Excerpt from Trade-Mark Advertising as an Investment The experienced advertiser who reads the accompanying monograph on trade mark advertising will find in its arguments and conclusions merely the formulation of his own tacit knowledge. The greater part of the matter here presented has been used by the writer for some time past in the form of typewritten briefs in soliciting business from advertisers. That the argu ment has appealed to their judgment as sound seems to be proved by the fact that, when reinforced by demonstrations of the type of copy he advocates, it has been instrumental in securing-in the past eigh teen months - orders for and offers of new business from a number of the largest and most experienced national advertisers, amounting to over a million dollars. The theory here presented regarding trade-mark advertising is not dependent upon the use of any one medium, but is applicable in some measure to all medi ums. It is particularly applicable to those which reach the Whole family frequently, thus giving the invaluable element of con tagion by bringing the message to their common knowledge. Whatever medium may be used, however, the message is the thing - the message that gets across - it is not What the advertiser puts into his advertisement that counts, it's what the average reader takes out of it. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.