The Advertising Handbook

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Excerpt from The Advertising Handbook: A Reference Work Covering the Principles and Practice of AdvertisingIt is frequently said, by those whose advertisements are criticized that the advertisement in question had a successful record. It is undoubtedly often true that an advertisement poor in some respect is nevertheless good enough as a whole to produce a satisfactory result. But this is no argument against having the weakness corrected, the same effort, with the fault removed, might be twice as successful as it was in its original form. A stammering salesman may have a good sales-record, but it stands to reason that with his speech impediment removed, he could do much better.The material here presented represents the gleanings of some twenty years in advertising practice, business research and writing, and considerable experience as a teacher of advertising and salesmanship.About the PublisherForgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.comThis 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.