Clickable dictation at various speeds is available at the bottom of this page. The transcript of the dictation appears here as well.
When I graduated from college, I first worked in an advertising firm. The day-to-day grind there was more than I could stand and I ended up leaving one year and one day after I started. (That was because the placement agency warned me I had to stay one year in order to avoid paying their astronomical fee. I've since found out that was a complete lie.) I thought advertising was going to be glamorous but, in the position I had, it sure wasn't. This view from almost 100 years ago is still accurate today.
Gregg Speed Building, Gregg Publishing Company, 1932, p 67-68
Power, magic, enchantment—to the amateur, no word seems strong enough to describe the undeniable accomplishments of advertising. But from a professional viewpoint, advertising merits somewhat more sober terms. As a matter of fact, the making of successful advertments is a difficult business, requiring both skill and experience.
It is true that advertising will speed up sales and secure a larger volume in a shorter time for a manufacturer with foresight, courage, and financial resources to carry definite business policies to completion.
But no amount of advertising will sell a product that cannot be sold without advertising.
It is certain that advertising can and does create valuable good will for a brand or a trade-mark. Witness the actual money value of any well-advertised name.
But it is equally certain that back of that name there must be honesty, fair dealing, and full value for the price asked. Advertising an unworthy product simply means that a larger number of people will presently discover its disadvantages. Advertising pays its way, often many times over. It will permit lower prices through increased volume. It can reduce selling costs. It can lessen the time in which a product moves from factory to consumer.
But advertising that does not consider the problems of the jobber, the retailer, and the salesman often loses more than it gains. Advertising must contain the principles of sound merchandising to be successful.
Advertising points out the merits of a product and impresses the buyer with its desirability. But advertising cannot create a single point of superiority in a product nor add a single virtue to its manufacturer.
Advertising is accepted as a necessary part of modern business promotion. It has won a place for itself in virtually every industry. Rightly directed and prepared, advertising has proved that it can return a profit to the advertiser. But advertising always should be considered as a business enterprise and not as a magic formula for unearned success.—N.W. Ayer & Son, Inc.
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