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Forward
Dr. Robert C. Worstell
Reason Why Advertising
A Group of Articles that Actually Say Something About Advertising
You Must Do the Sum to Prove It - Article I
How to Test General Advertising - Article II
How to Test Mail-Order Advertising - Article III
The"Record of Results - Article IV
To Whom Are You Advertising? - Article V
The Responsive Chord in Advertising - Article VI
Why Some Advertisers Grow Wealthy While Others Fail - Article VII
Let There Be Light - Article VIII
Fortunes Wasted in Following “WILL-o’-THE-WISPS” - Article IX
How Shall We Know Good Copy? - Article X
They Who Blindly Follow the Blind - Article XI
Making Sure of Results from General Advertising
Intensive Advertising
Intensive Advertising Defined - Chapter 1
The term “Intensive Advertising” is new.
Salesmanship Multiplied - Chapter 2
What is good advertising? Merely Salesmanship multiplied.
Good Advertising is News - Chapter 3
Consider the Newspaper!
Good Advertising is Plain Salesmanship Intensified.
How Short Should an Ad Be? - Chapter 4
That depends upon what it has to say!
How long should a good Advertisement be?
To Sell Goods Requires Salesmanship.
To Plan and Write Strong Ads - Chapter 5
Start with the Right Point-of-View.
First study your Customers.
So we come back to a mental conception of the typical buyer of this Article again.
First -- News Interest.
And Now For the Climax.
Resources
Bonus
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