Something that kinda hacks me off a bit is how advertising can be intentionally misleading, but not outright illegal. Ads can't lie, not blatantly, but they can lie a little by omission. Hollywood is the worst for it. How many times have you watched a trailer or seen a movie poster, and gotten all excited about what looks like the latest action movie, only to go see it and find out that it's really some angsty, arty shit that has less swearing than a rom-com?

During the past month I have heard several complaints about people (mostly beginners) stealing ads from publications, placing their own name and address over the advertiser's and using this new advertisement as their own. Unfortunately, these people have no idea that they are "cutting their own nose off to spite their face," and I hope this report helps them.

Scenario #1

Good Advertising creates more production, thus greater consumption, faster turnover and lower sales price per unit. To a great extent it determines the success or failure of the mail order operator.

When working up an advertising program remember that what is genuinely desirable to you may or may not appeal to the majority of your prospects!

Different types of merchandise or services demand completely different advertising media. Your ad must be built around the ADVANTAGES of the product and designed to APPEAL to the specific customers who will BENEFIT from your offer!