ABSTRACT
No branch of Advertising arouses more widespread attention or awakens the ambition of more numerous people than mail-order work which means selling through the post. The goods do not necessarily travel by post, but the order comes by post. In mail-order work, even more than in other branches of Advertising, the most rigid veracity and straightforwardness are essential to any success worth having. A service has lately been advertised by mail-order, which could just as easily, or more easily, be obtained from shopkeepers. That is the resharpening of blades for safety-razors. Mr. Hooper believed that the demand was not, even yet, exhausted. He believed that advertising, and exceptional facilities for buying this great work, could sell more. Without a defined policy, Advertising is what the general public thinks it, a sort of intuitive process—an art rather than a science.
