Keeping the road open or how to adminster a large advertising appropriation wisely (1914)
American Multigraph Sales Company · Cleveland : American Multigraph Sales Company · leaf 29
-licity has in your business and how to select theright mediums for it, so as to obtain the highestefficiency for the least expense. In other words, it will strip the mystery from advertising, and save youfrom selling the soul of yourbusiness to the bidder withthe brightest vest andthe loudest… … How many advertising campaigns have beenruined by the fact that the dealers were not suffi-ciently educated as to the talking points of thegoods and the consumer was not educated as tohow to use them properly? Both of these results could have been achievedat minimum cost through direct-mail work.…
Advertising
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