Keeping the road open or how to adminster a large advertising appropriation wisely (1914)
American Multigraph Sales Company · Cleveland : American Multigraph Sales Company · leaf 26
se it, and it provedthat good selling argumentis more profitable than finefeathers. Women flockedto the store and orderedshirt-waists by numheTy carrying the little folderwith them for identification! No newspaper adver-tisement had ever ^^pulled so well, for severalreasons. Here are some of them:… … They didnH like it—but itbrought the business 121] 4- It did not have to divide attention with ahundred other attractions. 5. It left a definite memorandum easy to slipinto the shopping bag. Individualizing a Business That, when you get down to brass tacks isthe function of direct-mail advertising.…
Advertising
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