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Reason Why Advertising
ISBN
9781387174133
Uitgever
PublishDrive
Verschenen
21-08-2017
Taal
Engels
Bladzijden
71 pp.
Bindwijze
ebook EPUB
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Reason Why Advertising ebook: EPUB met Adobe-DRM

With Intensive Advertising

John E. Kennedy, one of the forefathers of modern advertising, was born in Canada and worked there as a freelance copywriter until 1904, when he landed a job at the Chicago office of Lord & Thomas. He was hired byAlbert Lasker, then a junior manager, on the strength of a note Kennedysent him, which read, "e;I can tell you what advertising is."e; Kennedy made good on that promise; although he stayed there for little more thantwo years, Lord and Thomas sales volume went from $2.5 million to $3.2million by the time he left the company.Kennedy went on to hold copywriting jobs at other firms, but his greatest successes were accomplished while freelancing for such firms as Ethridge-Kennedy Company and Lord and Thomas. B.F. Goodrich tires made him a rich man by paying him $20,000 a year to work half time, an amazing amount for the era.- - - -"e;ADVERTISING should be judged only by the goods it is conclusively known to sell, at a given cost.Mere opinions on Advertising Copy should be excluded from consideration, because opinions on Advertising are conflicting as opinions on Religion."e;But, it is different with Advertising, as it is with Mechanics or with Medicine, all three of which can be conclusively tested."e;Many Advertisers, however, seem satisfied to spend their money on mere Opinions about Advertising when they might have invested it on Evidence about Advertising."e;When it is anything less than Salesmanship it is not real Advertising, but only 'General Publicity.' And, 'General Publicity' admittedly claims only to 'Keep the Name before the People,' - to produce a 'General impression on the Trade,' and to 'Influence Sales' for the salesmen."e;The only way to judge Advertising is to judge it by the amount of goods It is conclusively known to Sell, at a given cost."e;Learn the Secrets of the Marketing Masters...Get Your Copy Today.
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