
city beautiful would
in colors reflecting
symphony
for
of the
sellingpower
ment
disfigure-
greedy corporation
the
prosecuted from
is
all the
agencies.
of
profit from
bill-boards
war
have
hand
beauties
scenic
petitionedto protect country highways
the
art
organizations banded
together in
and
interest of the "city beautiful"
municipal authorities
and
the
J
,
Hostility to
which
with
other
the
"
into
come
we
or
the
art
schools
without
publicityvalue.
any
132
BOOK
civic
The
slow
are
ON
improvement
recognize
to
ADVERTISING
legitimate place
face
of
crusades
inaugurated by these
short
an
of
public nuisance.
forms
Failing
of outdoor
the
lovers
their
of
the
outdoor
is
"Are
as
This
of
their
wealth
buy
in the
all eaten
would
the
up
There
condemned.
of
of them
some
and
like
to
grow
which
display
printed
on
are
paper
are
pretty
painted in oils are
although there are fairly decent
Those
them
one
as
very
a
not
are
people
work
for
endurable.
moderation.
in
that
cartoons
and
reserve
we
more
"
good
"
bill-board
be
would
our
fine
as
that
our
on
design
good artists that
boards
usually
in
studied
show
If the
same
in
excellent
vulgarity.
lithographic establishments
fellows
terances
ut-
have
They
made
are
Occasionally some
Those
by
League,
signs
the
are
proves
the
boards
are
signs
signs; which
with
even
and
establishments
of
magazines,
might
Art
magazines employ
the
The
employ only the
We
be
and
better
matter
cepted
ac-
of the question
No.
usually excellent
are
charming.
Our
view
advertising matter
the
as
But
sometimes
few.
earth,
directing
now
then?
pictorialcovers,
covers
can
are
a
all
wipe
to
Municipal
all wrong,
business.
the
artists,
advertising as
face of the
saner
Chicago
right to exist
places
stop
deliveringthe following sensible
question:
this
magazines,
not
as
bill-boards
much
first
did
attempt
the
a
The
advertising is admirably reflected
quoted
on
earth.
has
securing greater conformity with
to
secretary of the
who
the
society
art
bill-board
outdoor
beautiful"
"city
artistic standards.
of
the
the
advertising from
the
energies
in
the
societies
to abolish
attempt
and
fact that
the
the
on
club
cannot
mirable.
is ad-
of them
in the
class
better
designed by artistic
lent.
excel-
good; perhaps
not
good
as
examples."
a
rule,
XIX
CHAPTER
PLANNING
AN
first
The
ADVERTISING
thing
is the
campaign
regarded
this
simply
is not
longer
as
difficult
a
disguise
to
dollars
thousand
If
dollars
the
consumers.
the
public
talk
possible the
as
Cost
of
by
acquainting
personal
economic
Even
and
if it
were
prohibitive.
be
manufacturing
universal
general
a
grm
^e
a
well
known
the
consumption
will
the
generally
retailers
for
so
advertising
doing
there
of
business
is
no
economic
modity
com-
problem
itself
adjust
basis.
advertising
cost
labor,
selling
and
through
134
for
At
for
raw
The
is included
distribution.
wholesalers,
of
the
insurance,
advertising.
method
known
a
constitutes
aside
set
much
houses
most
such
production.
is
for
much
in
so
For
expense
of
much
so
year
selling,
expense
fixed
annual
of
much
so
for
of
upon
of
material,
house
would
paid
through
impossible.
advertising
items
the
beginning
much
is
of
modern
under
hundred
price
the
except
"
thousand
two
way
for
.
Regarded
one
other
no
and
this
for
of
a
goods
firm
old
an
.
Fixed
the
expense
intended
.
is
"
this
of
any
pays
hundred
out
come
production
consumer
two
If
attempts
one
the
costs
There
with
No
that
of
cost
commodity
must
conditions
industrial
For
it
a
solicitation
and
fact
advertise
to
the
problem.
the
advertising.
the
of
vertising
ad-
an
expended.
be
to
amount
part
a
planning
in
considered
be
to
CAMPAIGN
in
If
pense
ex-
the
it is
jobbers,
tracing
so
a
or
definite
TRUMAN
results
year
from
DE
advertising.
The
for general
must
go
the
house
and
cost
A.
If the
135
advertising appropriation
publicity. At
figures up
profits.
"WEESE
the
business
business
the
of the
shows
an
appropriation for advertising is renewed
regularity as the appropriation for raw
firm
has
what
learned
in
pays
that
advertising
the
the
away
previous
do
not
advertising methods,
that
conditions
Perhaps it
advertising where
organization
There
a
product.
In
and
director
to
must
selling force in the
it is
that
averted.
a
must
for
a
that
radical
wears
from
in
change
other
partment
de-
meet
new
the
in
desultory
selling organization
action
They
for
at
follow
must
basis.
them.
scheme
work
cannot
nated
co-ordi-
effective
between
poses.
pur-
tising
adver-
advertising campaign
reference
with
these
keep
in very
If there
remedied
in
is
the
the
touch
close
a
lack
business
if ultimate
must
trade
to
conditions
keting
mar-
cross
the
up
loss
to
ing
sell-
The
be
must
successful
know
field.
lions
Mil-
advertising.
by advertising.
vital weakness
be
is
of
annually
no
in any
conducted
order
it"
decrease
a
advertising
working and
They
and
campaign
planned
the
selling force
The
be
is
harmonious
be dissociated
cannot
The
continuity
water
of
away
created
and
same
market
a
up
fault of the
the
smooth
a
be
must
a
there
demand
the
selling plans and
reorganization to
thrown
are
the
competition.
and
is not
of dollars
upon
in
increase
material.
shows
question
require
of trade
supply the
business
a
the
with
is the
of
dropping
it is
years
It
pay.
