Me me L ee wh a aed “ ‘ . Q ye ; . NTC eee ee : ~ tay, nah eae Rt x t $ COMMERCE AND JOURNALISM _ bx? BTAIL ADVERTIS 5 of Retail Advertising Managers CouuMBus, OHI0 April, 1926.0 x Reed ie SD #0, Y i q 4 » Oy gm Ma ? a *& * wi FOREWORD The author and the Bureau of Business Re- Search present these interviews with retail sdvertis- ing managers as valuable information bearing on the determination of the most effective training for ad- vertising. It is not presented as an exhaustive treatment of the subject, but rather as a compilation Of valuable opinion, Some valuable results could probably be se- cured by an intensive jot analysis of the work done by advertising employees, and the relations of this work to the various types of training programs offered. The Bureau may at some later date be prepared to carry the subject forward in this direction. Spurgeon Bell, Director TRAINING FOR RETAIL abVERTISING (Sumnary of Opinions of Retsil Advertising Managers) With the enormous increzse in the use of advertising during the past tventy-five yesrs, the problem as to the profes- sional preparation of those entering this field has tecome an im- portant one. Advertising courses are new. Universities and Colleges differ widely in the amount and type of advertising training offered. One large University in the Middle West offers only one course in advertising and that a course in Advertising Writing in the College of Journalism, From this minimum the number of courses Offered in advertising ranges up to aoproximately twenty, which is the number of strictly advertising courses, offered by a large Uni- versity in one of our eastern metropolitan centers. These twenty cOurses cover the field through the offering of such courses as: Essenticsls of Advertising, Advertising Copy, Principles of Form and Color, Principles of Applied ait, Pyschology of Advertising and selling, Lsyouts, Visualization, Typography of Advertising, Print- ing of Advertisements, Advertising Media, Direct Advertising, Re- tail Advertising, Window and Stove Display, Retail Copy Writing, Department Store Advertising, Outdoor Advertising, and House Organs. In addition there are s number of courses in Marketing, Marketing Campsigns, Marketing Costs, Marketing Researsh, ete. Only a few Un- iversities-notatly New York University, University of Wisconsin, Wharton School of Commerce, Ohio State University, Indiana Univer- sity, Syracuse University, snd Boston University-offer specific courses in retail advertising in their colleges of comnerce, In order to arrive at some definite ides Of the type of advertising training which would tcst Serve the needs of business, the Buresu of Business Research, Ohio State University, began in fasosopon oa ecteifzevbe Yo sew at? ai vijovene Suan on eae ty ~Estoig edi cr sc meftdoere sit eres ovitayenex? tani: ame owas fe opoood ai Bistt etd? oFrotics oe odd to Ne ttoroeate - ay ‘ aba bad waltie rovt WY. avon 326 ase ios ites? sere “pean a x geistest gt! ie ttrevhc ro sores Rae thnsorn bad ik’ ei abe + ro Vino Sestts Feov sfhei > ck etie rovkal og xel oD & : € Sst potter a fake tov ha sti azuoo a fed? bar goiedtyevbe ii 2e a? eserecs ‘te resi mnt 547 memenio etdt mort ,.webfentsat To syst tog vat al ones a ' ab ‘doldw etesws Elster bo yeeere OF aN gsgner guiertserss i e4 “bets?to S8ewsoo sitelitarhe yktoirte te a er Lexetnes medifogsys en usaiace suo TG age ab yiter a hed 8s8 tess foe Fe shi ystto sdf Axwo ot? 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(hb trast LeowR¥ atvoyed ,pablise estas SoVRA Coesld ,cihew guia ltiovba ,etaomentt toF Bh to gn : “Or dio weed Lastsk ,gefacid exolB bus’ wObNIS grisea ty torah: tha: ‘a gro sayon Sac udaiisarbs toobivO antieivisvhs ofetR Pasrsze rae % | os pe You rok gnttas tix ni ngexeon tO todmen 9 sto ete nol t 26h | bt 2 Gino ..a%2 his sooa08 gy td sito ,eteod gatvectset ,enges | Siteacbeim te ¥ teisviat .ytfaxvovint) Are¥ wey yldeter een Steed mieteal. .idtereviat s22f% 0140 ,vorem oo te Tootog note ; g Mattobae Hotto-¢tleraviny modeod bre xosexoriny seo anye “( Mgt rerms bYo Ssget! dy’ Speed oP Silettiorhe Distew ba 3 ae sat edt %) wobl -otinit sh: ores 76 ovtize oe, oye at Bepeeesiess to fest oy ovese | eof Bio dottry ae % " , ; me cor Sans NGObot .Ctieroviny secte@ ofa Avanente ‘A i meerct vn - 1925 s study of the content of advertising courses as the business mon, the man engaged in active advertising work, would lixe to see it .Business men are practical judges of the results of training Which prepares workers for their own businesses, and it was thought that 2 representative survey of the cdvertising agency field (in- cluding both the small snd large agency) and = survey of the retail field (including both the large ond small store) would give a true picture of business thought as to the gosl at which advertising training should aim. The training desired ty the manufacturer ox wholesaler who employed advertising men and women would vary widely. At one end of the scale would be the manufacturer with a large ndvertis- ing department who would want in his advertising personnel prac- tically the same training as the advertising agenoy; at the other end of the scale would be the manufacturer those advertising, more local in its nature, would recuire c trsining corresponding more closely to that sought by the retailer. The opinions, therefore, of those engeged in the advertising agency field and those respon- Sible for retail advertising would, taken collectively, show the scope Of preparation which business men and women in general thought most effective in fitting students for advertising work. In July, 1925, the Bureau issued a bulletin on "The Content of Advertising Courses in Colleges of Commerce and Jour- nalism-Agency Viewpoint". This bulletin presented the summarized Opinions of twenty-five advertising agency executives on the type of training colleges of commerce ghould offer in order to prepare students to go out into the advertising field and intelligently begin work, Among those who expressed opinions as to the best type of training, there was some difference of Opinion as to , : wr f > ie ans 1 Pe ; cae af > ae } - * ee reed |: 7 ts nee }. - } —TLee ~ Se) "S74 f aul ea Z v I r dia © oe 4 J - * = LA Ares fv jae o Reonians ot? @2 aoe redo salegsryibe to snotuce 90 to Shute gam OT anit Bivow ,Rkov ailel?s9rbe eviteo nt begat —— ee auinisrt bo ut ivess stig to sonbut isodzoo3g ata por Be 30 x . “trigirots Gow Ft fas .Sceesnieud nwo ska? ‘ot & sou tow conor ess) Slat? yuptoygsc sntetitovhs ast te Yovrsa sv isotmasengsy 2 pftetes | aac to vovrtee = bas (Yous ae fa ba “A &pe Ilene act féod gait “ert © avy biwow (4toie ihaee be: sarc edd sod atl bufoad) St gitats Tevbc doita ge f20% 942 of ec sigur eeeciend +o oan va aa ae Pp: Sgn f we : < 4 mee Sp | lth hluode actaae ‘ yo el } ai a teiseolode ro sexbac oban ce aft «J bestnen gest inte yz ait a ese oe -Ylsilia yrer Rison ran ow te 6 m ati siteths Sa goles ote “sattrar5; egies oc re iv? taxuio oT cee odd of St uow afeoe edt To © 4 208g fennog sq gileitsovbhs ett al inaw bilvow ode tas od poqed- on E95! Batt oat *o “ygonog Buse itrovsn ot ao gataiors since 8s Ag Uiteond | ip ey S ¥ som [ApBiet? sora: S838 setgrfoctonom ost ef bigow sisog os? Fo bas a cater Butbucgeass: % aningoss > oxtuosx Bfvow ,ernven add mt feook eed. a anclazace att . sattetes st ys adgros todd oF qsne fo. i any é et seods Ber: b£ai% yorage gntetisevbho add nt begians evodt Mey woe UIST tos{loo eosin J Bluow giteltzetbs Skater tok ofdte ba - Wie © toxeass at aswos Gye fet ge5n aud foh ov Holveraqesg To 9q 908 aro actialsuovbs 30F Ki uShutg gat tor at askts Teos tigwods. | « ‘oan fO witelied s hawer? wostor eds SOL , erat ad 4 tes ‘bata op 5 amma’) to esaefi oD at. gsaxrco? ule ri: ovDA to 9408 7 6 aa Dee! somiae ge botave ang atveliuad atag "tak oas £9 amgiamesan F © a a pe oud oO ‘Sartivc Ate MoLegs susteb? sovbe or tt amend te St ‘ 7 ik Fea ot seco ni sotto birodg sorsrtoes to cage los iM Mitoosisf{sto: Snie ALsit gake tt rovbe ed? ods. iy bed: ag e%¢ of ae enotazeo’ Bs Anarene oda aeogt BG f 2° AOinigo Ye sosetetS £6. atop