344 
Association  s  Latent  Power. 
Am.  Jour.  Pharm. 
May,  1920. 
of  the  reader  as  to  what  you  are  "driving  at,"  and,  conversely,  it  is 
true  that  the  methods  used  in  the  copy,  being  less  obvious,  might 
cause  the  meaning  to  escape  more  persons  than  in  the  case  of  the 
former.  But  the  secret  of  successful  advertising  is  the  repetition  of 
the  same  thought  in  a  number  of  fresh  ways  until  continuity  of 
impression  has  firmly  implanted  it  in  the  mind  of  the  reader,  and  if 
you  can  get  your  idea  home  without  stirring  up  doubt  your  task  in 
the  end  will  be  a  shorter  one. 
AIMS  OF  THE  CAMPAIGN. 
Every  advertising  campaign  that  hopes  for  conspicuous  success 
should  be  carefully  planned  from  beginning  to  end  before  the  first 
piece  of  copy  is  written.  Its  aims  should  be  carefully  defined  and 
every  individual  advertisement  should  be  prepared  with  that  aim  in 
view,  in  order  that  each  may  contribute  to  the  continuity  of  impres- 
sion that  means  advertising  success.  What  the  points  should  be 
in  the  first  campaign  of  this  industry  is  a  matter  for  careful  discussion. 
I  would  venture  the  suggestion  however,  that 
1.  It  should  explain  the  mission  of  each  of  the  principal  factors 
in  the  drug  and  medical  worlds  and  endeavor  to  impress  the  public 
with  their  worthiness  and  their  vital  consequence.  This  would 
make  such  a  campaign  seem  more  altruistic  and  help  to  instill  in  the 
public  an  impression  that  the  industry  is  inspired  by  other  than 
purely  selfish  motives.  It  would,  moreover,  increase  the  goodwill 
of  these  other  factors  for  the  industry  and  would  serve  to  contribute 
to. 
2.  The  second  aim  which  is  to  awaken  the  public  to  the  fact  that 
the  remedial  agents  of  the  medical  profession  do  not  "just  grow" 
but  are  the  product  of  a  distinct  industry. 
3.  Thirdly,  it  should  impress  the  people  with  the  fact  that  this 
industry  is  imbued  with  the  ideals  of  the  medical  profession  and 
that  while  it  is  naturally  looking  for  a  reasonable  profit  its  zeal  to 
serve  the  public  and  the  profession  will  brook  no  sacrifice  in  quality 
or  service. 
4.  That  it  is  to  the  medicinal  manufacturer  that  Medicine  owes 
the  development  of  its  medicinal  agents,  and 
5.  That  there  is  no  industry  in  whose  welfare  the  average  individ- 
ual has  a  greater  interest,  that  undue  restraint  on  its  liberty  of  action 
hampers  one  of  the  biggest  factors  in  medical  progress,  and  that  it 
