Mediums; Catalogs, Booklets, and Folders; Direct Advertising; Management of General Campaigns (International Library of Technology, 102C)
Volume 102C of the International Library of Technology, the bound textbooks of the International Correspondence Schools in Scranton, collects seven instruction papers from the ICS advertising course, copyrighted between 1909 and 1919.
What it is
Volume 102C of the International Library of Technology, the bound textbooks of the International Correspondence Schools in Scranton, collects seven instruction papers from the ICS advertising course, copyrighted between 1909 and 1919. The Mediums paper defines a medium as any carrier of an advertising message and rates each by attention value, reader interest and reader confidence, then covers space, frequency, position and contracts. Two papers teach the planning, layout, paper, colour, copy and proofing of catalogs, booklets and folders. Direct Advertising lists fifteen means, from letters and blotters to house organs and sampling, and eight advantages, among them picked lists and keyed results. Three papers on managing general campaigns cover analysing the article, the field and the people, naming, packaging, trademarks and appropriations, then case histories from Wells Fargo, Scott Paper, Colgate, International Silver and Imperial Coffee.
Why read it now
The Mediums paper still frames the choice well. Its three tests, attention, interest and confidence, map onto today's viewability, engagement and brand-safety checks, and its rule that the best medium reaches the most of the right people without costing too much is still how reach and frequency are planned. The direct advertising paper reads like an early brief for performance marketing: picked lists, keyed responses, fast verdicts and cost per inquiry, all of which carried into direct mail and then into digital. The Scott Paper case is the most useful for Gulf manufacturers: a mill making private-label toilet paper for jobbers had no goodwill of its own, so it put its name on the product and fixed its grades and prices. What has dated: the rate tables, postal rules, printing detail, and the claim that a direct campaign stays hidden from competitors, which public ad libraries now undo for most paid media. Use: before a launch, score each medium in writing on the three tests for your buyer, and key every response channel so cost per inquiry can be compared.
Passages worth keeping
No matter how strong the message may be, the right results cannot be obtained unless that message reaches the right people and reaches them in the most effective way.
قوة الرسالة لا تكفي؛ النتيجة تعتمد على وصولها إلى الأشخاص المناسبين بالطريقة الأنسب.
Value, as applied to mediums, is always relative. A very valuable medium for one advertiser may be worthless for another.
لا توجد وسيلة إعلانية جيدة في المطلق؛ الوسيلة التي تنجح مع معلن قد لا تنفع معلنًا آخر.
The ultimate purpose of advertising is to sell goods.
الغاية النهائية من الإعلان هي البيع، وكل نشاط تسويقي آخر يُقاس بما يضيفه إلى هذه الغاية.
Conditions are not the same with any two products, manufacturers, or classes of buyers. No article should be advertised in two campaigns in the same way.
لا توجد حملة جاهزة تصلح لكل منتج؛ الحالات المعروضة أمثلة يُتعلم منها ثم تُعدَّل حسب المنتج والمشتري.
It was, as another manufacturer had expressed it, "owned by the jobbers that handled its product."
المصنع الذي يبيع بعلامات غيره يصبح تابعًا لتجار الجملة، لأن السمعة التي يكسبها تذهب إليهم لا إليه.
The scanned text has OCR errors. The passages are quoted from it, with only obvious slips fixed.
What it teaches best
Read the original archive.org
If this library is useful, leave an email
We send new patterns, ads, and notes when we add them. Name and phone are optional.
You are on the list
We will write when we add more library material.