If the
stone.
year,
occasional, spasmodic
gradually builds
constant
of the
everlastingly at
that
"
publicity spurts
advertising that
product,
"keeping
end
ditions.
con-
tising
adver-
with
the
of co-operation
zation
organiis to
be
136
BOOK
If
the
ON
decrease
a
of business
it is therefore
year
krancnes
Keeping
well
ircn
in
on
the
has
the
food
baby
in
money
for
of the
the
advertiser.
to
reach
in the
the
classed
every
clime,
has
it is
been
selling argument
shown
has
no
other
paid for by
people
an
ing
spendThis
sents
pre-
that
certain
a
who
of
ceded
con-
of
advertiser
interested
automobiles
in
tises
adver-
yet it is perfectly
of
percentage
front
con-
amount
every
be
may
product
human
that
race,
plainly obvious
little "waste
devoid
not
been
elors'
bach-
circulation
magazine readers
be
may
of every
that
of reason,
presented
the
by
eaten
in
and
age
advertiser
the
circulation."
advertising itself has been
the
It has
not
food
a
for very
Perhaps
copy
be
much
too
quite generally
that
men
If
possible purchasers of automobiles.
of the
member
paying
small
as
of
case
every
is
unprofitable
manufacturer
a
has
been
circulation."
general magazines, and
plainthat only
In
the
A
product.
be
must
"waste
It will be
by advertising
in order
using
principallyin
seen
a
race.
interesting problems
most
useless circulation
has
the human
been
has
he
are
and
useless
one
as
If it is
people.
publicity department
money
of
question
that
The
much
too
of
sort
portion of
perhaps
mediums
clubs.
can
organization
advertising director
the
going after the beardless
a
other
advertising department
The
right
perhaps
razor
into
Perpublicity department.
appropriationhas been expended
the
reached
of
end
the
mediums.
wrong
safety
his
business
*fle
the
at
inquire
to
proper
"^
as
haps
not
it is
is shown
Check
Waste
on
ADVERTISING
argument
The
weak.
or
vital elements
tion.
sugges-
of the
convincingly. It
knowledge of the product.
effectivelyor
intimate
like
individualityof style. It is too much
advertisingthat is prepared for products of
has
It
all
the
"-
V
Down
it"K
-
in
Jamaica
FRUIT
UNITED
homes
4-uVWlCATION
ERIE
COMPANY
RAILROAD
SEABOARD
LIMITED
FLORIDA
ft
ZERO
;.
I
80
24
iff
HOURS
W.ECONKLY
In
this
group
has
of
portrayed
average
advertisements
the
reader
for
needs
that
take
transportation
are
a
trip
best
on
companies
calculated
the
various
to
make
line"
the
the
artist
In
these
^pC
Little
Oa
advertisements
descriptive
there
matter
quality
lg
with
of
a
some
the
graphic
association
particular
thing
advertised
and
of
nent
promi-
text
and
TRUMAN
class.
same
by
to
It has
has
or
it
put
If it is
loss
the
over
Advertiaement
from
ascertained
it is
and
with
it is easy
basis
for the
campaign
is to be
sold through
without
the
a
uncertain.
winning publicitycampaign
a
methods,
of
commodity
one
there
though
and
a
judging
a
are
points
a
the
is worth
with
strewn
for
even
fail to
lay
be
the
out
for the
ideas.
The
in
the
new
principles
marketing
product
similarity in their
in
even
nature
experience is
more
than
advertising
of
for
advertising
man
knowing
the widest
product.
one
to
make
a
son
rea-
copy,
new
are
must
but
first year
fact that
the
guide posts
the
may
the
ence.
experi-
guide in advertising. Cleverness
be interested
class of people that may
in the
an
definite
suggestion,
man
solved
be
must
safe
particular product and
them
product that
sell another
of
definitely
new
from
where
new
not
It is therefore
uses.
always
and
may
this
returns
profitableand
that
successfully applied
been
have
that
mediums
new
a
one
calls
product
new
in
a
highway
and
ad-
year.
for
is
a
sagacious advertising
that
the
advertising expert
The
advice
for
upon
dealers
of failure
few
most
a
order
mail
Upon
next
groping along
wrecks
drawn
shown
simple problem
a
plan
to
figuresadduced
aid of
countless
and
the
have
who
has
exactness
the publicity problem
It is
study of
agents
which
advertising investment.
each
But
the
business
calculate
to
effective
with
a
definite results from
vertising
arithmetic
made
ten
writ-
been
shelves.
order
trace
an
on
It has
previous year's business the problem is a
It is easy
to
comparatively simple one.
Checking
Returns
dealers'
137
WEESE
never
talked
mail
a
has
never
the
on
DE
selling force.
no
who
one
some
product
A.
how
to
not
in
in
reach
experience gained
It is not
millions
unusual
of dollars
in
BOOK
138
the
of
manufacture
make
for
.
is the
Market
World
Whole
and
jobbers
dealers
to
watell
is to
worn
by
enough
to
carry
the
the
as
It is
The
trade-mark
thing
to be
The
I
article
an
trade-mark
and
enables
In
the absence
of
people should
where
why
made, why
the
in the universe
old
without
saying
appeal
to
race
vertiser
ad-
The
patterns.
to.
question of
is the
ardent
an
is all the
planning
is in
name
a
it needs
all the
advertiser
that
has
trade-mark.
a
for
a
keep it there.
anything to say about
talk
or
of advertisin
purposes
to fix
winning
reality the
commodity
a
in
believer
commodity
for in
Only
commodity
to
it is made
in
a
day
from
month
product,
a
particular
buy it,the advertiser
trade-mark
from
the
good
the
and
why
of
serves
public mind
it is
not
behind
in the
magazines
It
gives little opportunity
a
how
am
A
little sellingargument
on
use.
goes
whole
ask
ever
of all trade-marks.
changes
being
sequence
con-
demand
a
of universal
considered
name
I would
argument
the
wholesalers
creating
in all sizes and
advertisingcampaign.
