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Better Business (Classic Reprint)
by Firm Newspaper Advertising Agents Ayer



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This is possibly one of the earliest printed attempts at viral marketing. As any marketer today will tell you if you want to catch somebody's attention you have to give them something worthwhile, so advertising company N.W. Ayer and Son attempt to sneak the advert for their business into a book purporting to be only about how to improve your business.

The first portion of the book is divided into sections, each of which discusses a specific topic of interest to business owners. Subject matters covered include the importance of a democratic approach to advertising, the standardization of merchandise, advertising as salesmanship, and barriers to advertising. The book is clearly written primarily for business owners involved in a retail operation. Better Business concludes with a chapter titled "An Invitation", and it is this chapter that demonstrates the true purpose of the book. "N.W. Ayer and Son is a business house seeking more business," states the opening line. The text goes on to detail the services that they can provide, and offers a response to criticisms that have been levied against the organization.

Better Business is an interesting read as an example of early covert advertising. While the book is published by the advertising firm, it does not become clear until the last chapter that the explicit purpose of the text is to attract new clients to the firm. This is a clever bit of marketing by N.W. Ayer and Son, and was likely an effective means of disseminating information about the company.

Individuals interested in the history of advertising, particularly disguised advertising campaigns, will likely find Better Business to be an interesting read. While the text of the guidebook chapters are of no significant value, it is N.W. Ayer and Son's advertising strategy that makes this book worthwhile for the modern reader.

About the Publisher

Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com

This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.






Better Business (Classic Reprint) Firm Newspaper Advertising Agents Ayer


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