Marketing (September-December 1908 & January-December 1909) . he adver-tising of Canadian manu-facturers in the same majority of ad-readerscannot compare the dif-ferent systems, but theycan and do compare theadvertising. We have notthe space to reproducemore than one ad. of theAmerican Companys ser-ies, nor is it necessary forus to do so. The text ofthe whole series is Heat-ing Facts. And each a number of inter-esting facts, and inciden-tally they all emphasizethe point that the purchaseof American Radiatorsand Ideal Boilers is adividend - paying invest-ment. Despite the ex-t
Marketing (September-December 1908 & January-December 1909) . he adver-tising of Canadian manu-facturers in the same majority of ad-readerscannot compare the dif-ferent systems, but theycan and do compare theadvertising. We have notthe space to reproducemore than one ad. of theAmerican Companys ser-ies, nor is it necessary forus to do so. The text ofthe whole series is Heat-ing Facts. And each a number of inter-esting facts, and inciden-tally they all emphasizethe point that the purchaseof American Radiatorsand Ideal Boilers is adividend - paying invest-ment. Despite the ex-travagance of some claimsadvanced by this company,if I were to build to-mor-row, and had to judgeheating systems by theadvertising, AmericanRadiators and Ideal Boilerswould certainly be specified in the contract. The advertising of the AmericanCompany keeps on forever emphasizing the following points: durability andsimplicity of construction—a dividend-paying investment—cleanliness ascompared with obsolete heating systems, and comfort. The copy is always. THE GURNEY FOUNDRY CO. Limited Toronto 30 Economic Advertising Dec, 1908 clever, forceful and well illustrated. It stares people in the face, from allsorts and conditions of publications, during the coldest months of the year—just the time when people are apt to pay most attention to Heating Facts. We do not say that this advertising is anywhere near as definite as itshould be. Only a few specific advantages are mentioned in connectionwith this heating system, and it is questionable if they are specific. But,this much must be said in favor of the American Companys copy-writer has relegated his and the manufacturers ideas of adver-tising to the background. He has built the copy, piece by piece, with onlyone end in view—that of capturing and holding the attention of the ad-read-ing public. We might also assert that this copy has created many ad-readers. The following conclusions are at least logical: The w
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