Where
through
jewelers is of little
of
or
the
on
Whether
through
gold
product
the
making
is to be sold
watch, for it
a
trade-mark.
a
trade-marks.
best
mand
de-
a
is his market.
first
adopting
be
a
in
consumers.
human
every
it will be made
world
create
watch
new
a
that
problem
therefore,has
The
put
direct to retail
be
that
experience
watch
a
for it is concerned.
may
to
market,
far
to
attempt
an
no
is about
or
so
with
firm
a
sellingwatches
_
in
then
product.
another
Suppose
and
particularcommodity
a
failure
dismal
a
ADVERTISING
ON
can
work
to month
way,
the
in the
But
day in newspapers.
a
product gives opportunity for strong reason"talk"
the constant
repetitionof the trade-mark
or
to
140
ON
BOOK
made
not
ADVERTISING
and
advertising campaign
selling plan
the
The
goods.
the
must
go
in hand.
hand
for reaching the
much
So
however,
his
through
the
entirely to
In
a
paper,
for
copy
the
ums
medi-
those
of
channels
be
must
reached
is devoted
that
paper
facturer,
manu-
jewelry trade.
and
watch
preparing
jeweler
The
trade
own
neglect
to
jeweler through
the
interest.
trade
own
The
consumer.
afford
cannot
reach
which
his
handling
for
arrangements
such
campaign
a
the
same
principlesof publicity apply to the preparation of copy
^or *^s
product as those which apply to
a
a
st
d
f
sellingPoints
thing
and
the
the general plan
deciding upon
appropriation is to ascertain the "selling
What
the
Clearly it
watch.
points about
the
are
is the
"What
public?
but
has
of
very
large percentage
day."
buy
watches
have
only
time.
If
they
The
and
the
watch
wide
It
about
a
it is natural
timekeepers.
and
range
is very
selling point
to
of man's
be
the
tell the
to
A
a
rest
of
world
measure
that
use.
of the
by
moves
the
no
accurate
upon
assume
watch
appointments
hours
to
ness
busikeeping.
time-
the
clock.
that
cover
activities.
obvious, therefore,that
for
"to
"
watch?
a
"
professional world
is supposed
of
use
to
particularfunction. They
watch
its abilityto ter
regis-
accurately would
industrial
appeal
possible purchasers will
watches
transactions
The
A
of this
accurate
want
that
therefore, that
assume,
of the
they buy
keep time
not
them.
idea
one
watch
principal
It is fair to
because
a
important function
one
time
did
The
use.
after
do
to
points" of
that
commodity
other
every
susceptible of universal
ig
that
first
the
advertisingof
the
Product's
advertiser
to
work
the
strongest
upon
is the
"
TRUMAN
of
accuracy
watch
the
ring
can
A.
the
as
a
changes
on
will
gradually impress
this
is the
every
for it. He
drive
watch
point
a
So much
for the
keep time.
But
other
"
afford
a
a
in
point
be
the
way
that
idea
that
give
The
of the
some
of the
important
most
only
watch
the
skill of
the
advertiser
for
copy;
the
wear."
artist
the
watch
of
as
signal achievement,
regard
but
An
the
good
esteem
chaste
and
personal
for
the
man
that
demand
watch-making
watchsmith.
taste
for
as
of
art
details that
fit to
"
industry, a gift
for
not
birthday
the
man
choice
"
here
or
without
of
woman
giver's
the
piece
of
elry
jew-
is abundant
devise
calculated
are
membrance,
re-
giver.
expression of
is to
this watch
a
"
only the loving
a
be
in
reflects
adornment
will
well
of
refined
who
these
To
work
a
class
testimonial
of the
remembrance,
or
for
a
timekeeper for
accurate
a
affairs,
reward
a
present that
a
this
to
as
watch
a
upon.
be
must
of
appeal
picture
in
who
people
think
drawn
not
can-
watch
a
highest craftsmanship
the
person
a
be
must
buying
of
the
"
To
appeal
must
these
upon
"to
thinks
who
"
watch
a
for
copy
advertiser
The
adornment
the
buys
reasons
that
class
"jewelry"
as
jeweled product
bestow
other
are
personal
something
as
class that
"selling points."
of
a
there
method
accuracy
first and
in
upon
"bull's-eye"
home.
purchasing
tiser
adver-
depended
can
the
the
neglect the
to
means
regard
for
this
be
to
watch
as
The
he
use
timekeeper is
a
timekeeper.
can
sellingpoint
141
who
writes
exploited by the man
originates the advertising campaign.
and
to
this
as
that
should
WEESE
public with
the
of life and
emergency
reasons
to
watch
one
DE
a
to
terial
ma-
of
series
create
interesting only
ular
pop-
a
going into
vertisem
ad-
those
to
the
XX
CHAPTER
.ADVERTISING
the
the
trade,
manufacturer
who
advertising
presents
co-operation
the
in
the
be
who
magazine
ask
through
of
effective
problem
a
and
department
advertising
be
must
a
prepare
If
the
calling
by
replies
series
of
the
tor
fac-
a
product
ventures
sell
they
attention
to
plates for
pretty
manufacturer
""Will
question,
of
knowledge
no
advertising.
the
artist
has
will
advertised
to
product
selling machinery.
artist
An
him
With
sells his
advertising
the
between
selling force.
THE
TO
DEPARTMENT
SALES
To
RELATION
ITS
IN
goods?"
their
to
the
artistic
beauty.
But
will
experience
of
manufacturer
the
insist
which
publicity
which
reveals
He
knows
contains
that
of
advertising
the
the
selling value
spent
money
selling
no
knowledge
no
had
has
knowing
upon
advertisements.
the
who
and
arguments
is
product
for
poorly
invested.
He
must
knows
co-operate
also
that
with
and
organization.
which
advertising
in
manufacturer
the
has
offer
are
two
manufacturer
countries
no
in
will
or
the
in
mediums
space.
142
be
to
plans
kinds
not
of
localities
which
effective
of
ing
sell-
the
advertising
consider:
selling organization;
advertisements
to
fit into
There
wise
the
advertising
first,
where
the
second,"
have
a
time"
one-
gain"
"bar-
A.
TRUMAN
The
manufacturer
advertisingknows
in countries
who
that
had
has
to handle
the
experience in
any
is
there
is money
goods
advertising
for
expended
money
localities where
or
143
WEESE
DE
selling organization
no
largely thrown
away.
