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THE MASTER SALESMAN: 118 total pages.

quality that appeals to you artistically, emo­tionaIly or humorously - ask if it will "sell" you or the other man. That is the correct attitude to adopt in criticising advertising and the correct measure to use in estimating its worth. A GREAT many business men engaged in adver­tising buy ATTENTION value as represented by some striking effect gained by an artistic border, a freak fold or shape, an effective picture or a clever play on words. This is well as far as it goes, but it does not go nearly far enough. Attention, while a valuable part of selling, is not the whole of selling; it is, in fact, only one fourth of selling. Advertising dominated by attention-getting factors is simply over-balanced, dispro- [6] IDOLS OF BUSINESS portioned, disharmonized and distorted. Atten­tion, like other things, helps advertising but is not advertising any more than one side of a box is the box itself. The factors that govern the sale are by this time pretty well known to business, i.e. ATTEN­TION, INTEREST, DESIRE and ACTION. The for­mula may vary slightly, but in effect is in logical sequence as above.

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