ABSTRACT
Copy must compete for attention with many other appeals for the readers’ free dollars. Copy must take cognizance of both the extent and limitations of readers’ interests, incomes, tastes, habits and methods of buying. Copy that tells the whole story handicaps rather than helps the salesmen. Some copy must sell the dealer, some must sell the consumer, some must sell confidence to the advertiser’s organization. To-day, the term “copy” covers specialized skill and training in the search for and selection of the idea which shall be expressed in the advertiser’s campaign. The copy writer must remember that good advertising is essentially reiteration. One of the current fallacies is that the style of the writer or the artist or the organization is more important to an advertiser than the services of experts who believe their best work is done in developing an individual, distinctive style for the advertising itself.
