ABSTRACT
Primitive selling was a simple exchange of one necessity for another. In order to insure success in a campaign, imagination should be recognized as a vital fundamental. Selling through advertising in any of its various forms is accomplished through three processes: through the conception of sales-making ideas; through the effective conveyance of sales-making ideas; and through the conviction brought about by the sales ideas. A vast amount of selling through the eye has been done during the carrying on of advertising. An equal amount of ineffective presentation has found its places in the advertising archives. Through an easy control of the fundamentals, creative talents can have a wider range of freedom of expression. Accordingly, so far as each advertising presentation is concerned, it must be considered as more than a picture merely; it must be considered as a positive force.
