ABSTRACT
In a book, now happily out of print, I let drop the remark that advertisers who employ advertising agents of small enterprise have themselves to blame. A colleague, reading this, said: “Yes, but how is an advertiser—and how much more is a manufacturer who has not yet become an advertiser—to distinguish between one agent and another? We know,” he said, “that some agents consider their function is fulfilled and their responsibility discharged when they have prepared a series of Press advertisements and a trade broadside. This they call an advertising campaign. But how is the prospective advertiser to know that this is not even the beginning of a campaign? Do advertisers understand what they should expect from their agents?”
