Printers' Ink, Volume 116 (Google eBook)

Front Cover
Decker Communications, Incorporated, 1921 - Advertising
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Contents

Copper Gets Ready to Advertise Roy Dickinson
45
Successful Marketing with a Negative Idea By an ExCopy Chief
53
The Untold Stories That Might Make Advertising More Effective
57
To Prove to Dealers That Advertising Interests Their Customers
65
Replenishing Retailers Stocks Will Help Solve Unemployment
77
Cooperative Advertising in the Electrical Industry O C Small
85
New Uses Add Big General Market to a Restricted One Edward T Tandy
97
Getting the People Upstairs to Buy 108
108
The Operation of the New TradeMark Law Chauncey P Carter 117
117
What Advertising Has Done to Make 1921 Victors Best Year 3
3
Phoebe Snow Returns to Grace the Advertising Pages 7 G Condon 8
8
Putting Duckling on the Dining Table Just a Little Oftener 17
17
Kansas City Bankers Advertise Cooperatively 25
25
Iron Pipe Makers in Long Distance Advertising Effort 33
33
Digging Out the Big Idea By an ExCopy Chief 41
41
How DurhamDuplex Made August Its Biggest Month 53
53
What MaHOrder Teaches in Selling to Women Ralph K Wadsworth 61
61
Fabric Furs to Be Widely Advertised Hugh B Agnew 76
76
Railroad Tells How It Has Served 84
84
How We Are Lifting the Bars from a Restricted Market Frank Gulden 89
89
A BirdsEye View of Chinese Advertising J W Sanger 91
91
Stage Craftsmanship in the Modern Window Display A L Townsend 126
126
The Milline System Does Away with Awkward Decimals 25
163
Preparing the Export Salesman for the Field Walter F Wyman 25
25
A Postmaster Sells Thrift Stamps in Mail Campaign 33
33
Jumbo Display That Dominates W H Heath 41
41
SeasonabilityA Fact or a Superstition Roy W Johnson 53
53
Selling a Better Sales Sense to Employees Robert Bostick 61
61
Congress to Curb Fraudulent Advertising in Foreign Trade B Powell 73
73
Telling Americans about the Enchanted East 81
81
Untrue That EightyFour Per Cent of Business Failures in 1920 Did
87
Why Not a Federal Law Against Fraudulent Advertising? 98
98
Makes Traveling Warehouse of Its Salesmen Hugh E Agnew 137
137
German ToysA Cloud with a Silver Lining James H Collins 145
145
The Banks Attitude Toward Advertising Roy Dickinson 3
3
Why So Many Retailers Swallow the Private Brand Argument 17
17
Editorials 164
164
Getting Salesmen in Other Lines to Boost for You 26
26
Railroad Advertises the Advantages of Better Livestock 32
32
A National TradeMark May Become Feasible Chauncey P Carter 45
45
Bridge the Bay Advertising Sets San Francisco by the Ears 57
57
Keeping Your Ad Aid Service Out of the Dealers W P B 97
97
Why Stop at a Dozen When You Can as Well Sell a Carload? 3
3
Widened Market for the Pineapple Sought hy Advertising 10
10
Bases Big Drive on New Uses Bather Than Low Prices Edward T Tandy 17
17
Local Advertising and Dealers Conferences Supplement Willard Campaign 25
25
Red or Green Stamps on Direct Mail Advertising? 26
26
A Monthly Photograph of Supply and Demand Roy W Johnson 33
33
Copy Ethics and the Fictitious Instance Lister Raymond Alwood 41
41
The Right to Control Prices 72
72
What the Steady Stride Policy in Advertising Is Doing for Lowe
105
Can Sales Be Increased by Abolishing Exclusive Agencies? 33
33
Nainsook Underwear Advertising Threatens Market of Knit Goods Manu
41
A Forty Per Cent Increase in Sales Volume This Year Vincent S Hewitt 53
53
People Decide to Buy Long Before the Actual Sale Is Made 61
61
Cashing In on the Export Salesman Walter F Wyman 73
73
How Manufacturers Advertising Can Regulate the Retailer 81
81
Is Rolled Oats Only Rolled Oats? G A Nichols 87
87
Past History Usually Determines TradeMark Rights Roy W Johnson 93
93
When Dealers Want the Credit for Making Your Goods Donald MacLean 107
107
Copy That Appeals to the Japanese 7 W Sanger 113
113
How Direct Advertising of Goods Can Help Catalogue 115
115
Advertising Cashes In on a Gesture Common among Motorists 122
122
Competing Brick Manufacturers Unite in Newspaper Campaign 41
41
HeartThrob Copy That Pulled Results 50
50
Salesmen Who Get the Glad Hand S C Lambert 57
57
GoodWill in the Balance Sheet 63
63
Drafting a Letter According to Rules of Officialdom 64
64
Centralized or DealerControlled Foreign Advertising? Paul D Davis 85
85
Labors Opposition to TimeSaving Devices M 93
93
Sales Education Methods of the American Radiator Company 101
101
Oldfashioned Personality in Letters of Big Corporations R B Newton 112
112
Getting the Jobber to Distribute Another Macaroni 120
120
Stage Managing the Dealers Displays Robert Bostick 128
128
Unusual Quality Proves Good Talking Point for FiftyCent Collar 129
129
The New Wilson Company Industrial Representation Plan 138
138
Editorials 148
148
Editorials 154
154
Advertisings Contribution to the Worlds Best Music 17
17
Why Studebaker Iff Selling All the Cars It Can Make 25
25
A Slight Disagreement with Mr Babsoh Roy Dickinson 33
33
From Tank Cars to Bottles 41
41
Stock Exchange Has Extraordinary Bulbs upon Advertising B C Forbes 53
53
Smoothing the Salesmans Way in a Difficult Market Edward T Tandy 61
61
Henry as a Copy Man v Harry Thompson Mitchell 73
73
Intensifying Bales Efforts While Reducing Selling Costs C P Russell 79
79
Making the Salesman Credit Manager 81
81
The Sense of Humor in Salesmen 5 C Lambert 93
93
Manufacturers Plan Increases Charge Account Business More Than
101
How Advertising Won for Notions a Seat above the Salt Edward T Tandy 102
102
Fewer Sizes Aid Selling as Well as Manufacturing Donald MacLean 109
109
Venida Finds a Way 4o Merchandise a Rival Line E B Weiss 117
117
How Advertising Has Cut Cost of Selling Clothing C M Harrison 132
132
Editorials 150
150
Reaching the Prospect Who CantMake Up His Mind Roy W Johnson 42
42
The Niceties of Composition By a Commercial Art Manager 53
53
Big Advertising Keeps American Sugar Abreast of the Fruit Crop 61
61
What Becomes of Your Old Drawings? By a Commercial Art Manager 89
89
The Dominating Factor in East Indian Trade IV G Hildebrant 95
95
Waste and How to Stop It C M Harrison 114
114
Buyers Who Dont Come Back Christopher James 118
118
The Instruction Needs of Business Letter Writers S C Lambert 121
121
Selling in Advance of the Season R M Rhodes 125
125
Secondary Slogans in Copy That Persist Robert H Isbell 134
134
Editorials 142
142
The Little Schoolmasters Classroom V _ 152
152
The Little Schoolmasters Classroom 156
156
Editorials 158
158
The Little Schoolmasters Classroom 148
172
Fight CopyIts Lesson for Advertisers S C Lambert 73
73
Advertising Makes Men Want Even Life Insurance 81
81
Big Business Behind Fruit Industry Willis Brindley 87
87
How Nujol Was Advertised into Success Martin Hussobee 101
101
Submerged Personality in Sales Letters E P Corbett 109
109
The American Telephone Telegraph Stock Purchase Plan 110
110
StatisticsUsing Them Effectively in Advertising S C Lambert 121
121
Editorials 134
134
r Prescription Is Advertising
141
The Little Schoolmasters Classroom 148
152
Editorials 130
130
The Pitfalls of Simplicity H Clarke 141
141
Editorials 150
150
The Little Schoolmasters Classroom 136
156
Summary of Advertising in Magazines for August 157
157
The Little Schoolmasters Classroom 164
164

