Advertising is much like war, minus the venom. Or much, if you

prefer, like a game of chess. We are usually out to capture others’

citadels or garner others’ trade. We must have skill and knowledge.

We must have training and experience, also right equipment. We

must have proper ammunition, and enough. We dare not

underestimate opponents. Our intelligence department is a vital

factor, as told in the previous chapter. We need alliances with dealers, as another chapter tells.

We also need strategy of the ablest sort, to multiply the value of

our forces. Sometimes in new campaigns comes the question of a

name. That may be most important. Often the right name is an

advertisement in itself. It may tell a fairly complete story, like

Shredded Wheat, Cream of Wheat, Puffed Rice, Spearmint Gum,

Palmolive Soap, etc. That may be a great advantage. The name is

usually conspicuously displayed. Many a name has proved to be the greatest factor in an articles success. Other names prove a distinct disadvantage – Toasted Corn Flakes, for instance. Too many others may share a demand with the man who builds it up.

Many coined names without meaning have succeeded. Kodak,

Karo etc., are examples. They are exclusive. The advertiser who gives them meaning never needs to share his advantage. But a significant name which helps to impress a dominant claim is certainly a good advantage. Names that tell stores have been worth millions of dollars.