Advertising & Selling, Volume 8 (November 3, 1926 to April 20, 1927)
A bound volume of the New York trade fortnightly Advertising & Selling: 13 issues from November 3, 1926 to April 20, 1927, about 1,250 scanned pages with an index.
What it is
A bound volume of the New York trade fortnightly Advertising & Selling: 13 issues from November 3, 1926 to April 20, 1927, about 1,250 scanned pages with an index. It opens with President Coolidge's address to the American Association of Advertising Agencies, which calls advertising the life of trade. E. T. Gundlach says art in ads hides the product, like a peacock's tail on a fat goose; Earnest Elmo Calkins replies that selling works by disguising the wish to sell, and later argues that admitting a rival's merit makes copy believable. S. H. Giellerup reports that thousands of buyers keep one brand for years, yet firms book this habit at nothing. Arthur B. Rubicam asks for openings that stop a skimming reader. Ralph Borsodi attacks national advertising for creating desire, Edward L. Bernays defends public relations, and John L. Love reports Britain's Mustard Club teaser campaign.
Why read it now
Read it for debates that are still open. Giellerup is right that repeat buying is an asset, and brand value now sits on balance sheets after acquisitions. But Ehrenberg-Bass research finds that most buyers split purchases across several brands, so his picture of lifelong single-brand loyalty is too strong, and studies of brands that stop advertising show sales falling slowly rather than holding. Calkins wins the art debate on current evidence: the IPA databank links emotional and creatively strong campaigns to larger long-term effects, so Gundlach's plain butcher's talk is a direct-response rule, not a general law. Calkins's case for conceding a rival's merit matches research on two-sided messages, where a small admission raises credibility. Rubicam's assumption that most readers see only the headline and the first lines fits a phone feed even better. What has dated is the tone: Coolidge's praise and Borsodi's alarm both rest on belief, not measurement. Use: rewrite the first line of one ad as a direct address to the reader, add one honest limit, and test it against the current version.
Passages worth keeping
This habit-forming tendency of the public is of vital consequence to the manufacturer. It is the foundation of every successful package business whether the owner realizes it or not.
عادة الشراء المتكرر هي الأساس الحقيقي لأي منتج استهلاكي ناجح، حتى لو لم ينتبه صاحبه إلى أنها أثمن ما يملك.
an advertisement must start on the theory that it has only a fair chance of being seen; that its caption might get read; and that, if it is lucky, the first half of the first paragraph may catch an impatient glance.
اكتب الإعلان على افتراض أن القارئ سيرى العنوان وأول سطر فقط، فهذا كل ما تضمنه من انتباهه.
The success of advertising, and all selling, is due to the successful disguising of the desire to sell.
المشتري لا يشتري لأن البائع يريد أن يبيع، بل لأنه يرى فائدة لنفسه، لذلك يتحدث الإعلان الناجح عن متعة المشتري لا عن رغبة البائع.
How seldom do we admit that our product is not the best, the biggest, the most widely sold? How seldom we concede some merit to a competitor.
الإعلان الذي يدّعي الأفضلية في كل شيء يفقد التصديق، والاعتراف بحدود المنتج أو بميزة المنافس يجعل بقية الكلام أقرب إلى الصدق.
Given a product in universal demand, enjoying one hundred per cent distribution, and an amalgamation of all its producers, is advertising necessary?
حتى المنتج الذي يشتريه الجميع ويحتكره منتج واحد يحتاج إلى الإعلان، لأن الإعلان يستطيع أن يوسّع طرق استعماله فيكبر السوق.
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.