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You must look for these factors or sequences in judging an advertisement (always measuring by sales value) because if an advertisement is starved in one or more of these factors it cannot be good, no matter how striking or impressive or "eye-catching" it may be.
All kinds of advertising herewith spoken of are embraced in newspaper, periodical, magazine and direct, mail work - public announcements, letters, broadsides and booklets.
Two illustrations will exemplify the point sufficiently; two relatively brief announcements follow, each taking about six inches of space, yet in each the sections or divisions of ATTENTION, INTEREST, DESIRE and ACTION are very distinct and easily traceable.
These sections should be just as easily traceable in the letter or booklet or other advertising product put in periodicals or in the mails.
[7]
IDOLS OF BUSINESS
Attention Section
Interest Section
Desire Section
Action Section
Attention Section
Interest Section
Desire Section
Action Section
IDOLS OF BUSINESS
[9]
IDOLS OF BUSINESS
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