Excerpt from The Advertising Book, 1916
The chief purpose of "The First Advertising Book" - 1916 - is to put into form for convenient reference some of the available records of recent progress in advertising methods. This is done with two separate objects in view.
One object is to give to such persons as may be interested in advertising (but who are not familiar with its inner workings in its modern forms) a clear idea of what is being done from within to make more effective this part of the present-day selling mechanism.
The other, and the more important object, is to help those who are actively engaged in selling operations to acquire a working familiarity with some of the events forming current advertising history. To such persons, the records of these events may have suggestive value in connection with efforts to reduce waste in the processes of distributing merchandise.
In the conclusion of "Advertising as a Business Force," a similar compilation made for the Associated Clubs in 1912-13, 1 called attention to three lines in which it seemed to me advertising was making distinct progress:
1. Immediate contact with selling.
2. Accurate knowledge as a basis for action, and
3. Exacting standards of honor.
This new compilation of some articles which have appeared during the past two years serves to show clearly that the progress being made in each of these lines -as well as in others - is of a substantial character.
The present volume may be said to have been built around the following sentence at the close of "Advertising as a Business Force":
"It does not require the gift of prophecy, then, to foresee the very imminent coming of the time when the very highest possible standards of honor in advertising appeal will not merely be "good business" but will be absolutely essential to any advertising appeal which can be expected to have any real effect."
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