ent "s ; mor i 3 vu Whether the tesching emphasis should te on the troad general prin- ciples of marketing and advertising or whether the technique of the Subject should be stressed. The preponderance of opinion, however, favored educational emvhusis on the broader phases of advertising and marketing rather than on the technique or mechanics of advertis- ing, though the inclusion of 2 substantisl amount of technique in collegiate courses in advertising was thought desirable. Since the Opinions used as a tasis for the first discussion cone from sdver- tising agencies, it was thought that it might te profitatle, in addition, to request the viewnoint of retail advertising mancgers on the same question; namely, the type of training which test fits “a young man or woman for general advertising work in the advertis- ing depcrtment of e retail store, At the outset, the guthering of the opinions of retail sd- vertising managers on these points seemed simple undertaking. The agency executives to whom inquiries had previously teen sent had been keenly interested in the subject. Retril sdvertising managers, hovever, seened less interested in the discussion and more difficulty was exnerienced in getting together a series of ovin- ions representative of the . viewpoint On the protlem of the typical advertising maneger of a retail store. The materisl finally brought together fairly illustrates the range of ovinions on the subject and gives those responsitle for the advertising training of colleze Students the viewpoint of progressive retail advertising managers as to the subjects that should be stressed and the qualities thst should te develoved in order that a student on graduation might be Well equipped to go into the advertising depsrtment of 9 retsil Store Yyeasonably familiar with the performance of those duties which a, onhsg farec e6 Booge 347 no ‘oF ai cone atectiqns ad seaid es Pig : $d? to mrp batost oat todtedy ro anatioesthe bez “galtesect "2 sFerexod tates Yo senetebiederg 34 Jboeeeste of bieade, = mt ee i % a. gateitsovbe te eoacdg 7 Poteet snctc: 9 on? bao boneotte of biuede toast stool don. Me 3 nia ‘¢ P3610 ‘Welesbats Ho degbete-: sige rebye ai boqolayad, Litas ate éaoet se@hh. pudeit cavbe ane, ose bb pease eottub seen te eon. sie so bed ath atta ‘9 ‘ a i a \) aa ‘ a | a might be asked of him and ressonably sure thst he was fitted to do the work that lay ashescd of him. No attempt has been made in presenting the subject to do Other than show in readable arrangenent the views of those men and women Who are working in the retail advertising field and who, in their present positions, are responsible for and concerned with the employnent and disnissal of spieetes in retail advertising de- partments. These opinions have usually been expressed under the following heads: 1. General type of college training which would best prepare students for work in retail advertising departments; &. Proper emphasis of advertising teaching from the standpoint of the retail adver- tiser; 5. The college years in which sdvertising training should best be given. In the discussion it is taken for granted that in any Commerce curriculum there are, or ghould te, certsin basic subjects Which every student should be required to take in order that he may have an understanding of the general business fabric. It should be noted, too, that all the writers quoted do not use the terms technique and mechanics in the same sense. A few appear to class the routine measuring of space, the handling of proofs, the filing of advertisements, etc., 28 "technique" and therefore unimportant. Most of them refer to "technique" in sdver- tising as the technical knowledge which enables one to write copy, make layouts, specify type, fit type to Space, svecify cuts and mgraving, read and correct advertising proofs, etc. In inter- preting and classifying the opinions the Writer has used this lat- ter and more inclusive meaning of the term "Cechnique" and grouped a. a * £2 G22 of 3 ie a jen: m8 of bas “Mtg a tee efdeace sos hee — ae, 08 OF FOoitva oft gatineesta nt sb ae neod. eLn ‘Seed oe ba MO S600 to ewede atF frraranancsce siteboas st ¥ one: cote + G : & , are ) = and iid Suc Sislt agntelsserec Tints: say a3 My p es % , BaoLtieog ‘dace i AateAé coed. Listex mi eso reoLgmy to iee@imezb bac ar atts tobi Sserotaxs taat yifeven ovat enoistao saat? on ‘abs weTs | “goladste Aside grinder? sysfice to ogy? Ictened .f ee AiG? s0t esnsbote ox, os Ja9d Bf{v07N ‘A i Otis ts vq: 2) Bige ic tavbe fintst~ mf Snidocet gnteliryevBs te aie atqne fegotg .$ (~ i*S87E2 Liatsa¥ s47 to tn Lomas: te ads fox steaks goles? tavb: Soidv a2 exeoy sgeffon sdf 8 Boe gx HITS, 95 Jasd bigots gatatord cay ang tors bodue ts ‘40% seiod al 7% wcleesee2b sa? oF 7 pidad Mioatao .98 Bipete x¢ . ,9' o*ot? mutfgod reac so Fommnod PocAg x ob ad iifar S427 Of Botiapoy of Bivode tnobahe %xo %e jotta Laronay: ott %6 git inode xs bier ite ovate B bot: a Byad top 98% [fo Fedt oot Botton of BredAy TS" 24 _ ee ee bee "supiade st &: ..994 ss 1B Qiosca 4 '¢ ate ae¢ ar IY F J it ct os of89 ,@8cose misty bets Bids bs6i 224 tottye oda E bogu. rs Bere 'SUQLNAOoI" e sad site the Opinions on the tasis as to Whether or not they fcovored texch-- ing designed to develop some technics1l skill, or whether they favored placing the emphasis in tesching on the troader generel fundamentals of marketing and advertising. Opinions Faveting Tesching Emphasis on Business Phases uf Advertising Mr. Le. J. Harger of the Crescent Store, Spokane, Washing- ton, is in favor of emphasizing general principles rather then technique. He believes that . student preparing for work in 2 re- tail advertising department should be taught the general princi- ples of sdvertising, the psychology of sdvertising, and the kinds of apvenls that should te put into retail copy. In addition, he Should have a fundzmental knowledze of merchsndise, though Mr. Herger thinks it may be impractical to teach this in college, The advertising student wuld find hinself greatly helped, tov, if he were giyen some fundamental instruction in printing, or, tetter still, if he could te given a little exverience in a print- ing shop. ability to use the tyvewritery would also be an assct. Copy in most large retail sdvertising departments is written on the typewriter. In this form it is more legible than héndwritten C.py, and alsv easier to measure for lsycuts. The technical side of retail advertisinzg, such as the m&k- ing of layouts, the neesuring of type, etc., While important, Should be given secundary consideration. The emphasis in advertising teaching, as viewed ty Mr. Harger, should be put upon the acquiring by the student of a sim- ple, plain, straight-forward style of writing. Brevity should be emphasized ss one of the important points in advertising writing. An involved and flowery style is not necessary. . ee hey ey. P i1- aes c.f Aor vot animate inefyte ¢ tad? wevalfed oH . septation ; a an Bo waodite fnténdy off tnguct ag hivode tnontreqok euietisoves frat Beemer of2 fae ,saletixovt:. to yeni fcdoveg ott .oniatt s@iouyst rek¥ orgecen gitar? tov bs ake Biakeg fued vegas, nt Te a si P a: oes Yk sUteeecosn ton ed ante | ‘ieee -6- It is this writer's ides that the last two years of the college course would te the test for concentreted trsining in ad- vwertiging, In such a case, the first two years of college might well be devoted to general business subjects ond salesnanship, slong with print-shvp instruction, if that were included in the course. In regard to the general educational background an sdver- tising man should have, Mr. Ss 4a. Weissenburger, publicity direc- tor of Helle Brothers, Cleveland, Ohio, expresses his belief as follows: "Tf T had a son who had determined to go into the adver- tising business ond was asking me for advice, I would say to hin, 'Get ag much genersl education as you cean.' "A liberal arts course in a wlleze certainly is sdvisable. A knowledge of costs, bookkeeping methuds, and a goud backzround on business administration is invealuatle. A thorough course in commercial geography, and much additional information regarding the habits and preferences of the inhabitants of foreign countries likewise will prove helpful. "If my gon chose to do advertising, I would assune he had a flair for writing. It would not be necessary, therefore, for me to say that he take his literature courses geriously. He would do that, I know. If he had any time, I would suegest that he take some lessons in art, as it would help him in visualizing the kind of layout and art-work he wants from his artists, I would advise psycholugy, because I would expect hin to observe gnd note how people act." Mz. Weissenburzer feels that, while the importance of < 9 Writing cannot be too highly emphasized in advertising training oat V6 es 23% ont fect of? test Cope e'todten aunt ‘Bk ei ohicoi,. ehn nd geimiced betasiueoascs rok teed oat a4 bruce’ eassce yards Siyic sgoliop Tc @rs9y wt. teet wht ioe06 Cc Wobe nt a efi hance esl.ce Bric Gloeotdue en ong aid fesones ot ‘patoreb: ou yy | PY : SAF BE Hobsfonk asow-Fotd 44 ome ftom stent? o te- Tee eo Ltn, ail ° teem Be S900. 