The Reporter Volume 42

The Reporter Volume 42

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This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1909 edition. Excerpt: ...will never come to light till some aggressive competitor, with modern methods, wakes them up and crystalizes the embryotic desire to mark the resting place of the dead into a present, pressing need. The purpose of your advertising matter is to create in the minds of just such people as this, the interest, then the desire, and lastly the resolve; and all your efforts must be bent on bringing about these three things. The bald announcement printed above as a sample will not do any of these. If the attention has been already created; if the interest has been already aroused by some other excitant, and if the resolve has already been formed, then that sort of an ad may answer the purpose of a signboard, telling the folks that you are on earth--but that is all it will do. And not half the monuments are sold to people who had already made up their minds to the purchase. Reverting to the original theme, of the test of an advertisement, we most unhesitatingly state that the real test of an ad is whether it will awaken an interest in the goods you have to offer, and whether it will cause the readers to look you up when in town, or to come to town on purpose to see you and your wares; whether it will put them in a frame of mind that will make it necessary for your salesman to be merely an ordertaker, and not a bulldozer or smoothtongued fakir. How to accomplish these ends with your advertising is what is really the whole science of advertising. If you can do it by painting your name, business and town on the runningboards at the tops of the fences in your neighborhood, all right--but we don't think you can do it that way. lfyyou can do it by having your yard in a back alley, around behind the saloon, with the approach littered up with spawls, more

Product details

  • Paperback | 244 pages
  • 189 x 246 x 13mm | 440g
  • United States
  • English
  • black & white illustrations
  • 1236872967
  • 9781236872968