The Business of Advertising

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D. Appleton, 1915 - Advertising - 363 pages
 

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Page 208 - Car — a machine of such great utility to its owners, and of such aesthetic beauty in itself, that it is the leader of the automonde, the creator of motor fashions, the ideal and the model for the visual expression of the motor car of today. THE PIERCE...
Page 342 - All exceptions are merely apparent exceptions based on the old theory that you can fool all the people part of the time, or part of the people all the time.
Page 8 - Advertising is a force whereby a keen-eyed man, controlling a desirable output from a great factory, secures for it the widest possible market by utilizing every form of publicity, and every method of making...
Page vii - It was a good law as far as it went, but it did not go far enough even in regard to contributions.
Page 344 - ... Ladies' Home Journal and the Saturday Evening Post and was the recipient of a great sum of yearly advertising dollars, created its vaunted "Advertising Code," which was soon to be copied by many other major publishing concerns in the United States. In its Code, Curtis publicly stated that it would "exclude all advertising that in any way tends to deceive, defraud, or injure our readers...
Page 8 - ... hand on the pulse of the market, knows exactly what his advertising is accomplishing and what it is failing to accomplish, knows where to strengthen it and where to weaken it; who, considering the entire country as a whole, adapts his advertising to each locality, pushes his products where such products may be sold, and leaves uncultivated the places where no possible market may be made. He knows something of salesmanship, something of the law of supply and demand, a great deal of human nature...
Page 299 - Bell democracy has the same chance of communication, limited only by the distance the voice can be carried. However remote, whether in the adobe house on the Rio Grande, on the Montana sheep ranch or in the isolated New England farm house, the Bell telephone is an open doorway to the Universal Bell System. From each Bell outpost run lines that connect it with the central office — that nerve center of the local system. Long distance and toll lines connect these nerve centers and furnish clear tracks...
Page 257 - Washington, on the other hand, was so rigidly punctual, that when Hamilton, his secretary, pleaded a slow watch as an excuse for being five minutes tardy, he replied : " Then, sir, either you must get a new watch, or I must get a new secretary.
Page 346 - Advertisers must not use the name of The Ladies' Home Journal, The Saturday Evening Post, The Country Gentleman...
Page 9 - ... what it is failing to accomplish, knows where to strengthen it and where to weaken it; who, considering the entire country as a whole, adapts his advertising to each locality, pushes his products where such products may be sold, and leaves uncultivated the places where no possible market may be made. He knows something of salesmanship, something of the law of supply and demand, a great deal of human nature and the best methods of appealing to it; has a vivid, instinctive sense of the power of...

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