0 Basoawdoed Lean hte sayha Ivete, ets of bte95 Pt | Se =O9sib ytiogling . fog tudtosetaY 4&6 48 y Ml ,av 1 bhi came sntant iG (8s @LfsG €k3 e2¢6330%5 oto eMiatersio ,esettesm offset Be xe 9 a en eae , | 7 oO " “s3evhs 943 47 af b "OHS Stefesxst ot sf Ble fd 3 I te.m saz SE tS ee pny? iw 1 jt dom rr = Beivis Stcted 4nkLister tu edfersgert Fei | y BL ot fy gone oe Peee tac a” Jen, fi if bae ,oifioew gaz “ aod — Le Fu. learn to accent advertising as a necessity in business. It is just as essential as the telegraph, the televhone, the railroad, It is a means of communicetivon between the one who has something to sell and the individual who vould te served »%y buying. If a new erticle were introduced without advertising, the world would te deprived of it for many years. Advertising gives the world immediate informa- tion. "and so, the, function of advertising, the princivle of” advertising, the necessity of advertising, are the important things for students to know. Above all, they should know the great value of Truth in advertising, and its absslute necessity, if sd- vertising is to be understvovd, accepted and respected by the public. "The most importent point to learn in connection With re- tail advertising is the chsracter of the business to be advertised, There are many types of retail stores and some stores hove many different tynes of denartments. Under these conditions the proper presentation of a store's service ond nerchandise requires a com- prehensive knowledge of the retail business. If one could learn the mission of a retail betoree) its eins and ynur»yoses, its method of devel »ment, its method of stimulating business for vecasions, its method of constructive business building, then one could pro- petly advertise such a business. "We find peculisy characteristics in retail sdvertisinz. Stores assune »vsitions of which they are not deserving. One tyne Of store may do a certain tyne of advertising without incurring public disapproval. Another store, usin, the same sdvertising would te criticized because it was untecoming vr beneath the st.re's dignity. Businesses, lice individuals, earn hizh places aA 7 4 tir tet’ tsv7be shah 9h9 boowte rong ¢ Re: ofoihacms Bit.a saz orks cba te seeks se tesy Vikan ut i pre aie te cult add ,getetirerhe te nodtonst od2 ‘Med sogmt ous @ts ,yitielisarhdc t¢ ¢etleesoan 44 , ethedtys “Sia “as Hout Blucde. cot fie 2¥OFR eRe ci insbote ‘SOF: egcbt a ot Blinesosn 63 elves se ati bas .ankelirovbe af dtert tt outer i ae 1 =a ie es Be ene Yi betoscest Bae bsteassec »hv. ferobus ed of gi see a 7 | eeu Oke ig a tate vets © al witeL of fabcg tact regal Sece oay™ Frevbe ed ot et ontteud any te se tearody ett ai gi ieidrevbc fot pine or Sotcte emia bar petite Lioter to eoqye we ore one q $83 ecuittiaco eoedd 19 bau etnecteecs$ te eocgt Srossttle | ea salbastotar Sn- so frtoe a! oucte & te at Hogs aT nT Biss ent. Tl sereniand Lists: e43 > sy beLlvoas ovienoteng a E93! ese LC tire bar ecto atk ,agentesst Piater o te aeleeic nga epoec sce Gbsniesd + See Be SO ong titles? Bie crageg Bids set: OVS esos asgu bit eka: | if ee ene cei Ba ‘fovet eToscnce saiettrers- ftoter 20) 3% ald Soa? gcivoiled /§nigitisve: to gottintosr etOLed NES ovD tabooRaLy Aa | : : aa a sat Ree ‘BUST s57b: tc sotostin a . 5.5 L5tiot .¢ tosesda - ae v (S82 Bact says Asix tiebete off to antsixetlimc? ond -~meny 20.3% ee¥so c LfiY of eotiups: $1 YG0o foum wom word {fiw 94 sede os oO Ybute ot3 no FHSGe 2F Slucte swt? smd -9aau09 TOF “Bae Yoiiea ezi ecd ticgmoe Y5S%9 Be .Soum oot tom syd ..ofe. 1393 . ~ Boig OY Talecs dour et euenivnd of > Sbeng gs n? steoboo sug ‘eth 7 “galeltxsrbc 20 Bus Le0itinoow oft et nett se £3q f2usoc an a “A Soy (Ot ‘ . 7 ae 28903 255 teod adz7-ad of mace Ts ‘7%. 2Ofines ast? pn kei ewe (Otte Wsdord, te bo BBs coebs ond -aitts 22nd e%n18t .aeoy wou MULOC TE (eee heR : 16: ; m ‘( i}. balsxyrd, sot Sfgcog. tO yitky 203 St:70? doum sn0b pad Of s% aeie. Bang. ti-lis? : most sites $ Joy doum a state taox a as toroid ScUEN Om EC oghalvond Boog 2 Baz ae Re SO fRL rs b ae BIue Fark ; evee 200 seaom ain’ att. ,eDdqo; a é As mmeee. POGGL053 oe Bot. c Cin? asée of ofocdo saecy wkdane Ifbe dots ie Beeeee Pitch MSetq tO edrncm xte ct oerdt wort oxempes ape lite ‘an Oe tog Bey send Jag Oe sitras ef tom@ THis, | VWLIc eet on atinpe it foot ofyosq gawoy a i] i id es TRAM 9 oF. Fo -13~ much progress could be made along this line if the colleges in- cluded in their courses, not only the wholesale distribution of lectures to crovded classes, tut -ls9, insofar as possible, gave individual instructions end corrections, "I appreciate the difficulty thst would te enc-untered because of the large number of young peovle now attending colleges, tut I believe a solution could be reached ty giving the usual lec- tures to large classes as @ whole, and then dividing those classes into several groups -- esch group to herve an individual instructor to correct the copy prepared by the students in their groups, ex- plaining at the sime time the whys and vherefores. "The more that can te done to turn out 2 finished type of product, the mvure Willingly will we hire without asking the time- honvred questions, 'Where have you worked and what have yuu dane?!" (iir. Bullock's comments, though not excectly under the heads given on page 4, emphasize agcin the need of sound technical training in schools and colleges.) The views of Mr. Ashert Kahn of the J. Kahn Company, Nor- walk, Ohio, represent the ideas of 9 merchent who styles himself a "small town merchent"., In his OMinion, proper instruction in the technique of advertising is both more important and more bene- ficial than the broader and more general courses, "Technique is what I would desire perticularly if I were to employ a graduate of a college now." "Careful preparation in the psychology of advertising as a junior course, or even earlier, is a necessary preliminsry to a thorough trsining in principles and practice, tut it does not seem to me that these courses should be confined to the senior year alone, The subject of advertising is so important in modern day “ie aegeito: o ‘oad )° oREE aber sere bE: ‘hts ‘as gt oan PO kektytictets sfewofe ty. ‘ete ely ton agra ees 8 oa ,9ivieacy ex sutcent .cai-. 