The time has come when advertising has in some hands reached the
status of a science. It is based on fixed principles and is
reasonably exact. The causes and effects have been analyzed until
they are well understood. The correct method of procedure have been
proved and established. We know what is most effective, and we act
on basic law. Advertising, once a gamble, has thus become, under
able direction, one of the safest business ventures. Certainly no
other enterprise with comparable possibilities need involve so
little risk. Therefore, this book deals, not with theories and
opinions, but with well-proved principles and facts. It is written
as a text book for students and a safe guide for advertisers. Every
statement has been weighed. The book is confined to establish
fundamentals.
General
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