Are You

a guesswork advertiser?
You ought to know as much about your advertising
campaign as you do about your retail store, or your
factory.

But do you?

Do you know why each periodical or newspaper on

your list is there – we mean exactly why, not just a
general impression that it is a “good” one?

Do you know what part of your copy is strong and

what is weak? Do you know the really strong points?
Does your advertising fit in with your merchandising as it
ought to, or is it run independently in a little world of its
own?

If you cannot answer all these questions satisfactorily,

then you are a guesswork advertiser.

And –

Guesswork publicity belongs away back in the early

nineties, in the Dark Ages of Advertising.

If you are not thoroughly satisfied with the way your

advertising is being done – if you would like to bring it up
to the point where every dollar brings the largest possible
returns, then –

Mail the card – addressed to us – which you will find

attached to this folder, and we will send a representative
to see you without obligation or cost, on your part.

Yours truly,

J. Walter Thompson
President

J. Walter Thompson Co.

44-60 East 23rd. Street
New York

Copyright © 2010 SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 2

What Experience in
Advertising Means

T he most successful advertising is the kind that

develops the maximum efficiency of every dollar
invested.

This efficiency is expressed in sales. In plain language,

results are the measure of the efficiency of any kind of
advertising. Nothing should be allowed to cloud this issue.
The intangible and the vague have no part in modern
business.

All advertising rests upon the three factors –

Commodity, Medium and Copy. That means that the
product to be advertised must be desirable and salable;
that the advertising must appear in mediums that reach
people to whom it is possible to sell the commodity; and
that the copy, or text, of the advertising must be
convincing, and with direct application to the people who
read it.

It is the business of the advertising agent to

understand these factors and to know how to apply them.

There is where experience counts. It is reasonable to

believe that an advertising agency that has created
advertising for years; that has handled, and is handling,
hundreds of accounts; that has analyzed thousands of
result sheets; that has a first-hand knowledge of
advertising mediums, and their circulations, can give a
better service than any agency with a limited experience
and a limited knowledge.

The difference between them is the difference that

exists everywhere between experience and theory – the
difference between “I-believe-it-ought-to-be-so” and “I-
know.”

The
J. W. T.
Service

Copyright © 2010 SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 3

The J. Walter Thompson Company has had an

experience in advertising that extends over a period of
forty-six years.

During this time advertising has grown from nothing

into the greatest of all selling forces, and as it has
developed the J. Walter Thompson Company has
developed with it.

We are identified with many of the most conspicuous

and substantial of advertising successes.

We are handling hundreds of advertising accounts,

and are continually analyzing results and observing
conditions.

Through our branch offices in the important

commercial centres we are constantly in touch with
merchandising conditions.

Our experience is at the service of our clients.

J. WALTER THOMPSON COMPANY

44-60 EAST 23d STREET

NEW YORK

CHICAGO CLEVELAND CINCINNATI BOSTON

DETROIT ST. LOUIS TORONTO LONDON

Copyright © 2010 SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com