7ee ‘aeoeacle Sohrete ‘of 07 i | ) z see itoeeses Bap auc i ourtent fodberstel Byvarnw ons of Bia0% Face VoeepettEs ate. vtaton regis i*: e a a Britco ghibseti 0 zon ofa. sq gupoy te. eadmor. ogtat si? te besseod 2 noe - dant fet thins soe ored ot ‘ene +8, Aege o- ~ Bae te Sioxdiroe tot a, ttont ut esnhuze att re i Seroyiicg’ Yoo. one: tosrses ca | *Berctarsay ‘feo ecar: sit sid oats & re tz anata: et ‘Bedenad? ec tire ‘emt ot 9006 9¥ mpo toad, Sten vai it ae = sat gates deuddte $xit 97 rite x Ulyot lie 9m 2 fe ,fostorg 7 = , - * ab a ann we sved toto Bas Oo8se2 oe coved axred®t lem Etseup, busied nee. ek isbes BlIHeks ton Ayeosd per z ‘dock Lae Ms al | . od ‘baoo soe bon et? aicac 9Sisotgms ¢ » are ee oe72s aboot (aaget foo on. sie or we ‘satnd oad | a eaters cttw tadtie som 2 te acobs ort tnoweseoY , ole ied ee eres tegorg (gic Laker sif ot ."tasdotem nwod Soe e. Spree ‘Bre taat roger! stom tod at gtteltsorbe to sepiaidoe?t at > pi ppiaosr® of 9€ tUG0. intones stom Bos sebaved et Karts retort. petty e YeLans of stov 1%! Uf telwottrog otiees bieow FE cee > ¥ ~ wor egolfios 5 2 water reed: te eu oLotogiie of? af noadse eno fvtaseor ~ Se Crome mmes & ef Bedi ove £6 nee sei ie sates gen Wace +i sud, softer t¢ bisa wthetvntig ne) a ag Bern Scns ant of Bendterce of Bisede “e 7 wo r < bey | = os paebbce gh tiusd “oqid os ef Bias T kort | i ‘Povtdae ‘5 a e -) _ hires io ya — ss a Sep atde merchandising that a student should be sllowed to svend more than one yesr in its study. "Inesnuch as sur store is not large enough to support = senarate sdvertising department, my viewvoint may be consideratly different from thet of the head of < store with such a depzrtnent, but I telieve that the openings in stores of this tyot would te for men With good instruction and practicscl training in modern news - paper advertising for retail stores, in mail advertising and letter composition, for men fumilisy with the test mudern ideas along ieee lines and a good knowledge of the psychological principles involved as 9 basis. Very little of this knowledge and training is at present available, except to large gtores, and there should tbe 2 big field for graduates technically trained along these lines." In his statement concerning the quslifications which he finds most desiyatle in young men or women just out of College, Mr. P. W. Wright, Advertising Meneger of the Scrugzgs-Vandervoort- Barney Dry Goods Comvany, lists the following: First: A practical understanding of the physicsl process of getting 2dver- tising into print. Second: An understanding of the fundamental purpose of retail advertising. Third: - * > fctoyan 4 | BSIqtont ra Tuot ee bi ‘ia if bivete sxradt Bar Ly aabelevori ein: Aipontl Sas03 srcois Senter Prise ao jn9 a +) a4 BNC 2 pte OTT if cmp patios fo Jew certiy mr. a | ICO OeoV-eggwtoe off te ‘ a oul wisisdyay db: fFrowhs - 3 “proiies ahs sudittet 916: 6 sitice stetoerec: 30; f siaiidt 7h as Tso ‘agbstuced Be ae ba: . Re 67 byrtlts of 8 gape . it sssctk Jon ot stots tit ay be ck agnttrswo 343 sone oon as sa ote Bre nekio owrtertt bubs aig Bo osege ftatex ‘rot gufertrerbe ert atiz tellioe? oom 207 jmotd tec ~ ho bec waned mas alecd & &e bortiwi a r eizsi=t yey 5 of of taqsoxs soisattey tree s9q ta. oyberg yot Beit” ial i o thametste #8 of gavoy ni wfFettesh secs ebay forvbA ,tAgl YH: 4 emt ane: er de foolnntosat eat sa teroake 5 Bee gittei? etetl ,wiecred ebeod Yaa oftasta & starry iasie<¢a iii gitfker: 9 EU at 30¢ tq Ba | - ve +) ” robays fA“ Denied) Fes HF T5Sy - git Oricts [tofor ke > bcoy A ySutnt i £otedon ,oloemis Al yifosr Yori 4.5 .7Gix “py ¥ ‘ig ve 7 By “a on. r tae ane Y sagt: ago? G9d3 thoes to A ‘Ltrs 7” ESE 3s! of: {ietss. te i f Q m La} aT, 2 9 ‘ 3 on Vel 29 gokeivrevbs man &e stoubery ® Fred . ofc orm. tnestetade 2 sou nt rove tase of OF: torte tower iis paiveue : ‘bit = "Tf a graduate of an advertising school can start imme- diately praducing some usatle covy, he can te easily directed from a merchandising stand»oint and can at once earn a livelihood at a profit to his employer. He need not come out of school expect- ing to te an advertising executive or an expert in the merchandis- ing Of advertising, tut if he can immediately begin Writing copy, making layouts, getting out direct mail matter, without having someone constantly telling him the vrocesses ty which the various xinds of advertising matter are »roduced, he has an earning capa- city right from the start. "There vrobtatly should te nore specialization in the courses Of study. It has often teen said that this is an age of specialization, and the saying is certainly true of advertising. "Nowadays, a man who takes up law necesssrily studies gen- eral princivles of legal procedure, tut if he expects to attain any particular heights in the profession he snecializes on some particular tranch such as criminal or corporation law. It is the Same With an engineer. There are civil engineers, electrical en- gineers, and many other kinds. [In advertising it is the same, The retail advertising man is just as much a specialist as the Civil engineer ox the corporation lawyer. "T am enthusiastically in favor of the development of cOllege courses in eavertising, I think advertising should stand és a profession on a par with that of law or nedicine,. The college Or University is the foundation for estatlishing such acceptance generally. "In criticism of many zourses as I telieve they are now taught, I would only say that there is too much time spent in trying to teach young folks the psychology of advertising. Much aD A O45 J ae " - an Ng “weer! Ttata nao féectoe ‘we nletteoyBa te ‘o B. MOST hatovt:s zihtave 4 cRe of geo 4 : camped tats 1 0 olde see M ee Sooniiewil @ (:tH> ete ¢8 hee bane Jaloebnaie 4 “os Ys 7 ; i 7% Pee > * r y wr + me roe A, myooyxe Toodtpe €< © gree fom Beon si storolgre =e oF 3 ai prblbnevox Mm sty Of Se00xe Ce’ yO evi ivoers an ‘tet? tovBa. ae 08 68 | SeWFOO gts ity i1g5¢ plotelberr’ ceo 64 th doe srkettxevbe-to! bi yolves BOTLEY . totter Lise tooxte tuo anh: dor eruoyes ntl yo! tev at2 col4v VF @ ReebON oSd ms ities elomedspziog ae Zoe se BUintes fe Get od ,boowhbors sre sptrap aise li tavbe to y sTiste eit mast Tess wer O07 wi Oban) Le) y - = a > -- — ~~ be Po ~ a = Yideatore sist" tL stbete te “nee eanini: T9¥OR TO oct? Virietyss ef grtteee ott Bee 4 4 + o - et a. i: Be O48 Ne Sl elas gate bio 5¢ t~ 001 soni Lakomam ; Pang aetbure uit Pesesin Fal cv eoued odw ner a .oe 9 O39 Wal gu eet ay ter es ,syebewot nN s p - « Ss r) : arr an MwA P sm > « » 4 £ ee Of Tl siI ,stubhsocxs fagel to nekegotiae fara { ae HOLESSTOL|E ONF n# eathgiad talooliese wie in i s : ¢ Pf 7 . 2 ‘eas 4 7 = ae : U Fin i : | | : : pnt? S221 wal aoltero ‘liv kto ge towe tucasd tefooldraq hy -e J a | a 4 - : - ne “feels S£0 ,@tosntiwqin £3 tc -ten Toenrynts ne A7I% eee i. 4 a vEQtiz ry a ya bite ,etsoals be 4 Foe - — y yee mane ae =i ' : ote os ySLiWs [8 38 *s - & xf aj ier tis 1oV7 O38 llaveg aay taynet woliexroe too aft yo sepnrisne Piweeuee te sretqolereh ety” Fo. 20H) t Ylieoftediagdine tay" eee maeve bluotw silteilrerd A197; a = « ‘von ae enh aseaLtyvos eset ton, "Ss ea, : - a py Vee k be ah e j : ar a oe ) Pr ad i? * a > j “ y in : o pga ice ort wsntett to wad ‘Tint Teg @ nO oohage? ong « ae ay 4 wot add es we : AY rn Ny ay? 5 SPORE Fac ce ‘Gove sil Yel fsteo rot coltubn é v - “« r an w ] ‘ —_ ‘ - . \e ‘ a c time is wasted in tezeching too much style and each nev conyvriter silts must learn these things 411 over again if he hag teen taught in some other way.” | My. W. S. Moler, Director of Putlicity of the L. Bamberger and Company, Newark, New Jersey, believes that too nany pupils who have little or no literary ability are enrolled in college adver- tising courses. He thinxs thst a man or woman to te a good adver- tising executive must know how to write, or at least to te a judge Of writing. In his ovninion it is 2 vast economic waste to attempt to train those who are not possessed of some natural antitude in writing. My. C. Le. Sneed of the retail advertising departnent of Hart, Schaffner and ifsrx, deplores the vresent tendency of uni- versities to study advertising vrincivsally from the standpoint of the national advertiser, to classify and analyze rather than to Create. "As 4 result," he says, "the students all leave school feeling that their opportunity lies with the nationel advertiser Or with the national agency, when, es = matter of fact, except for the man approaching genius, the national advertiser end the agency do not offer nearly such good onportunities as does the tetail field. "AS things now stand there are alnost no really treined advertising men in retail work in towns of moderate size, and there’s @ crying need fox a9 great many of them. In fact, thousands of students, it seems to me, who now feel that they must go to the big cities to seek their opportunities can find real Onpor- tunities in their hone towns. "Successful retail