Advertising as a Business Force
A Compilation of Experience Records (Classic Reprint)

Excerpt from Advertising as a Business Force: A Compilation of Experience Records

The purpose of this book is to provide a text for the individual instruction work for the Educational Committee of the Associated Advertising Clubs of America. Throughout the work of compilation we shall endeavor to keep strictly to this purpose. In the selection of experience records it will be our aim to make our choices primarily with this object in mind. In a choice between two articles of equal value, the availability of one or the other for individual instruction purposes will lead to its selection.

If the book, in addition to being useful for this individual instruction work, serves to put before advertisers, in a somewhat new light, material with which they are already familiar, we shall be glad that its usefulness may be thus extended.

Again, if the compilation of these experience records serves to preserve from disappearance, in the files of the publications in which they appeared, some extremely valuable material covering the development of advertising during the last few years, we shall be glad that its usefulness has been enhanced by that service also.

The plan of the book embraces the selection of records of experience showing how advertising activities have been related to the selling results they were designed to produce. These experience records will be compiled under a few general headings corresponding with chapter divisions, and these general headings will be arranged in two main groups. The first of these groups will discuss the organization of the distribution system for handling goods sold ultimately at retail, and will discuss the advertising aspects of the successive steps in this system.

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