Of
this
course,
does
propositions,but only
novice
advertising
in
over
readily and
who
that
products
order
mail
to
retailers.
expand
to
wants
persuasion of
the
easilyto
the
sold
are
the
But
his
ness
busi-
to
yield
larger territory is apt
and
new
a
those
to
agents, jobbers and
sales
through
apply
not
advertising
solicitor.
has
He
selling organization in Brazil, for
no
goods
His
have
wholesalers, jobbers
the
hence
for
United
have
sold
not
are
many
and
States
been
country.
in
building
his
Brazil
in
retailers
and
in that
years
introduced
been
never
has
He
taxed
the
supply
to
been
in
trade
a
up
productive capacity and
constantly
ample.
ex-
to
and
gaged
en-
the
resources
domestic
demands.
But
along
of
Brazil.
is
The
a
publication looks
his
mere
products
idea
the actual
But
would
in
visions
with
from
come
Brazil.
magazine
creating
any
after he
contracts
publicity where
put the product
retailers.
the
reference
to
learns
by
the
ing
sell-
selling of goods.
organization and
to
for
demand
a
captivated with
for
he
space
costly experience that advertising must
for
his mind
great profitand
of the
is
He
in
published
promising, and
publicity without
of wider
persuasive representativ
eloquent and
attractive
very
suddenly filled
prestige that
the
comes
that
there
on
the
it is useless
is
no
shelves
soon
follow
to
spend
money
selling organization
of wholesalers
and
BOOK
144
goods
for the
demand
part of
the
on
forced
be
will
dealers
..
if the advertiser
that
contended
It is often
a
ADVERTISING
ON
the
consumers,
de-
the
supply
to
...
Advertising
created
thus
mand
Follow
Should
the
creates
Salesman
of
way
stocking
up
j"
",,
and
will
with
the
nnd
soon
j
a
This
goods.
who
plausible,but is deceptive. Manufacturers
markets
had
have
experience in. going into new
with
their
sounds
commodities
the
selling agent blazes
Even
in
though
is
retailer who
line of other
selling a varied
the
paign.
cam-
created
be
advertising, the
extensive
territory through
new
a
goods might
for
when
advertising
the
for
way
demand
a
attained
results
best
the
and
laid
are
tions
founda-
the
that
learned
have
ties
commodi-
going to interest himself in perfecting an
The
ganization
organization for supplying the trade.
sellingorhand
and
advertising department must
go
is not
in hand
to attain
The
the
other
novice
proposition also
in
attention
back-cover
"bargain,"
enabled
him
to
hold
the order
at the
through
last moment
he
is therefore
reduction
tempting
The
is the
was
to
the
from
for
representative of
the
manufacturer
to
embellishing the offer with
believing that it
wanted.
Perhaps
and
of
this
particular back
just what
who
a
the
to
offer
regular
is
it at
rate.
canceled
was
unforeseen
some
cover,
manufacturer
the
for the page
enabled
the
a
giving the circumstances
persuasive arguments,
that
attractions
possesses
advertising. The
calls the
magazine
usual
results.
emergency
a
All
erable
considthis
is
gardless
merely buying space reof its advertising or sellingvalue.
fact is,"one-time"
advertising in most publicatio
is money
In my
poorly expended.
opinion it
in
continuous, everlasting "pounding away"
man
^Siiaiilre;
"""
**"**?"a"TfiiA".otl
r
The
artiat
has
succeeded
comnioditres
unusually
in
with
strong
of
relieving", the- plainness
typographical
arrangement
arrangement
of
"selling
pictures
mere
unusual
arguments"
and
an
of
sspQn
-^""mnnij..^..
Caruso
the
Caruso,
records
Caruso's
achievement
and
sweetness
for
The
Scotti,
the
and
to-day
you-
history
AjI^K
by
and
crea,ed
a
dealers.
Record
attached
,} *~t
this
All
grand
records
the
lyric
the
voice
soul-stirring
Eames,
in
Caruso
Catalogue, write
by
all
book,
to
AWa
circles.
musical
sold
have
artists
opera
are
Caruso.^^J
Victor
also
us
on
N
J
the
lull
i
^
coupon.
ct *.' "'
i-
VICTOR
The
association
uses
MACHINE
TALKING
It.
attract
of
The
an
attention
CO
advertised
impossible
A
are
J"
Sembrich,
sensation
wonderful
most
home.
your
For
the
are
sound-recording.
of
other
Caruso
,t'
of
power
duets
Gogorza,
times, makes
modern
Victor
the
on
always-at
splendid
de
solos
dramatic
Victor
Victor.
the
twenty
in
of
tenor
greatest
for
only
the
and
CAMDEN
article
with
in
proportions
and
to emphasize
r
the
the
famous
picture
serve
instrument
per.on
to
who
BOOK
146
advertisingof
the
represents
of
expenditure to that already
general publicity campaign that is
in the
from
conducted
the
that
takes
appeal
view
superficial
a
It is doubtless
certain
advertising has
agent
and
have
tried
the
dealer
local
one
the
reached
in
agent
of the returns
advertising. Of
from
such
nothing
about
calculated
to
Moreover,
the
that
the
not
be
divert
a
agent
this
regarded
as
tain
cer-
but
be
agent
best
methods
from
give
expended
sales
average
sales
to
to
town
or
the
tions,
propor-
could
largest returns
average
could
Before
large
there
The
it
entire
the
sales to be
course
always resist the tendency
into channels
office.
advertising or
the
secure
from
plan.
a
of
city
deed,
in-
so,
manufacturers
each
balanced
over-
abandoned
such
sales
It is
corporations
have
home
of many
or
result
knew
management
the custom
cent
per
in
the
in
advertising campaign
automobile
industry
the
plan
the
much
so
"
upon
heavily
are
former
concentrated
was
advantages
local
efforts.
greater
a
in
sales
large manufacturing
many
it
its
to
disadvantages
its many
that
have
from
stimulating effect
him
who
privilege of using
the
returns
certain
fact that
a
by
and
a
tions
attrac-
many
sellingproblem.
that
the
encourages
nevertheless
which
of
percentage
management
manufacturer
average
of the
true
plan has
The
the
to
the
office under
home
advertising director.
an
course,
additional
an
planned for
advertising,of
local
This
edge
left to his knowl-
be
commodity
the
judgment?
and
ADVERTISING
ON
ing.
advertiscould
not
percentage
legitimate
advertising.