advertising should carry with it good training in merchandising. The day has gone ty when trick stuff in "icine “ee S5q% ‘ote weighs dices wt dened tiguss ces¥ got 2% a ehoge tow’ £Fe nasa | soaps | ter ——o : Bavsseud .2+s42 26 “rtoriset to vososyed (eden. 2 ota Sisdsg YWre- oot send savail: aetst -sk Nxewstt vonon | Forbes y0dioo a! badke we | Utshiiiez yseterts on co” orth 4 ye . ym Wis h6on ye a¢ OF Meroyv to nam « sett ghaokay off emt eos: pat pao: : *3-0 teeasi te to. ,efize of wos wound tege avisubene uel S7Sa OF sieee olmoroos: teay e pt dt gofnieo eft xy er. 7 Mt etedises faxcten snore to bovesastey fon ¢%c oe one so —_ | | i er. sseidi a : tisicsevig, Iietex ad to Beck .t 4D. ah asf eBatcigoh ,xtchi bxe tentte ptateatcate ond mo¥t yffettomise grlaitzevtis ybote “fas? fecear osyiars Sa wtieesls og reitzevbe Chaps ap ot foosoe: svar iis eiasbuse att" evi S " tivest 2 8A" 956980 WRBi if erbe Lactise: Md ATi. eekl Uiiowt rooqs.ti ad? | | tiubbind ie, sete xe. ode so 9st Sech @e asitvivnetiogeo boee dope viisen rat to: ob wenose YALEOE Of Poor! Sem eee Hoon Basyto s a's Se o fRie YSIt ZeNF Foor wot ote em o? arses +t jadneheey wa sy0GGO {sot dait. weno asktiudtxyoeqo viedst Xone. at See | Died wom sheds He aed >I ULIPGES = i is ee ~ Fue Pee i ne arty . @ i tel, a ae -17- udvertising will answer the puroose; there must te good level- headed merchandising and hard business sense to go «long with it." (The ovinion here expressed seems to carry the ides that the student should know how to creste cdvertising, and hence should be trained in technicue. ) in the opinion of Mr. Hugh Arthur, an officizl. of the Dayton Commeny, Minneavolis, "the writing of copy is the fundamen- tal preparation for advertising work. A good copy writer Will ac- quire the rest if he or she is alert and has executive ability. a 5 should ssy that the study of tnglish, or copy-writing, Of art design, and color are the most important things for prospec- tive advertising men or women to study. Important, but not re- quiring 2 great smount of time, is the study of type and the mechanics of printing. The matter of illustrations will come under art and design. "The aversge young msn or woman going into advertising work Will not ordinsrily get cround to budgeting, rates, and Similar matters that sre in the hands of managers or Sub-mansgers until he or she has teen st work for some years. A study of tud- geting, marketing and scslesmanshiy should be very helvful, tut lixe more advanced features Of engineering, for tigtonne: the use Of these will not come until the young advertiser has teen sea.- soned," In regard to the years in which students should study ad- vertising, Mr. Arthur thinks that English and design should te taken up in the freshman and sophomore years and that the other Subjects should be deferred until the junior or senior year. He Suggests that if a student could have three years of general sca- demic study before talring up any of the technical phases of adver- tising he would do tetter in most cases. eLotel. Bony af Teme store: er Soiv suct.: O49 OF setae be sqteat. bee i SS ushi afd Yikes 02 298 Sage 9 0Oes asa aotnte p Fos sonst bac ,griedttevb. atone of rod Ons pinot any | | ( supiadnes at edz te foloftho te . tuts ck dye om Yo sedntge alts Fey ape adent 243 gi tuoo to salvisa es" RLLOG. OLR yatoaeed es | | Soc fff yvetixty yaos boon A .2tO” gngéaldxevbe xot Aotens 20958 oo eMAifise evigwooxe sit bao ttels ef ote to os ti teox ont os wake! 7» ve <> emits e-vaco so Me tat to ybste at? tens yea biwote 1°) ae = a 8 aa VSIBO TT “tot againa taotrogqme! taer sci sre softo Bay ,agtead dro & ir = ten ist HOT LORqML .yboute oF memow 0 stom sitetoxagbe ong = ase Sane sey to. ¢hbats 17 ef ,omsd To Jawome Fe ‘9TH & Bee: tare excivaiten£it to toltot on? senitaree De pee 24 . : saiesd Bitz ee. | aitets sorts otmt ani mearoy tO Gan .aEtwo 950 19%4 ial : ee : bets pBotoe. ,Bibiegbod of houwsows Jey "ligomisss Ton i tka 18 sgence-dyve CO BYR TO chon sae os str 2: a3 Btovs tom ¥ otha | to qbute A eOECSY WOR. LOT Gio Pa Pest-aed ade se at Leiat ani fou tom aot $92 epectani sot ,ychissotgre sointcst beatarie exon a *) me A P vd ~ 2 Pe) — pet 2 - —— oo re = a ~hure lod. qusv ~O,e08 G99s B20 tacisrevbs yoroy est dito gmoo tom Sfiw agene fadic add tedt dnc sxroay% axromtdace fre jAsades tt ‘Sod “od Baer Sr‘ baarateh ac biwerte ates [e099 4° eryosy aert? ewed Gives Taobate 2 tt, ome Re -tovbe +O eseere 3 oot sify tO vee et) Bree ed) voted i. yi t Ww Bs ‘. ry yee 7 AVA > rm sr i ab > an La me ats, -esero seom al novia ob =a | ‘oh ud wn hist Mx. Henry #. Blaney, advertising nanager, The Rollman & sons Conmyany, Cincinnati, Ohio, writes as follows: "Since advertising is essentially a vehicle ennloyed to create desire for nerchandise, to vromote sales, and to treed acceotance of an institution, I believe most or all teaching emvha- Sis should te tased on these lines. "To create desires for mexchandise, I telieve the student should te trained to sense average hunan tendency, to learn how to become very human and to analyze the likes and dislikes of oeonle as a body, to know why merchandise is ~roduced and to te atle to tell ghout its advantezes. You see I an Nointing to the covy- writing angle, which I hold of all 12907 tance. "Next comes the promotion of Sales. In this sutject the Student should be given complete training in the principles of re- tailing - the nanufacturers’? angle, the store tuyer's angle, and the consuner's anvle. Here igs the linx tetween buying and selling, which askes for a retailer’s volun. in this resnect the student's vision should te develoned toward the ooint vhere merchandise in quantities large and snall is secn orevared for transfornation into pales. This teaching wovld deal with local markets and the con- Sumer pnossibilitics of them. "Next, the accentanee of an institution, In this resvect the student should te Ziven a clear concevtion of s retail estak- lishnent's oosition, its reason for existence, its cause for growth, what its scrvices consist of, what it perforas for a com- munity, its business ethics, its selling policies, how it is an aid to a city and its peovle, and vhat it contributes to sogic Vs "Budget and anpropriations are to ny knowledge incidental to the general fund of knowledge. These factors aie more or legs estetlished in Z0ing concerns. Hess! of: tne .SefLa ams Sattvéor [fe to sacm s¥ei fet J gffOl od Ereid no to ona werrir saeté £0 bocad 97° pict b Pusiore sit ovail a9 ‘1 eeibuetc'rot sot eaviesd gPeote “ot Behl fit af Bee WYeteine? sages e,2teva shron of ‘bomtaty sd biacse ‘ : pee, pI E PEs 2 to Sox hless bres Gout age + eaylsais of bite erat Yisv ‘moos ess ‘PS oo ot . = . : < a | Je 37° Oo Lie Secehore cl s@thndts vem eiv «ond oF thes @ eam - Bb Pe « te - ion Pec aes OF agiiviiiee re I see HOY “.Beautrévhe ect ‘aware {fot oa iota F ssotattocr? (Fe to bLot T Aside osFsae sutsiae | ‘ eee Tse efit nt - ,esfex *o gotioc ox ef2 esron teak" . a eh? . ; wien a te eeicfont sO 90t mi gntii:isay stéionoe gyvis a¢ Sipe ‘noneee are Ti ' : Lise a . y aig 2 $9UNF 9aels g43 ,oI gue ‘exratutogtetaz sty « stethed oe ED iy 5 ' ia tha on ae Msgtef HOt Setto eet .sonsteye: tot ropest ee? alt Lace a‘ tread) POG Sot ei tote t2 tate .to Jetacnto sosivrse et vety te SOLAS seanranf Bok S1t0P oF steals : eyiste Lait aan 7 § 7 30) * s all Bre fe 7 "Sunmarized, I would set qgoun fixst of all, & general know- “ledge of good English and ease of writing, upon which can te founded good copywriting. second, g generel knowledge of commodi- ties and the manner in which they are portrayed through newspavers, dizect mailing pieces, and other mediums, Third, a knowledge of Vhat retailing stands for, what ite pur 0se is and how it functions, "The advertising course should te given in tke last three yesrs of college training to better-enatle the subject to btecone & companion in thought, to enatle the student to aradually acquire and thoroughly develop a belief in it." kaphasis on the technical phases of sdvertising should ke given in Colleges of Commerce aecording to Myr. John C, Doorty, advertising