3o8 MANAGEMENT OF DAIRY PLANTS 



tisement from the list of talking points prepared earlier. Then 

 study the result carefully, make careful criticisms, estimate its 

 probable effect on the reader, and then rewrite. Two or three 

 rewritings are none too many for a worth-while advertisement. 

 This writing and rewriting should, of course, be done on sepa- 

 rate sheets of paper; the final result may be numbered to indi- 

 cate its location in the outline of the advertisement. 



7. Secure the cooperation of the printer to get into t3rpe the 

 kind of an advertisement you have planned. The printer can 

 help make or mar the ad writer's work. Arrange for proofs so 

 that you may be assured that the advertisement you planned is 

 really worked out in type. Better pay extra for the privilege 

 of tearing down and rebuilding than to have an unsatisfactory 

 advertisement go into circulation. 



Vn. An Advertising Scrapbook. — Such a book, filled with 

 clippings of advertising material, will prove invaluable to the 

 ad writer. It should contain examples of different uses of 

 typography to get attention and interest, of different methods 

 of using illustrations, of effective key lines, of well-written 

 arguments or descriptions or other appeals, of various type 

 faces and type sizes, short articles bearing on advertising, 

 clipped from trade or advertising journals, and such other 

 matter as may prove useful. 



