Keeping the road open or how to adminster a large advertising appropriation wisely (1914)
American Multigraph Sales Company · Cleveland : American Multigraph Sales Company · leaf 20
all at once. But it makes your name known and gives a hint of what you have to sell. It will extend your business rapidly, provided you are ready jor it, and provided youcan enlarge your personal anddirect-mail work sufficiently tocomplete the sale and retain thegood will oi the human beings… … Dont let general publicityswallow the business Why do so many concerns change their adver-tising agents with such frequency? Why do their lists of publications show suchastonishing variation from year to year? Why is it that there is such a disproportionbetween the price paid for publicity and the…
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