mansger of the Wn. Hengerer Company, Buffalo, N.Y. His opinion follows: "At the outset of any advertising course I think that an intensive study of condensed graunar should te attempted. One Should develop the Sbility to write effectively, using the gmall- est possitle smount of spece. This study should te carvied much further than the Ordinary study of Fnglish demands, "Next should come a study of the headline. Inasmuch a . i : XS 7 = ida reste: k0beaguake wsiae. Yo cole "ede de ‘node, tom ob a a 4 * 2 ae PS F » eicae 4 ey Psa: sha ei: iat irked sade fetngd ‘a “te? og Viswooxs ‘ste “40% ai Ne “* age any a time tate 64, Papas & Hi teke smNC Oe oe aon add to faking ined texd 8! age . a in ; z Fan . ea 2. ais t 3h %s ae “ps Adee oP aa ning at: bigorr somatand sor what riaesb waters fovéa, ptote stg 7 7 | oe ; = ee : eit conn wee ee Bee AT ae penasye r pei ne eheo4 ‘eat SF taadob no’ ne tts sage 4% te. bas a. | = oy i hi lage ‘ a a, pee an pa ese pa wii fease *, tee : ef resi Lash ods 33. fy | =.» popiie ¢ UE four sg worts abet att, ‘Nd fs jatetoig sno¢ bax ue on ; ; ‘ ae 2 5 ere = vt ¢ ‘> 4 * oS § tele ge seyined drut ei’ de t6sa3 de tox nin toe ee Roi be A eh, at 5 BS <7 ots pdégoges. pOPTen en aif. PoiTGa te at ret Hav ba " gucite & wont pe eo S90 - San Of 04 oct of Asuat YY awondl ef eesiag sei dae toret : Rta od ad ght ele toa Vitise "0 ensudest ger } a: yas Mee ee es ek 4 4O% ena Bh dais ees Sg ; eae of % ted G rue « Sbe stote: ane oat te ’ ue: id . ee: nar a ¢ Pa ator ‘naes afed ‘biwow a2 oid By ei opt at s an i pa noes Ae eiOv8 Saget raged oad . Ge ie Pas a pot nee “ehOGG, ee ‘ ae ’ Paes alte 3s ge aes er ts +n 2 ro arrene a” oes « eet * =, 3 .viNe ater Satine totes Po codecls Yitiise git act te foly sotthpeste oe. Boe Ce Se EO, Fe ee ee ae P : ‘ ar ae ee OG hig ee ata Pomel, nee — eStaeres Liettaase ofe’:* igh ece ib! 8a mde ceeeto ‘of “ a¢ tdso0rg « ; 83 : + on eae e.F ay cation, Bi perms. t Be 4 - te" . 2 Fea ta aw (pat Page ees et re Fe Ce EERE gh we “bi ye Bia patos rourtaiiob en Saetal Of Molds @uosve etntoe ate zor tau Bers? ive exon" eePaGis 997 .25hetens ict ,gishest e ut .temetego fa af 3x99 0G ae & (iasufors: fs ebived sufecton Orr ,Bu! ~Satd on7 7+ en? ii bas Teves ~- mek 204 fotcqqe oi vino ton ,elyte encec ela? erty ee ; | “. ; Se ae mn ¢, a . ae @ll lines of merchandise. In fact, one san Ssarecely think of an iten today that is not governed ky style. "Do not train students as business executives. It takes at least three to five yesrs to tecomne on executive, and actual ex~ perience is atsolutely necesssry. Txysin students to te workers. so that they can actually sit down and write sony or hendle any of the minor tasks that come up in any advertising office, "With this kind of training students can come into an ad- vertising office and not be forced to ask for help or a start, tut Can say, ‘Yes, I can write cony: I knor tyove sizes and something atout tynogrenhy; I have set tyne; I know merchandise, etc.' MThig is the kind of g fells to whom I vovlg Zive’a jor,® Closely along the same line Of thought is the opinion of Mr. Jeffrey Lazarus, an officisl of The F. & R. Lazarus Comeany, Columtus, Ohio. He Says: "I thoroughly believe that more practicsl Work should be given in the advertising courses, While I telieve that a good knovledge of certain fundenental theories underlying advertising are important, I feel that they should also te carried Out. Therefore, it would seen to me that if a student were given some certain article to find out ell ke could stout and to rrite an edvertisement on, that it would be very valuetle practice for hin. I elso think he would avpreciate the rules much tetter if he Were recuired to write these advertisements and then te shovn his Mmisteskes, -= the student should know stsolutely the nerchendise about which he is writing and te sure to use his knowledge. One could never write well if his knowledge were limited concérning the merchandise about which he is trying to write," A similfr oninion is voiced CF he ees W. Gitterd, sdvertig- ing manager of the Matley end Carer; Company, Cincinnati, Ohio, He a no Pac. Se : ‘ot oe ne io Uogns -Ciescicte nee she an my “8 j sf + : ~ i » , - A it aX a oo . Se —reetrg ti. .ketiswvoens : focsbae ae ee - z a “e 4 ’ eke feston Gaz ,Ovissb0sKd Ke weOes OF aoa a oe bsoates $ ot eihshusa olsi> yteed aoen Atsdirtoes et see a we efbau8, xr abe ab re tei's ab $teo viiscioe woo ott ‘$e Spe TLS gxivttavh. rt af oy emus ene exes 4 vente oe . BiAg smo noe Bin ahote Sehtaut $6. bart cig 5 : # intes eft al ae to n't sree off gicts Us ape £9 . of autensd aa ie our ts snnbdtte fa eoressd vost tal om ig ase seit roxas ios tiguctode 1° segae $f .08105, nue afOQ) 4 5 aed phew arte gntsivsorhe 54% ct! asvag of BE wore sow | ep icon samt -pioteen ¥6 eydot yon fooy, oa ‘eng ay torres $5 tk mrs Sz ‘del ty, +> A x ¢ + bey is tt ed > ~ ce ao ~ ba ¢. eter bf eese bisor eee ane face ab fis @uo Hast: of sfobtte etsse 08 ee oe "7 Tisv' ad i bisor ot Fits ine: Sronpe RETO one Wee tose estyr sit sietonsacre bi gou “at sae wets L tl ote a3 stat Bris ‘pridmoat? revbe seat shee ot bartusae’ au Breda: Ad eistdtort: “Or btivote srebute ‘suf 0s ebnat “% oe Seat teons sift yen ot- atve od bite’ ity itr, ae at Sosa pradinoe ‘petted: ana" 6: ube frome eld th tise ‘bdr an ~ te ‘s af is a ries ; ae ab * Bictlh ai sa «BBe, feels that 2 g00d department store advertising course could well te divided into two gener:l divisions: one, the preparation of sdver- tising itself covering writing, 2rt, orinting, nedizs, etc.; the Other, covering the more génerel vroblens that help form advertis- ing otjectives such 2s those dealing with general economics, secounting, nerchandising, tr.de uork registration, and protection, "Too much stress," he says, "cannot te laid uoon develon- ment of good technicue in the fizst division of tovics mentioned. So many college men come into business Well grounded in the funda~ mentals of economics and kindred subjects, but entirely lacking in elementary technical knowledge. While they no doubt pick this up with consideratle speed, time svent during sessions on develvuping proficieney in the practical work of writing, layout, and design- ing, would remove much handicap from # young man coming into depart- ment store advertising work." Marvy E. Ellis, advertising msngger of the Elder and Jobns- ton Company, Dayton, Ohio, stresses the importance of practicsl work, Quotations from her statenaent on the subject follow: "Most of the applicents for positions in the advertising department of a retail store telieve this to te 2 writer's job and invarictly their copy has more romancing than real sales axrgunent in it. Advertising is selling and the student should te made to realize this fact. I believe a practiesal praining is best for those desiring to enter retail advertising. They should te trained to write selling covy, given a general knowledge of types snd also of comnercial art so that they will know when ea pen snd ink sketch, & wash draving, or a photograph is best suited to the sSopesl they are making and the kind of stock they are using. They should Slso be trained in leyouts. The ©. ener. one os 2£D 9s girbime to ae Deis tovbs mzot qion sons soofdosd Iotensy 9 308: (BDL XOMOGS fzstorsesy "Jiv anifcos sects es - aa sOLto>texa bei gHOLS ari + igor 98 et , an leiioctcter ga itanees oa pe noey Biot s ico" RYE | * geeste doom oop © sbanotoesa aniwos to motety. gat t wht os suo insene Hoos, ont Bi pobinera f od as onteed oftnk anoo foe sgoffce apace yis sitna tid, eteot4ue Boebit tx bite evinonvos ro eine asia fob on yot? athe co sfrosd Inotstoy? v tates | x it .Bosee afgax: bianoa onty ont As yeas hortore ‘oom. ovormax prude Bes. wey | stor gitighd terby rote som Be Sahbist 347 te 3354 oe anbestsovbe SOEIIE +F. erat | 7 kp idbc2¢ tO 40OnaTtiogas at? enenoxte ,O£8Q. ot yad earworm 5 ae | der on 9tasa Yat mort enc Listoue. . oiztkeog wot. wits okbags add re teon” ayvoifedy stots fintes = Te ey omcmoxy aor end Yaoo tied? yideks ev F 98. shor og binote tusbute_a att Snz anififon ei iest sve ote eo P* te 9d gl agnéniery