Publisher's Synopsis
Excerpt from Population and Its Distribution: Compiled From the United States Census Figures of 1910
Among other things the answer vitally affects your advertis ing. If you have dealers in, say only 48 of these 144 towns, one third of the whole - it is evident that any advertising you do will be seriously handicapped.
This may not be your case - it is but one of many kinds of sales and distribution gaps which the determining of standards usually discloses. Whatever form the gap may take, it is the function of advertising to close it - to push the sales records closer to the quota. The form of the gap determines the form of the adver tising. One may require a national campaign - in magazines or news papers, supported perhaps by street cars, billboards, painted or electric signs, trade papers, window displays or circulars. Another may need advertising in selected territories only, using one or more of the mediums named above. Still another may require a form of service entirely outside these regular channels - trade promotion, _ sharpshooting with letters and booklets. In 48 years' advertising experience the J. Walter Thompson organization has used and studied them all, successfully conducting hundreds of campaigns of every variety. We dig for such fundamental facts as this book pre sents, then choose without prejudice whatever tools the task demands.
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