This
plan
of
unwise
Licensed
from
costly and
was
the
finally abandoned
Automobile
standpoint of
unprofitablemethod
by
the
ciation
Asso-
Manufacturers
business
of
policy
advertising.
as
and
a
TRUMAN
All
A.
advertisingshould
office for
several
Home
have
they
them
to
to
the
make
to
sell
to
the
goods
The
in his office and
and
white
a
dollars
most
is to
alone
local
the
possible purchaser.
machine
weather
dealer.
not
"
and
one
under
automobiles
way
He
are
important
that
should
be
is in close
prepares
To
have
all the
that
corporation
are
should
about
the
will not
machine
a
and
The
possible
followed
be
vertisin
ad-
white
chasers.
pur-
He
take
must
rides,in
many
being sold;
of
now
advertising
in
all the
at
all kinds
of
the
market.
for
one
home
that
same
are
of diverse
is also
It
company
policy and
the
is the
manufactured
this
or
policy
which
office,
selling agents
all sorts
the
and
other
the
on
in
This
possible conditions.
now
with
ride
a
by
up
get in personal touch
must
selling arguments
agents making
to
advertisement.
then
be uniform
with
mobiles.
auto-
thousand
inquiries from
definitelyoutlined
touch
Black
learn
black
sit
goods.
automobile
principle applies to thousands
commodities
certain
to
an
through
ride, but
all
work
sell many
not
the
is apt
in
can
out
the
the
a
tising
adver-
a
three
magazine
do
has
from
inquiries must
These
in such
upon
advertising
will
has
he
to
draw
who
agent
to invest
or
hope
can
you
enables
personal
upon
advertising sell
what
newspaper
than
local
who
man
satisfied with
from
in
advertising
five thousand
that
depend
agent
sales
let the
The
be
sales
rather
expend
to
cent
advertising,neither
experience
or
agents
largest results;third, it has
the
trade.
of
sales
all
not
secures
policy of
definite
a
advertising appropriation
an
secure
tendency
per
to
value
knowledge
expend
as
with
the
the
it
first,because
adherence
know
the home
from
controlled
publicity ; second,
*!
147
WEESE
of
Office
way
be
reasons:
un^orm
Advantages
DE
and
to
and
which
be
used.
conflict-
148
ing
claims
BOOK
ON
regarding
a
which
business
a
that
definite
The
be
and
under
disturb
stability
the
easily
and
smoothly
work
rassments
embar-
many
of
upon
policy.
the
the
in
results
product
to
should
advertising
and
and
tend
ADVERTISING
direction
co-operation
the
harmonious.
sales
for
a
manufactured
and
between
department
control
the
product
of
the
home
advertising
should
be
should
office
ment
depart-
intelligent
a
CHAPTER
THE
ADVERTISING
Advertising
and
agency,
of
The
for
the
and
as
development
a
This
but
the
those
who
advertising
AGENCY
advertising
advertising.
by
have
advertising
development
a
somewhat
a
of
the
is
agency
seems
truth
of
it will
had
paradoxical
be
much
quickly
nized
recog-
in
experience
the
business.
so-called
advertising
of
development
business.
a
advertising
is
that
been
responsible
advertising
through
the
as
work
manufacturer
the
aroused
is
agency
modern
It
agency
have
of
is
the
statement,
XXI
to
of
realization
a
an
art
of
the
and
chant
mer-
the
value
advertising.
The
the
and
producer
the
maker
of
to
larger
create
than
Here
is
manufacture
natural
output
of
a
up
great
and
farm
natural
well
his
firm
By
It
development
of
demands
149
of
this
ble
possithe
out
manufacturer
times
many
engaged
slow
lines
has
the
business.
the
known
brought
pointed
product
conservative
business.
all
the
of
wagons.
along
agricultural
the
shown
original
accretion
natural
built
It has
has
for
way
has
with
touch
advertiser
the
It
It
for
old
an
in
demand
a
the
blazed
commodity.
that
the
consumer.
commodity
a
between
has
the
larger markets.
to
link
It
reach
to
of
users
how
the
publisher.
the
way
is
agency
grown
the
in
the
of
process
firm
the
with
country,
development
has
the
plying
sup-
for
a
150
BOOK
cheap
doing
but
the farm
the
meet
when
carriage business, and
into
manufacturing
that
it must
firm, in order
the
it finds
vehicles
publicity.
it is
how
that
will
sales agents and
has
the
be
houses
lines.
Yielding
the
to
all
farm
over
of
arguments
appropriation is made
magazines.
The
the
the
Union.
a
important
in the
the
as
material.
developed
In
In
the
the
or
has
producer
but
ingtoAUPart-
other
"Qr
oi the
not
advertisement
us
better
the
it has
purchase of
has
country.
increased
of
be
may
the
the
used
turer's
manufac-
obviously the
newspapers
the
and
newspaper
that
tablished
es-
almost
only enriched
magazine,
Incidentallyand
thereby given
and
production
of the
instrumentalities
^g
annual
advertisingagency
agency
earnmgs
wares.
the
fixed
papers
news-
priation
appro-
This
a
appropriationsfor
this way
Benefits BeBuit-
onceme
of
cost
along
the
year
doubled.
advertisingbusiness
this way
manufacturer
yearly
The
in
campaign
appropriation for advertising becomes
item
general
proposition.
new
following
increased, perhaps
a
advertising agent
the
for
create
to
business
a
the
other
all
wagon
Advertising is
the
to
reaching
this way
easily felt by
branch
conservative
is
for
plan
possiblein
doing the
been
and
outlines
He
firm
possiblepurchasers of carriages and
and
demand
small
of
manufacturer
of
of the
skillfullyleads the head
high mountains
thousands
has
out
meet
awakened
raw
out
it branches
when
general line of vehicles
a
tactfully and
to the
as
branch
to
dable
formicompetition fiercer and more
than
in the farm
encounterel
anything it ever
business.
the advertising agent
Along comes
wagon
a
of the country.
competition of the day, has
the
firm
time
a
It is satisfied with
wagon.
business
comes
into
who
farm
wagon
there
But
to
made
well
ADVERTISING
ON
and
agency
better
TRUMAN
magazines.
twentieth
The
A.
modern
centnry
without
its pages
the
with
raises
151
magazine, a
would
advertising
have
not
is not
favored
of business
by
questions:
the
what
gards
re-
of
the
to
dominate
both
ends
of
publicity highway?
