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wit in a man doesn't make him a salesman but simply a wit, though wit combined with salesmanship might very conceivably help sales; a handsome man may make a good impression, but if he hasn't the selling instinct his good looks will not count far in getting sales results though, of course, they would help the good salesman.
Advertising, basically, is selling. Till business understands this it will never be able to judge advertising correctly, because everyone judging advertising will have a different standard to judge advertising by. To the mother an advertisement might be "good" because it pictured a cute little baby; to an artist an advertisement might be "good" because it appealed to his artistic sense; to a literary man an advertisement might be "good" because it appealed to his literary tastes; to a humorist an advertisement might be "good" be-cause it appealed to his sense of humor by a clever joke or pun. The mother, artist, literate, and humorist might find it difficult to agree as to what in their viewpoint and opinion was
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