with well-proved principles and facts. It is written as a text book for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to establis fundamentals. If we enter any realms of uncertainty we shal carefully denote them.

The present status of advertising is due to many reasons. Much

national advertising has long been handled by larg organizations

known as advertising agencies. Some of these agencies, in their

hundreds of campaigns, have tested and compared th thousandsof plans and ideas. The results have been watched and recorded, so no lessons have been lost.

Such agencies employ a high grade of talent. None but able and

experienced men can meet the requirements in national advertising.

Working in co-operation, learning from each other and from each

new undertaking, some of these men develop into masters.

Individuals may come and go, but they leave their records and

ideas behind them. These become a part of the organization’s

equipment, and a guide to all who follow. Thus, in the course of

decades, such agencies become storehouses of advertising

experiences, proved principles, and methods.