File:The principles of advertising arrangement (1912) (14780449714).jpg

Identifier: principlesofadve00parsrich (find matches)
Title: The principles of advertising arrangement
Year: 1912 (1910s)
Authors: Parsons, Frank Alvah
Subjects: Advertising
Publisher: New York, Chicago (etc.) Pub. for the Advertising men's league of New York city by the Prang company
Contributing Library: University of California Libraries
Digitizing Sponsor: MSN

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n its meaning withthe term salesmanship in itsbroadest sense^I understand it toinvolve a knowledge of men and what they wantor need. ^ It al-so involves thematerials thatmen have tosell, and howthese materialsare related to the individualwho needsthem. ^ Again,I understandit to mean aknowledge ofhow to bringthese things to the attentionor notice ofthe people insuch a waythat they willtake them. Ifyou agree with me that thisis what advertising is, we canwork together. Advertising is second to noform of expression, second tonothing in its importance justnow in everyday life. Therecan be no question but what it H § 15 lODr DBIBC iraa § is of vital interest to the manwho buys as well as to the manwho has something to sell, and1 want to make you feel that italso involves that thing whichis the expression of what you Every man who has work todo of any kind ought to get twothings out of it. He should se-cure a return for what he does;he wants also, or should want,to get pleasure from what he
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INCORRECT PRINTED PAGE MAKINGAN UNCOMFORTABLE APPEAL; CEN-TER OF MASS FALLS BELOW OPTICALCENTER. REVERSED MARGIN WIDTHSAND DISTRACTING MASS IN CORNER. SHOWING ATTRACTIVE PRINTEDPAGE MASS WITH W E L L-RELATED AND PRACTICAL MARGIN.XO DISTRACTING MASS IN CORNER.OPTICAL CENTER WELL PLACED. ■■ have to sell in the most effectiveway that it can be expressed;namely, the written or printedadvertisement. When we getan advertisement that is just aseffective as it can be made, wehave a good one. When I sayeffective, I mean when it is onethat does the business and de-livers the goods. does, and he ought to give acertain amount of satisfactionto others by what he does. Iunderstand this second thing tobe Art. I want to make thatclear now, so that you wontthink that Art is something thatit is not. I understand Art to be the Bumi6 DIBiniC mmc quality which an advertise- and cant do without it. Nowment has. When I say quality when I can show that the flour I mean fitness—the fitness ofthat advertprinciplesofadve00parsrich

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