A
few
years
"What
shall
The
It is
press
do
we
Such
discussion.
stay.
the
ago
stay?"
to
come
to
he
future
Shall it be allowed
advertising agency?
the advertisingbusiness, exacting toll at
the
filled
has
advertisingagencies
is the
what
sible
pos-
Occasionally
with
the
of
marvel
been
which
agency
profitable advertising.
his share
as
WEESE
cent
ten
progress,
publisher who
some
DE
with
questions no
simply
tion:
ques-
automobile;
the
automobile
now
discussing the
was
longer
is here
and
it
has
ous
seri-
engage
it has
come
question of development
a
along practical lines.
The
It
same
is here
business
to
which
has
built?
it has
It
merchants
number
value
of
crude
the
modern
business
the
of
Before
the
may
as
a
but
methods
how
and
if the
tising
adver-
It is true
have
that
the
to
a
tain
cer-
discovered
reaching
meager
compared
it
manufacturers
of
means
which
those
a
the
larger
results
and
incident
to
advertising!
extending
general observations
of the advertising agency
these
development
First, what
?
would
purchasers
it
highly developed, well organized, colossal
be well to
agency
few
existed.
never
consumers,
how
a
a
shouldn't
highway
advertising today
be
advertising
of
body
of
that
Why
the
use
agency.
it "dominate"
shouldn't
who
is true
had
agency
advertising
developed?
those
would
of the
said
Why
stay.
toll from
exact
be
may
garding
re-
it
inquire:
are
the
functions
of the
advertising
BOOK
152
vertise
the ad-
it render
of service does
kind
what
Second,
ADVERTISING
ON
?
Third, is the
agency
in modern
indispensablefactor
an
advertising?
In
it is the
The
of
business
Adver-
the
to
as
tismg Agency
to
people who can
advertised.
commodity
space
plain
for
month
the
indeed, is
buys
who
by
It is in
a
renders
the
the
advertised.
would
men
mediums
To
in
bring
be
with
is
a
a
I
an
am
a
expend
an
outdoor
dishonest
magazines
rate,
expect from
advertiser
his
the
from
the
service
and
which
best
are
such
an
adapted
article
as
appropriation for
read
magazine
have
results
expenditure.
both.
or
of the
; to
little
stuff
or
dishonest,inefficient service, for
to the
over
here
service
that
can.
speaking
that
an
one
is represented
advantage
honest
mediums
in
you
concession
some
man
advantage
reduced
possible purchasers of
corsets
by
by
or
advertising
some
Its
page.
it gets it.
honestly selects
one
to
space
A
cheaper than
space
position to demand
a
which
reach
one
for this
reason
only buying
of
vantage
ad-
better
advertisers.
pages
entitled
commission
publisher,and
agency
ten
naturally buy
agency,
man
It is not
the
particular
to
"
The
ticular
par-
usually buy
can
newspapers
the
reach
to
in the
agency
of other
dozens
in
calculated
advertiser.
magazine
a
can
The
for
but
gives
who
The
way
Its service
space
be interested
simple enough.
and
you
the
can
the
buying
best
particularly in
"
than
is
expenditure.
are
of
this
the
in
a
largest possible
him
from
which
such
for
consists
advertiser
in
advertiser
an
secure
returns
mediums
kind
of
Priati"n "f
Functions
an
be said that
question it may
the agency
to expend the appro-
first
the
to
answer
he
has
no
the
vertisin
ad-
chiefly
a
list of
tion
circula-
it will
a
to
not
right
to
TRUMAN
A.
DE
153
WEESE
Having selected the proper
mediums, the properly
equipped and organized agency
a
proceeds to make
thorough
Examination
Made
into
Merits
the
up
advertised
the
of Goods
and
relations
retailers.
action
the
to
and
a
in
relation
endeavoring
sufficient
to
which
find
to
the
trade
is furnished
which
made
based
had
in
whether
the
on
watches, talking
business
watches
were
such
were
the
was
as
best
pealed
ap-
seller
;
of the
sections
best results.
of the
product
plan
can
agency
information
the
upon
calls
margin of profit
the
watch
diately
imme-
made
the
styles
cured
se-
known
agency
who
by
just
well
a
company's
; whether
study
a
feature
important
most
road
satisfaction;what
organization, the
campaign
out
which
;
the
dealers
the
showing
were
the
take
client,jobbers
this
account
and
whether
;
the best
Having
the
of
this watch
to
customers
gave
country
It shouid
the
agency
on
jewelers
satisfactoryto
was
known
out
man
hundred
them
between
as
be
to
acquaints itself with
of itg client
securing the
Upon
a
commodity
appropriation for advertising
sent
over
well
a
also
illustration
An
of
the
watch.
and
tfae business
trade
the
study of
of
this
and
an
the
ing
sell-
advertising
and
adduced;
will be
campaign
preparation of "copy" for the advertising and the
designs for picturesto attract attention to the
copy.
the
' '
' '
agencies
Most
have
a
complete editorial
For
for this purpose.
The
should
or
are
showing
the
publisher and the advertiser
advertising agent's connection
be
very
confidential
fully informed
be
all this service
as
diminishing;
the
best
to
what
sales and
proving profitable. He
should
and
whether
sections
what
very
ment
equip-
art
agency
the
charges both
client should
and
a
with
close.
the trade
of the
mission.
com-
his
He
creasin
is in-
country
publicationsare
keep his finger
on
the
154
ON
BOOK
pulse of
ADVERTISING
advertiser's
the
business
vertisin
regulate his ad-
and
accordingly.
While
these
it is
agency,
fact
a
directors
who
make
business
and
director,who
service
of
buying
space
and
and
space
its credit
and
magazine
or
standing
arises:
advertising?
agency
is
likely to
advertising for the
advertising
of
the
be
a
reason
that
to
the
end
may
be
It
them.
a
standards
the
raise
of
that
eliminated
on
is
factor
that it controls
Having
agencies
the
the
of the
character
the
tion
quesin
on
in
are
in
modern
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most
by
observe
the
part
them
the
business.
to
and
in this
nection
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of the
lisher
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requirements
of
most
position
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stand
part
The
yes.
