Book Description

Excerpt from About Advertising and Printing: A Concise, Practical, and Original Manual on the Art of Local Advertising Advertising is a distinct art, as much so as the art of coal mining or of engine building. To be a successful advertiser one must at least understand the rudiments of that science which to-day is so little studied and so little understood. Any one can write an advertisement, and almost any one can write it to please the advertiser; but often the advertisement which is so gratifying to the writer will hardly attract a passing notice from the possible customer. Whether or not the advertisement be pleasing to the pride of the writer or advertiser is a question of small consideration, but vital importance hinges upon the capacity of the advertisement to attract the people, and, by attracting them, gain their intelligent attention, which, once obtained, must force the gist of the advertisement into their minds, and, if they be available customers to the line advertised, impress upon them the wisdom of an inspection of the goods advertised. Few advertisements sell goods directly. The burden upon an advertisement is to draw attention to the store, or to the articles there for sale, teaching the first lesson in prospective purchasing. The advertisement brings people to the store, and there its mission stops; - then success in selling depends upon the quality of the goods, the price, and the salesman. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.