ADVERTISING PAYS.
SIR H. MACKINTOSH ON VALUE OF NEWSPAPERS. . “People who are sceptical about advertising always think about paying the bill.- They should get into their minds the fact that in properly conducted advertising the bill pays itself by increasing.output,” said Sir Harold Mackintosh, addressing the Leeds Nineteen Club recently. He hud found that the press was the best medium of advertising, because in it one could give the reason why and could argue the point while a poster had to be a statement only.
, As proof of the fact that people examine advertisements carefully, Sir Harold said that in one of his firm’s advertisements was a slight mistake in the drawing of the arm of one of the figures. Fifty letters were received pointiyg out the error. In another advertisement a leg Avas missing off one figure in a carnival group. They received a letter addressed “Lost Legs Department, Toffee Town.” BE ORIGINAL. Sir Harold griA r e the following list of “Musts” and’“Don Ms” for advertisers: — You must he original. Have the human touch. Not be a highbrow. . Link advertising with the goods in the windijw. Catch the eye, and .plan your scheme. Don’t, be just clever. Doq’t be linked too much with a mascot. Don’t use stunts too much. Don’t have the public laughing at you, but Avitli you, and Don’t play any one string too long.
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Shannon News, 7 February 1928, Page 3
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230ADVERTISING PAYS. Shannon News, 7 February 1928, Page 3
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