Common terms and phrases

Popular passages

Page 143 - AMERICAN TELEPHONE AND TELEGRAPH COMPANY AND ASSOCIATED COMPANIES One Policy, One System, Universal Service, and all directed toward Better Service EVIEW Vol.
Page 52 - If in package form, the quantity of the contents be not plainly and conspicuously marked on the outside of the package in terms of weight, measure, or numerical count; provided, however, that reasonable variations shall be permitted, and tolerances and also exemptions as to small packages shall be established by rules and regulations made in accordance with the provisions of section Three of this Act.
Page 45 - An Act to create a Federal Trade Commission, to define its powers and duties, and for other purposes," approved September twenty-sixth, nineteen hundred and fourteen, shall be construed as extending to unfair methods of competition used in export trade against competitors engaged in export trade, even though the acts constituting such unfair methods are done without the territorial jurisdiction of the United States.
Page 98 - The single question, as I view it, in all these cases, is merely one of fact: What do the buyers understand by the word for whose use the parties are contending? If they understand by it only the kind of goods sold, then I take it, it makes no difference whatever what efforts the plaintiff has made to get them to understand more. He has failed, and he cannot say that, when the defendant uses the word, he is taking away customers who wanted to deal with him, however, closely disguised he may be allowed...
Page 36 - Overland," in connection with the sale of its retread tires and its stocks and securities, would enable it to share in the plaintiff's good will and reputation, also cannot be gainsaid. That such use of the word "Overland" by the defendant would breed confusion and misunderstanding in the minds of the public is foreshadowed by what did happen in the way of third parties confusing and connecting the defendant and its acts with the plaintiff company, and even holding the plaintiff accountable for such...
Page 36 - Moreover, with a practically unlimited field of distinctive names open to it for choice, when the defendant lately entered the automobile industry, the fact that it chose to take a name that had no connection or association with the automobile trade, except the good will and association which the plaintiff had given it, shows conclusively that the name was given to this new venture in the automobile field because of its established high regard in that industry, which had been given it by the plaintiff.
Page 141 - Representative shall be free to discharge his duties in an independent manner, without fear that his individual relations with the Company may be affected in the least degree by any action taken by him in good faith in his representative capacity.
Page 52 - Brown is gone, and men are now applying for Brown's job. Others are asking who is going to get Brown's job bright, ambitious young men, dignified older men. Men who are not the son of Brown's mother, nor the husband of Brown's wife, nor the product of Brown's childhood men who never suffered Brown's sorrows nor felt his joys, men who never loved the things that Brown loved nor feared the things he feared are asking for Brown's job. Don't they know that Brown's chair and his desk, with...
Page 146 - The vote of the majority of the employee representatives shall be taken as the vote of all and recorded as their unit vote. Similarly, the vote of a majority of the management representatives shall be taken as the vote of all and recorded as their unit vote.
Page 53 - Somewhere far beyond the place where men and motors race through canyons of the town there lies the Port of Missing Men. It may be in the valley of our dreams of youth, or on the heights of future happy days. Go there in November when the logs are blazing in the grate. Go there in a Jordan Playboy if you love the spirit of youth. 53 PRINTERS

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