The Salesman And The Ad

When you hire a salesman you flatter yourself you have a pretty good idea as to his capabilities. You have thoroughly satisfied yourself in your own mind as to whether or not he was a competent and reliable man for the position you had to fill. You have looked into his references, you have talked […]

Be Optimistic In Advertising

The commercial value of a cheerful, happy disposition is everywhere acknowledged. The traveling salesman with his bright, cheery face and his bundle of jokes and stories is everywhere welcomed to his employer’s benefit, and the salesman behind the counter sells many a good dollar’s worth by the virtue of an amiable and cordial disposition. A […]

Advertising – January Markdown Sale

A thousand or more department stores throughout America make preparations for ” The Great January Mark-Down Sale.” In many respects this big annual sale is the most important merchandise movement of the year, as it means, when success-fully carried out, the riddance of several months’ accumulations of stocks and the clearing of the decks for […]

Advertising Action

This caption is all right at. the first glance—yet not all right at the second look Advertising action is intended to mean action in advertising, not advertising action vs. advertising some form of activity such as bicycles, automobiles, surreys, etc. But if the caption is not altogether all right, the preceding paragraph is, as it […]

Individuality In Advertising

You read some advertising that somehow fails to interest. It lacks life, animation, individuality. It has about as much action as a wooden Indian—it fails to arrest your attention rightly because it has a dull, negative, leaden influence. There are two sorts of advertising-the negative and the positive. The first is lifeless, flat and repels […]

Advertising Does Not Increase Cost Of Goods

In answer to the question from The Dry Goods Chronicle, as to whether or not advertising increases the cost of goods to the consumer, I said: If by this question you mean the simple proposition whether the expense of advertising an article increases its cost to the consumer, I answer in the affirmative. If you […]

Advertising – Getting To The Reader’s Level

The successful advertising man must possess such qualifications as 1. Knowledge of human nature. 2. Originality tempered with horse sense. 3. A vast fund of information and experience. 4. The commercial instinct. 5. Knowledge of type and typographical effect. 6. Ability to write quickly, easily, concisely. 7. A keen perspective faculty. He ought to appreciate […]

The Advertising Writer

Here’s a paragraph clipped from an advertisement occupying a rather expensive space in a New York daily ” A little women out in Oswego, Ill., tells about her husband having determined to see if he could not make her quit coffee drinking, which he believed to be the cause of her constant neuralgia and’ general […]

Advertising Ruts

Have you ever felt the narrowing, cramping influence of a rut? If not you are an extraordinarily favored being and ought to thank your stars for being so lucky. If you have, you have gone through the average experience of the average business man. Ruts in advertising are very great obstacles to good advertising. A […]

Miscellaneous Advertising

This is the most perplexing question in the whole calendar of perplexing problems that the advertiser must confront–the selection of the best advertising mediums. By the application of that rule which should govern all advertising, viz., the application of hard, common sense, can this problem be solved. Even when it is apparently satisfactorily solved, sometimes […]