:
developed
irresponsible "brokers
from
ing
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publisher of
answer
permanent
financial
service
the
obvious
tendency
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makes
indispensable factor
publishers shall
is gratifyingto
constant
agency
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secure
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country.
advertising,the
protect
The
the
conduct
advertising agencies,
The
of
in
to
necessary
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agency
modern
largely
against loss.
the
by
is the
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the
ing
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all financial
to
newspaper
rendered
the
own
consists
assumes
considered
Having
demand
and
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with
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relieving
product
in the atmosphere
are
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advertisingcampaign.
for
contracts
in
of the
has
firm
a
prepares
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extended
advertising
touch
advertising agency
the
multitudinous
the
largely depends
study
a
in close
organization. Where
service
corpora-
into the mil-
run
who
advertising possibilities,
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larger
advertising, employ
upon
of the
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or
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In
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the
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plates
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in
for
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aced
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entire
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twelve
system"
magazine
the
year;
too
many
possible.
im-
service
has
its advantages
simplifiesthe
It
paign
cam-
whereby
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contracts
up
agencies.
prepare
is
advertiser's
an
advance
to take
the
course,
reduce
to
clients,
thereby making
Of
155
efficiencyof agencies
"coupon
prepared
are
second,
of
sort
a
WEESE
:
First,a tendency
to
DE
work
plates for
very
the
year
in
it were,
advance, cutting off "copy" coupons,
as
each
to the publishers.
month, and forwarding them
It becomes
of
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this client for
system
a
him
fruits of
it
sort
his
advertising the
opportunity
changed
altered, it
advertiser
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to
improved
is easy
involves
this
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or
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product
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advertising
new
In
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of selling
methods
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tiser
adver-
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make
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for
which
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enterprises the advertising manager
a
by
of service
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plates, but
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But
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incorporate in
suggestions
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whole
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need
agency
business
The
vertiser.
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Such
to
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year.
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from
individual
too many
month
service
clients.
to month.
a
The
is also increased
matter
tendency
velopmen
of depair
to im-
by taking
on
156
BOOK
In
future
my
advertisers
study
yield
the
opinion,
will
be
and
which
the
ADVERTISING
ON
which
one
gives
is
best
largest
advertising
ideal
to
the
takes
each
the
calculated
returns
from
business
careful
to
of
agency
make
the
of
and
his
annual
a
the
few
ing
painstaking
advertisment.
invest-
CHAPTER
HANDLING
understand
and
it
through
the
placing
of
is
well
actual
the
case
and
is
whether
magazine
to
the
those
a
the
of
the
very
relation
the
newspaper
If
it is
agency
makes
advertiser,
tious
supposi-
a
vertiser
ad-
the
for
him
it is
the
and
essentially
to
157
see
He
of
every
to
primarily
we
pays
the
advertiser.
agent.
that
to
of
In
change
to
publisher
possible
agent
also
agent
possible
part
a
sible
pos-
paramount
the
not
or
is
his
agency
magazine
his
it
which
of
it is not
as
it is easy
but
interests
is
mine
deter-
to
advertiser
the
the
fault
the
agency
possible
newspaper,
the
things
wherever
is
make
agency
largely
which
always
his
or
the
of
secure
by
publisher,
making
nature
to
vices
ser-
extended
between
represents
to
magazine
appropriation
the
and
of
advertising
agency
the
agency
commission.
advertiser,
is not
it
advertiser
the
a
agency.
the
extent
established
thus
these
an
show
give
to
of
placing
to
and
preparation
value
in
it is possible
campaign
possible
and
acter
char-
advertising
the
the
not
experience
that
true
for
While
relation
the
in
nature
the
advertising
an
involved
the
and
of
services
advertising.
of
functions
follow
to
advertising,
It
the
PAIGN
CAM-
AGENCY
varied
processes
without
the
of
idea
complete
of
the
scope
agency,
line
ADVERTISING
THE
To
XXII
the
regard
looks
to
the
advertising
do
the
cannot
so.
While
agent
of
obviate
BOOK
158
the
condition
The
returns
is
from
investments
his
Int
is
sts
r
sist that
of Advertiser
Publisher
and
agencies
led to
a
the
each
or
makes
selling plan
the
to
his
has
end
that
he
being
it is to
widest
and
director
dozen
that
an
eye
single
advertised.
For
illustration
our
an
big advertisers
to
get the
come
to
plates and
is
or
take
which
the
of
than
month.
tiser
adver-
the
easily
the
using
concern
worth
the
conscientiously
promoting larger
a
firm
leaves
sales of
which
the
has
tion
prepara-
placing of advertising
While
generally follow
advertisingmanager
benefit
a
rates
the
advertising
publication every
will
but
advertising agency.
ness
busi-
multitudinous
the
to
service
we
advertisingmanager,
and
handle
intelligently and
product
of copy
an
if
director
or
connection
agency
gets lower
not, the
or
paid
with
in each
agency
get
and
naturally
pages
the
commission
given
business
more
or
the
and
advertising
representative,whose
to
agency
tising
adver-
an
intelligentlyand
can
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the
rates
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to
through
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Whether
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most
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lower
the
company's
uses
details
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has
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effectivelydirect the expenditure of the
appropriation. The advertising manager
thus
some
advertising
own
to
study of
careful
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of
publishers first
in addition
who
zine
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advertising business
the
advertiser
manager,
man,
of
interests
tendency
The
in-
can
of the
interests
the
interests
the
his
make
his
If
in
publishers.
place
to
basis where
director
the
expecting
is
He
bills.
agency
to
readjustment of
a
to
publicity.
property organized he
paramount
newspaper
or
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paying
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business
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look
publisher to
the
leads
which
business.
for
agency
ADVERTISING
ON
the
director
it is true
that
the
practice of having
who
is in the atmos-
BOOK
160
After
selecting the
advertise
to
matter
fixing
In
ADVERTISING
ON
taken
be
emergencies
promptly
Let
met.
business
amounts
amount
be
to
sand^dollars.
