. Florists' review [microform]. Floriculture. 64 The Florists' Review JOLY 2, 1914. THE USE OF PBINTESS' INK. [OontlDaed from page 17.] It should be deeply impressed upon the writer of copy that in every ad- vertisement he prepares for publica- tion the honor of his firm is at stake. It is of supreme importance that every representation made in an announce- ment to the public should reflect facts. Copy which is not strongly character- ized by integrity is unworthy of con- sideration. Preparing in Advance. The up-to-date advertising manager never defers the details of his cam- paign until the l
. Florists' review [microform]. Floriculture. 64 The Florists' Review JOLY 2, 1914. THE USE OF PBINTESS' INK. [OontlDaed from page 17.] It should be deeply impressed upon the writer of copy that in every ad- vertisement he prepares for publica- tion the honor of his firm is at stake. It is of supreme importance that every representation made in an announce- ment to the public should reflect facts. Copy which is not strongly character- ized by integrity is unworthy of con- sideration. Preparing in Advance. The up-to-date advertising manager never defers the details of his cam- paign until the last moment. This de- partment, to be effective, must be down to the minute. Sluggish methods never win out. No campaign is well planned with- out the advance preparation of all elec- tros that are required. The firm that has its advertising well in hand receives more consideration from publishers. The principles which obtain in farm journal advertising, relating to space, copy, illustrations, frequency of inser- tion, prices, advance preparation, etc., apply equally to advertising in all oth- er magazines and newspapers. General Advertising. With a mail-order seed house the il- lustrated annual catalogue stands first in the order of importance. Farm jour- nals easily rank second as mediums of advertising. There are, however, many other publications valuable to the seeds- men. Spasmodic advertising is of little value; continuity is a great essential. It is increasingly recognized that campaigning along educational lines is a profitable method of advertising. The use of pictorial hangers is quite popular, particularly with houses en- gaging in commission box trade. It is my opinion that the returns do not justify the expense. Liberal use of either calendars or house organs is not to be recommended, for they are seldom more than glanced at. A discreet use of souvenirs and nov- elties can be recommended. The rea- son for thia is that this is a fosbl of advertising which is in the n
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Keywords: ., bookcentury1900, bookdecad, booksubjectfloriculture, bookyear1912
