Posts Tagged ‘advertising’

The Perambulating Showcase

October 01, 2011  |   Advertising and Marketing   |     |   0 Comment

The Perambulating Showcase

Another classic short story about advertising from The Clock that Had no Hands And Nineteen Other Essays About Advertising By Herbert Kaufman The newspaper is a huge shop window, carried about the city and delivered daily into hundreds of thousands of homes, to be examined at the leisure of the reader. This shop window is unlike the actual plate glass showcase only in one respect—it makes display of descriptions instead of articles. You have often been impressed by the difference between the decorations of two window-trimmers, each of whom employed the same materials for his work. The one drew your attention and held it by the grace and cleverness and art manifested in his display. The other realized so little of the possibilities in the materials placed at his disposal, that unless some one called your attention to his mediocrities you would have gone on unconscious of their existence. An advertiser must know that he gets his results in accordance with the skill exercised in preparing his verbal displays. He must make people stop and pause. His copy has to stand out. He must not only make a show of things that are attractive to the eye but are attractive to the people's needs, ...

The Pass of Thermopylae

September 30, 2011  |   Advertising and Marketing   |     |   0 Comment

The Pass of Thermopylae

Another classic short story about advertising from The Clock that Had no Hands And Nineteen Other Essays About Advertising By Herbert Kaufman Xerxes once led a million soldiers out of Persia in an effort to capture Greece, but his invasion failed utterly, because a Spartan captain had entrenched a hundred men in a narrow mountain pass, which controlled the road into Lacedaemon. The man who was first on the ground had the advantage. Advertising is full of opportunities for men who are first on the ground. There are hundreds of advertising passes waiting for some one to occupy them. The first man who realizes that his line will be helped by publicity, has a tremendous opportunity. He can gain an advantage over his competitors that they can never possess. Those who follow him must spend more money to equal his returns. They must not only invest as much, to get as much, but they must as well, spend an extra sum to counteract the influence that he has already established in the community. Whatever men sell, whether it is actual merchandise or brain vibrations, can be more easily sold with the aid of advertising. Not one half of the businesses which should be exploited ...

The Cannon that Modernized Japan

September 19, 2011  |   Advertising and Marketing   |     |   0 Comment

The Cannon that Modernized Japan

Another classic short story about advertising from The Clock that Had no Hands And Nineteen Other EssayAbout Advertising By Herbert Kaufman: Business is no longer a man to man contact, in which the seller and the buyer establish a personal bond, any more than battle is a hand-to-hand grapple wherein bone and muscle and sinew decide the outcome. Trade as well as war has changed aspect—both are now fought at long range. Just as a present day army of heroes would have no opportunity to display the individual valor of its members, just so a merchant who counts upon his direct acquaintanceship for success, is a relic of the past—a business dodo. Japan changed her policy of exclusion to foreigners, after a fleet of warships battered down the Satsuma fortifications. The Samurai, who had hitherto considered their 10blades and bows efficient, discovered that one cannon was mightier than all the swords in creation—if they could not get near enough to use them. Japan profited by the lesson. She did not wait until further ramparts were pounded to pieces but was satisfied with her one experience and proceeded to modernize her methods. The merchant who doesn't advertise is pretty much in the same position ...

Using a Website to Market Your Business

Using a Website to Market Your Business

There are many different ways to advertise your business on the Internet. Placing banner ads, orchestrating an email marketing campaign and tactfully mentioning your business on industry related forums and message boards are just a few of the popular options for Internet marketing. Another Internet marketing strategy involves creating and advertising a website to promote your business. You can use your website in a number of ways. Some of these ways include providing more information about your business and the products or services you offer, letting potential customers know how to reach you and even selling your products and services via the website. This article will highlight the advantages of using a website to market your business and will outline some of the ways the website can be useful. One great advantage to using a website to market your business on the Internet is that you can place descriptions and photos of the products or services your business offers. This is important because many consumers use the Internet when researching products and services. Having an online presence gives your business an advantage over the competition because consumers are much more likely to select your products or services over the products and ...

The News Of The World Scandal And Your Website

The News Of The World Scandal And Your Website

The News Of The World Is Closing Down The News of The World is going to be closed down this coming weekend- News International announced today that this coming Sunday will be the very last News Of The World Sunday newspaper to be produced in the UK. I remember as a child trying to sneak a peek at the titillating stories in the paper and perhaps get a peek of something that I shouldn't have been looking at.I never really liked their style of journalism but they certainly had a strong following of people who would read the paper- even my father sometimes bought The News of the World So, why is The News of The World closing down? They are closing down purely and simply because of the reputation that they have developed through the phone hacking scandal.The story basically is that they are being accused of tolerating a culture that encouraged journalists to hack in to people mobile phones and listen to their voice mail. Now, I have no idea if this is true or untrue, however the bottom line is that the scandal had enough validity to cause ...

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