Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-06-09

its many phases YOU will be better able to choose which
particular branch to pursue Moreover, after
you start even though you specialize in particular de
partment you will find that it helps great deal to UNI
derstand the other phases of the subject.
However, do not deceive yourself that study of adj
yertising, no matter how thorough, will make a good
advertiser of any Tom, Dick Harry Basically YOU
must possess other factors. For instance f yoH are
devoid of selling instinct don try to enter advertising
No how YOU worked, YOU would never make an
advertising expert On the other hand anyone OF fair
intelligence who las had reasonable amount of educa
ton possesses at least some of that instructive ability
to SELL ought to be able to find living the advertising
field if he will study the subject thoroughly OF course
real ability, however will come only when wide exe
rence has crystalzed that fundamental information.
just to work at advertising is almost reward enough
No other field furnishes such fascination But YOU have
to be willing to pay the price of continuous aernes for
it necessates eternal qu yye There no rules or
laws that you can apply IN the sciences Every prob
lem requires different solution. Therefore to win in
this 6eld, YOU must develop cachas catchean
tity which interpret each in the light Of
ID knowledge of fundamental general rules (2) Knowl
edge pertaining to object to be advertised CD Know
edge of the mental processes of mankind This last is
sometimes called psychology
Yes there is fun, and evernew interest in adverts
ing but there other rewards too Fornstance there
is the feeling that you participating in
that helps upft civilization, for many Improvement
in the worlds habits has been the result of Inventions
many OF them nurtured by newspaper advertising and
other kinds of publicity Them too it pleasant for the
advertiser to know that his is part of productive in
dustry which increases the profit for the seller and de-
cTeases the cost of the buyer, j. e.. the public.
From remunerative standpoint, there is a worth
while opportunity for advertising specialist prac
tcay every store and factory in the country In almost
every case the services of skilfu advertising will
warrant salary for him that ought to be second to that
of the general manager and possibly, the head of the
sales department Moreover there are comparatively
minor places iii the advertising field which will pay much
than the general manager of the average manufac
turing plant can command Yes there are some oppor
tunes in the advertising field which offer $4,000 per
year and higher
The purpose of this course then, will be to consider
in coherent logical manner the many detailed phases Of
the subject of advertising The ai-shal be to give the
reader general survey OF the field In way, this will
be digest of the best principles laid down BY the best
authorities
The treatment of the subject will be business like
from start to nish and il will not be too academic
Little will be said Of Psychology which has become
iackneyed connection with advertising that it Is
enormously regarded by synonym for the sub
iect in genera But the real meat of psychology name
~ the analysis of mind processes will be
thoroughly covered every day way and IN It's naked
essentials all without effort to becoud that Important
phase Of the study with any mysterious atmosphefe
Tomorrow's chapter wiz BE- How g A17ertis.
Something Unknown and Unnamed