Icotto i gf 3 toact oY nfo a4 Bigone yott rile kt xs ilsats:r ¥Yetns oF aii ties: 280 oa Seic bit Bsayi To aghslrvond Ietensag « ocovkig .yeoo gas ttou stiew ot “ers ane Bos 90 8 neh! wom I sf ged? oo tre a ay P Jaoqen att oF Halivse se00 ei Sacige se 2 vidi seit i eitronte tt! eité € 330 a2 Se "Of course I telieve courses in Princivles of Advertising. end Psychology of Advertising play importsent verts in retail odver- tising. The student should te trained to study his clientele, to understand peovle, to analyze a nerket, and to know conditions." Another proponent of emphasis on covy is Flors F. Smith, sdvertising manager of Fortes and Willace, Soringfield, Massachusetts, She writes in vart: "Ify exoerience ino department of four essistants hss teen that a covywriter is more difficult to ottain than an sssistsnt for secretaricl and general sdvertising. Of course there sre locsl con- ditions thet make this so, principslly the fact that Springfield teing within three or four hours from New York fails to te zs attractive to the conyrriter as a similar exnerience in New York. "The mechanics of an sdvertising department such ss measur- ing space, compiling figures, handling vroofs, clivvuing pspers, etc., can ke recdily taken ozre of by an average office worker in on sdver- tising department of tre number of Ours, tut the many detsils that enter into covywriting cannot te assigned so easily. "I might add that I have slwsys found an advertising student tremendously more interested if he or she is given information as to the results of his ox her advertising. It is one of the sure proofs thet the more effort, thought, and intelligence that goes into a plece Of covy or a cODy camonign, the more aomes out of it in the Way Of sales results." The value of 3 college course in csdvertising for 9ne-. gone templating the entering of the sdvertising field «s his life's work is strongly emvhusized by BE. Devis MeCutchon, gs greduate of the first class in advertising incugurcted at Tulane University, and now adver- tising mansger of D. H. Holmes Company, Nev Orleans, Louisians. In the folloyving parcegraphs he emphasizes the imvortence of technique: vas ub asi tas Scoqmd Gare gutetis . % .afs2eeilo eid yisite of bontced a5 ‘binds sone W enersibico. woud of Bic , seus ae weeate s& of0TT ai. trod ae alectors Te ee Biber... Bec - bivitgnd wa ,eorit W brs geseod To saga gee ete eat etry jeiec. igo bo tiarsioged < nt oft SkIBO8 ge" ? eteles« a: sieeta ‘Gkodto OF tieodVeYh stom 22 vod ber gHee e i > acct re grede geigos to sgete dy tavbs fz eCEy ive iotzed - os ; : ae Metta xae fost gext att “ht: qionitg ,ce eft etom te M3 bape eae = as of afict Axo well moxt etwot nwot ¥o aax47 a eh be oe geck 3% Ris a aE sonoi1ses> tcfisie < ac tetirrqon sft oF ori tonne a ous coed tom ob iia cexovtn pie t® eolinvrcosn 900" Pea anfogifco ,eteoiwe wiliibaet ,sattait aceaspine age gk Peeome False Soltls ogc twee. ne yi Yo. d20e Hees qfih:on sf Cee mtce5h enem att Yost ative to +ot@co ssf To tient recob grteny | ae ee ; 7 an ghar ‘ euiteca ce boinlear of sottao gniditeryrec otnd ‘setae ed te ae | Rass Siaeis seve: ue Mivst exert svat TD Fedt Bho St gim i : ei PAvapitorag aoviy ef oe 16 of TE Esvestedal: arom fovokesas giue agt to off ei it .gainitvevbs tat so eit to ei imeee 3 “Or tt 22 THO B30Gt. s¥or evs .fgivomso Yaa & 0 Yrs to * etiveer esioe to we tcf gitzecitxorvis, mi saxgoe snofiloo 2 Té be rost Sie .~wetexsvinU aaciel? Ic Bess virgatorts wangress Bieiuest cancels? af. | Miyi aOR estou a a Sd my feeling is that courses in sdvertising for retail stores should teach such fundamentals 2s type sizes, 2 knowledge of the point system, styles of type, advertising display, and the writ- ing of copy so that the anpesl will te m:de in 2 plain strcight-= forword way and the articles descrited in a clesr, forceful manner. hen, tov, the student should te trught the mechanical side of advertising which sh-uld include perivdiczl trips to nevs- paper comovsing rooms during peck hours when 211 operatevrs sre work- ing at full speed, and the making sf lsyouts which shvuld include 2 clear visuclization of the complete advertisement sv that he can tell by looking st the typevritten cuny how much space it will tage when set in 3 certain size type, 2nd ty reverse method to determine how much copy is needed tv fill a certain spacer "He should know the purvlse vf advertising, vhich is pri- marily to sell merchandise; he should know how te arrive at the de~ termination of en advertising percentzzge tased on net szles; he should have the stility t form 2 tudget olsn to carry this vercent- age into effect; and finally he should te atle to write a complete campaign covering a certain commodity under certain conditions?’ Ovinions Favoying Division of Teaching Emphssis According to Mr. J. A. Hildetrsand, merchandising nanuger of the C. H. Yeager Company, Axron, Ohio, students in sdvcrtising should te taught copywriting, the psycholugy of the putlic mind, Ge and the fundamentzls vf business. Enyouts, cuts, types, and technical phases are alsv necessary to the proper presentation of the message, thougb only incidental te the fundsmental idea tack of the advertisement. Budgets snd appropriations should also re- ceive sume attention, ee Fiefb9 vot gateirasvec af ‘spetiew: ne et 7 im 3° S8bosvonk > ,eoxie sey? ac el 2saomobagt seue toro Renae tg $1s: afc. bas 7 cloaels aft felt tyes Be , ees te lets’ “hoteye. te 7 dee hae eitai.ifea sicla < ag 36.4 ‘of fifi Lreeec ys ae oe ace to Bi 5 eben iotoos.t .t73fe 2 ef botiseesd exfedsr oat Pane we wal a. Oe Sdit. Noor: ota tages a4 proce Jivshise afF yout ett ae a feos + agix fetb.b30¢ sbafon! biw ae sett sn test nayBe te | "pt: aoe fifo nots etecd Nceg gnired em: 2 Brdeveme | . mG eats Siete doldv esecyci t. gaisice az bar boson fivt te ok 2, ce aa a tot v@ thor M@i Tt avb: st ai ott te aa tes eh istekt tealo ao A) y tia tz secs. fot, re as $ “9? thx oaye one d2 anixc THs OL 1H A oU 1 OF -Baeee cea po Ee a . the i257. ng etiasbote ob 4g atte Suk wreqneg £53: “8¥ ae yo ade | Estate eilsog 942 re ys -fotoyeq ott AES beraoo tgec | # te od 4 , (hs ie (29a! se tero IFO ts ee oa dniis te eh tee chat / 7 Pay c PRG Ive I n3e > 1a rsqgary ott ot MT Em 90 OK vals ete eouaitn = S80) Lotasm.pagt $43 Ve Cosnabtond uae ance BS cea biwute encises: eutege one etnghud, stom * a» 2h The emphasis in teaching should te on covywriting and on the fundamentsls of tusiness. A style of language necessary to Weoavey and convirice” ig more difficult to acquire than some of the technical phases, ss for instance, the making of the layout. My. Hildetrand telieves thet, us far 2s possible, adver- tising work for the student who intends to follow it as 3 orofession should te concentrated in the senior yesr prior to griduction so thet the student, when he lesves college, may rave the principles fresh in his mind. A division of emphasis is also indicated ss teing desiratle ty the comments of Marguvt Inglis of the advertising departnent of wlaigon Blanche Compsny, New Orleans. . She thinks that the first requisite is 2 good education, not necessarily ea college one, but g good comnand of the ordinary Fnglish langusge. The second re- quisite is common sense to which should te added such personsl characteristics as enthusiasm, energy, snd cutition, which really are born in the individusl. The hztit of ecrefulness even in the smallest detsils cen te instilled. The third requisite is more technical and includes a knowledge of type, not necesssrily oa thorough knowledge, but sufficient acquaintance vith the sutject to know what to exvect when copy is sent to the printers. Along the same line, too, sre the idese of gjulic ©. Cogurn, publicity director of LeSelle and Koch Comveny, Toledu, Ohio, These ideas sre exoressed in the folloving osrsgrephs: "FYOmM my ovn exnerience and that of the other college graduates who have worked with me here, I would ssy thet the chief Yequisgites are the ability to think clésrly, snd to write ezsily and interestingly. "I do not believe advertising con te taught in sany suhool ; cat al if 1- » aes fa Pl fi