What Direct Mail Can Do in Building Industrial Sales

What Direct Mail Can Do in Building Industrial Sales

The Industrial Buyer Must Receive Individual Treatment and Consideration of His Needs Industrial marketing is similar to general or consumer marketing in practically all respects but one: the point of view of the buyer. In selling to the public you deal with single...
Advertising Today

Advertising Today

IN the year 1759 Dr. Samuel Johnson wrote in his weekly Idler: “The trade of advertising is now so near to perfection that it is not easy to propose any improvement.” That was a century and a half ago. Advertising meant announcements a few lines long a fresh cargo of...
Writing Copy from the Inside Out

Writing Copy from the Inside Out

Behavior the “Trick” Advertisement Which Attracts So Much Attention to Itself That It Distracts from What It Should Advertise  No matter who he is — engineer or explorer, physician or lawyer, student of astronomy or of divinity — it is probably good for a man to cast...
How to use pictures in advertising effectively

How to use pictures in advertising effectively

Advertising power comes only from the message itself. The best two methods of applying this power, as your layout man well knows, are headlines and pictures. When we say “pictures” we make definite reservations. We don’t mean “art.” Any...
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