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this
be
may
how
this
and
largely upon
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will go
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product
sales agents who
well
defined
naturally
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of
to
continuously
^eT
Each
for
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of
and
a
is sold
have
country
if the
household
newspaper
manager
of
the
product
space
of
one
firm
will
quite liberally
the work
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agreed
upon,
designate some
to
client
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up
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Individnal
Attention
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among
magazines
appropriation having
The
Just
magazines.
tion
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in order
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of the
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want
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If it is
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thouand- fifty-
the
be
A
year.
magazines, however,
product to be advertised and
to
necessary
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un-
whose
firm
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newspaper
for
that
the
sellingorganization.
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for
ing
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may
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appropriation
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dollars
amount
dollars
fifty thousand
and
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case
hundred
one
aside
set
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market
the
advertising
in
be
latitude
in
million
expended
would
dollars
take
us
to two
circumstances
arise
that
wisest
the
expended
be
to
portant
im-
next
advertising appropriation it is
an
sum
practice to adopt a maximum
the year,
allowing a reasonable
forseen
the
appropriation.
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up
fied
quali-
best
seems
particular product,
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to
that
agency
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mem-
a^ter tlle business
give it his attention
direction,to
agency
one
it is
and
prompt,
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the
end
that
advertising
direct
and
har-
TRUMAN
monious.
to
have
to
take
It is also
the
up
The
through
the lines
to
an
man
or
the
of
the
director
product
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has
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submits
approved
best
results
and
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to
be
but
should
be
allowed
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work
of
the
of
is at
the
in
out
If these
the
firm
the
end
manager
it.
the
officers of the
him
of the
be
or
and
lishers
pub-
permitted
by
annoyance
of other
heads
partment
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of frail humanity,
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pany's
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His
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He
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company,
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year's advertising
advertising
When
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should
with
common
with
supreme
results.
changes
in
the
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the
pany
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at
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knowledge
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are
rector
di-
advertising
control
He
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by giving
dealings with
who
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from
it is well
The
executive
the
and
company
plan for
his
upon
advertising
the
settled.
of
the
plans
general policy of
unhampered.
of the
the
unconditional
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enjoy immunity
members
discuss
to
obtained
publicity. They
and
agency
committing
the
by
are
unqualified and
commitments
the
sellingarguments
is
plan
of
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work.
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connection
this
basis
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on
of the
and
firm, the
after
year
company
In
of
case
ing
placing advertis-
between
advertising
the
generally
for
moment
any
in
of
for
be
importance
manager
for
business
director.
at
business
detailed
upon
of the agency
ready
get together and
to
161
WEESE
is
the
will
already agreed
emphasize
the
the
agency
advertising
this
of
man
management
to
of
step in the
next
advertising
who
details
absence
DE
for this member
well
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an
sudden
the
A.
are
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year
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be
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when
out
time
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to
to
plans
formulated.
full sway,
isfaction
sat-
make
for
the
Unless
it is fool-
162
ish
unfair
and
There
is
outside
ADVERTISING
ON
BOOK
of
department
no
eostly havoc
The
most
and
checking
be done
should
that
of
accounts
..
to
of the
commitments
..
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ing
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make
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Agency
In
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firm
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and
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confer
constantly
month
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of
If
with
and
month
to
phasize
em-
officer
or
company
of
what
upon
the
is
bers
mem-
wide
good publicity
advertising manager
officer the
executive
and
from
harmoniously
satisfactory results
more
the
advertising
number
a
that
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executive
the
",
advertising show
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smoothly
run
well
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with
opinions
are
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ideas
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develop
is also
president of
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with
and
upon
requiring
to confer
director
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can
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to
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this
firm, usually
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allowed
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importance
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with
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year
,
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and
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business
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advertising department.
in the
as
a
will
interference
results.
responsible for
him
hold
to
be
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which
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deciding
is to follow
copy
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step will be
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and
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in
the
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co-operate with
where
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experience
agency
is also
the
manager
will know
to
agent
is
what
a
list of
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integrity of
man
kind
magazines,
who
of
for
magazines
for local
where
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it is
Here
is
tising
good adver-
tiser.
profitof the adver-
remember, however, that
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sales agents.
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may
It is well
and
the
list of newspapers
cities and
towns
publicity
various
selling arguments
the
prominent,
most
selection
general publicity
general line of publicity
and
understands
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if the
his
agency
ing
advertis-
business,he
people generally buy the prod-
TRUMAN
advertised
uet
reach
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A.
and
in
particular
DB
what
of
list,therefore,should
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In
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and
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preparing plates for magazines,
to
manager
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the
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mitted
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product
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plates for the
utilization
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corrections
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designs for magazine
advertising
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the
to
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character
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Copy
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up
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with
up
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These
place
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and
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more
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plates
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sales.
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ency
be
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copy
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publications which
no
to
considered
may
who
the
reading constituency with
reference
with
up
magazine
A
purchasers.
product.
a
possible to
it is
mediums
class
the
163
WEESE
before
from
tution.
insti-
usually
in
the
publi-
164
cation.
In
the
hand
This
advertising
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papier
when
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in
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which
display,
type
To
those
is necessary
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bound
book
arranged
which
in proper
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As
the
simplifiesin
advertisement
agency
it follows
of the
as
the
in
advertisements
service
agency
on
special positions have
the
position paid
advertisement
is
typographical
extra
secures
to
make
up
This
its
is part
dates
has
in
or
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commission,
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and
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been
publications
It is
a
all advertisements
secured.
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is
a
part of
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see
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Where
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contains
or
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on
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position
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month,
date
specified,and
contracted
for, to
been
run
It is customary
the accuracy
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insertions
for
service.
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advertising and
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of
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and
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rotation
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advertisement.
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newspapers
stereotyping outfits it
have
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securing uniformity
of
advantage
by
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to
easy
publishers
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to
and
vertisin
ad-
type made
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light
It is
sent
tice
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month's
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papier
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out
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put into type, approved
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copy
manager,
newspapers
which
enough
best
it is the
of newspapers,
case
in
have
to
ADVERTISING
ON
BOOK
advertisement
agency
in
order
rely
upon
improper insertions.
for the
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