fy lis Py ih ; ; 4) joie ; ; "ee Bar gritizwyrcn’ ao 3 brat tn sie t 6: t eaie , aie ogcugnel te ofyse 2. wesees 36 aft an ativode Os tfmei¥P26 srod ei “oohawita 4 somatens yeh: os erratiog burs oe Ten cat iy ghee store rahuts aft sor Hct gi ae Ph o8 HG fi ab: ry gl wid tsk Hf FeMtOG ioe Seu mear soni ie s4f ors4 gor ,agelloo esvses- oA aan etectams to moPeives he A PESZEL ie & Teegrhoe: ode 4 ,ya2zemod 6 Mpste afd age iicowhbs bocs ¢« ef oatedup YiLcn 48 to. oad {Acie x a6 “ove toldy ot genes ncmoo at ait ” isenr' dotdy. sot mecteotins 2 aoitel ritoexsdg ot : ath re a? S #6 3 3jt3 t! y gy : 4 } r . : 5 ; f Jae sie | 542 a : SEeeasom ch oticsivgor som Ps 7 Se wit i. fie 2 ers! * A Be ee a vi | J tox See 900 AS BY so: , 296s frond par rakes ov test , ace ott geeks rofossis witout SoBB 2IOxXD 28:2 90 em rere dy a aved one ae aoe ‘iy ety are notte vratied fa oe Len -26- in a comprehensive way. I do believe that business sutjects and more varticularly some economics and psychology can well te taught people who asvire to advertising vositions. [I do not believe that it would yay to waste much time on marking tyve and making layouts. Some exercises in covy writing are valuatle, tut I telieve more emphasis should te laid on various Kinds of writing, vKich will give the writer a sense of how to reach the audience. I have found with no less than ten college-trained people who have worked in this office that the mechanical part they can easily vick up if they have the right background." SUMMARY Of the retail advertising nanagers quoted akove, six telieve that the tusiness and merchandising vhases of retail adver tising are of most imvortance for the young man studying advertising in college, and that his training should te conducted with this emphasis in mind. The majority, however, fifteen in all, feel that the emohasis of cohklege teaching should te on what may properly be called the technique of advertising, that the problems which arise in matters of advertising policy and management ate not of much immediate importance to the young man for several years after he gets out of school; and that he had test te taught the techniaue of the jot, which means, ss the various csdvertising managers 100K at it, the ability to express the selling fextures Of nershandisée in a pleasing and effective wayj the cepacity to make attractive layouts, to choose the style and sizes of tyves and cuts that will be suit- Sble for his particular presentation, and to check up on the proper insertion of the advertisenent. Three advertising managers are apparently in favor of an equal division of teaching emphasis. meiaoccs aeiiem Efe sOvi Suis tee gO orig Agee olan oe nia ore erotiey I tgs .sitovliv os gaiease Yeeo. nd aseds Baert* Nod ~peligay to ebuks excitey Ao bist 4 propa Peawot- asrad i .vseneiiue sz xoyer_ oF NO; te sense % 1 Eo eeis fa bexrov overt od ofeoeq Sonisti ~egelfon’ ed reel 2 -e : : titan i Medzt Ti qo xAvic “lives des votes tren fecinetoon: One ted ” Me ) cat rae BY “Sie ,9vote Belous eta sucer: oe i tevie [betes an bs ; } < gpeahla eoecds guigibicdower foe sesaiend of% Jas? evel ayrhs Bhiytrig tar niu. afd rot sosettoem? ateom Th. ete, ae MJ tite Seiv Ootorieis sf hblvdte ant se aid codt .fike spoke kde nS HovttIt , xave ron qoetoten eay .bager mi aber Loy y ~ : maweote Yor. vat ro ed bivcde gnidoeat® egetlioos To alectone | _ Breisenum atic gett ,anieitsovis to. 4p dutood sain Semen | * a “> a phir te FOU OTe Iharsactom bia XeTiog gnieldyevau to ator tam Peedi “tas. fetoree rot nul grisoy oft of soneteogeet etob ouoludos? an2 gis¢ead sd .teof Beat ant FoR Box ooteg YO 80 § a ob. Mec Stsgiica giisiftevb: erofyey of} e2 ~ereem Moke $0 i P Be ibtivdc Yeu tO Ssimgicoer s.vil(loe st? seortexs or bt a te ts ce BemOEss SYitieriia sxom oF Grivcuso ede * svitosits bac gtk il ra ‘oF wegame @¢ Ifiv 324s aiuc boc eseyt To eeste bas alege aati se oute © hy oa wee eSc NO giv tooNo -0F bas ,noltetasreaee tetpos ita mae 10 9 tuerse ft govbe ont fo. | at e ~~ > w hat a Ad ~~. i the ie : ier pit bay Marks ay (She fei AOy 5 a a From the viewnoint of the retsil odvertising nanager, copy is essentislly important. Ten out of the trenty-tyvo mcnagers quoted mention this vase of training as an essential one; several speak of it as teing more helvyful to a worker in an advertising office than any of the other subjects included in the term "tech= 1 nique". Art and design are mentioned slso as sutjects which bear directly on advertising and which should come s2newhere in the training lsid out for the student in this field. It is significant that the majority point of view in rezsrd to technique as expressed ty retail advertising men is different from that expressed by sgency executives who in the study of "The Content of Advertising Courses in Colleges of Commerce” fuvor tesch- ing emohasis on the broader phuses of marxeting snd advertising in preference to the detailed study of the actusl preparation of advertising material. Obviously in tuilding = well rounded course in advertising the needs of both of these grouns should te considered, The last years of 2 student's training in college are, in genersl, thought to te the test years for giving the student those courses which will apply more directly to his work on leaving cOllege; three suggest the Inst year; tro the lsst two years, A list of the specific studies mentioned and the nunter of tines they were mentioned, is given telo.. ss 2 further indication Of the importance of the various sutjects. ‘ ; ae SLIaMt 7 “ih is t¢ 98 net Satis eam 5 £#t3750 ri $8 8 gicdadced te ae try + ente acing BNieiitevis ao nk Toxted, » Of Idte Lot ston goed a2 ig “toee" rot e4¢ mi babe fons atoatdud sorte site A we mone ee * ad ‘ S aoc oiuone soity Sac anise Li yevoe ee ae oh eae par tnebyte ats 20% Jeo. Bias " : ; ae! Ht Wis i br eh a? alee : a esas ita woty to wnsce “tischor ade tods ttingio af 3% ee G #aaxstts 8. ‘ei Mec sebcitssrbc {lester ae beaastems B22 nite et oer 7 a © ~ ‘ z a 9 ; j S . ; i. y ; \ Mie. pier” to ybute ond ti Sa GI¥IIWOHKS, Yous gs. sf fseesrgxs tent = EBOv.t “sorsmm0d to esqgeffoo at geetws0oD adieltreyby to ta edad to ese. de tobeorud Af 10 alent 1 1 a . abe N bute Belictab ant = SONS . —- ‘y . . 5 ¥ iy ae pele -felagy or “sna aeay feitcavic oi oaisoo Bsbuver {fer 2 gesbifud as wlewrolrde -boxobienoe ot bloc da aguory oeodt to Siod TO BbSen 6 E pare egsifico ni gniniert se’ tasbwie te erosy feel ent wrt + re Meg ' Peg hude Stivig tot esc5¢: fact att oF 63 a *y ¥ gesnst Grd Fe ct sd y «fost Terl 34 ; Oey 7 i . oe ber j ° a : a a mn eae. wis SS Stic Beuoisasr eatbeyte of bt: rege e Meitas: ead soi set 2: Ofetd toris mY iQ 75 “y KnuWledage of Merch-ndising----10 Psychology of Advertising----- 3 General Principles of Adver- tising---------------------- 8 Aavertising Costs, A»vpropris- tions, Budgets, etc.-------- i printing-~~----~----------------- 6 Retciling und St.re Practice---6 Engr aving-------~--------+------ 5 fi ede~ === === =~ ~~~ =~ =~ a 5 Art and Design----------------- 5 Pnglish and Granmer---------~--- 5 Direct Mcil-----------------~--- 4 Selling Policies--------------- 4 Buokkee ping-------------------- Ps Newspaver Advertising---------- re «~28< Hist w1y----------------------- a Market Anslysis--------------- e Typewr iting ------------------- 1 Business Administration------- 1 Connercial Gevgrsaphy---------- 1 Modern Lenguages-------------- a Cols +--+ ne He ee 1 Wed 1q-------8+4-4 354-5 seseaee t Advertising Connxigns (Loecl and Netional)------- 1 Advertising Disvolsy------------ 1 Knowledge of Plover------------ 1 Trcode Morag------------------- 1 General Kduce ti sn------------- 1 Student Activities=----=seeeeme 1 In general it dves not apnpear to be true that retail sdver- tising managers want only potenticl products which hsve within them the elements of managerial akility, but rather thot they want men Sv trained thet they can be vf some actual use tv the retail estab- lishment while they are prepsring themselves further for executive eapacity. ee ee 8 The ni) iii 3 2435 06383404 le) SITORY K DEPO | F Sl iil L 4 | 2 i) | 2 p=) uu = = wo Q