Posts Tagged ‘Paul Lessing’
Advertising That “Comes Back”
(Reprinted from Agricultural Advertising)
Ads are like men — whether or not they can “come back” depends on where they have been and their record while away. And not this only — the time-worn assertion that an advertised article must “make good” means more than that the article must be right, and the business on the square; it means that the advertiser has nerve. He knows not brass, not check to bluff the thing through, but pluck and the nerves that hold; that as long as he’s in the game he has a chance.
One thing that puts a lot of advertisers out of the game is talk of “business depression” –Money scarce? No, sir. Nothing is scarce in this country. There is plenty of everything in business except Time, and, strange to say, time is the one thing that is periodically and unnecessarily wasted by giving up to that bugaboo “business depression.”
The advertiser whose ads come back in money and prestige, and all sorts of business success, is the man who isn’t afraid; the man who takes advantage of the other fellow’s scare to spend more money for publicity–to secure merchandise at scared-down prices–the man who smiles away the clouds of panic; the man who keeps his head cool and his feet warm.
And it is so with all sustained and continuous purpose–the ads go forth, not only to make good, but to “come back” manifold; in money. And in the best of all returns, the confidence and support of the public.
Advertising men have had the didactic paradox “Don’t say don’t” dinned into their ears for so long that they have come to bow before it as to a fetich. Hartwell Mason in Agricultural Advertising has come forward with ingenious arguments to support his contention that we may use negative copy once in a while. This [...]
Twenty years ago advertising was called a graft, ten years ago a game. Today it is styled a profession and the best brains of the world are clamoring for admission. The profession of advertising rewards its devotees highly because it demands much. The capable advertising writers of today are keen, studious men, – men of college [...]
Practically every manufacturer whose business is of any extent needs at least one catalog. To those who have not had considerable experience in the work, the compilation of a catalog is a giant’s task. Some of the books that are sent out to the public show plainly that they have been written by those not [...]
I wasn’t intending to go to the Field of Dreams movie site. I was on my way to Milwaukee heading east on Highway 20 and the sign for Dyersville caught me off guard. The stop would delay the journey, but how can you not stop at the Field of Dreams? I mean, it’s the freaking Field [...]
Iowa Admen, 150 strong are sending a train half way across the continent to attend the Seventh Annual Convention of the Associated Advertising Clubs of America. They are going to learn – and to teach – advertising. Not one of the hundreds of advertising men who attend this meeting but will bring back priceless knowledge [...]
I stumbled into the aviators. I mean, when we photoshopped the Top Gun original photo, I agreed to be Goose (you know, the one who dies) because taking the role of Maverick, the main character, well, that’s not my style. I’m a little out there but try to stay somewhat humble. Plus, a Flynn has [...]
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