346 
Association  s  Latent  Power. 
Am.  Jour.  Pharm. 
May,  1920. 
in  this  number  of  mediums  would  be  as  effective  as  a  campaign  of, 
for  instance,  twelve  insertions  in  a  larger  number  of  journals,  all 
conditions  being  equal.  But  it  could  be  made  as  effective  as  many 
campaigns  of  twelve  insertions  in  a  much  larger  list  of  mediums,  if 
careful  workmanship  and  a  policy  of  giving  quality  the  right-of-way 
were  fruitful  in  producing  advertisements  of  unusual  interest  and 
attention  value,  and  also  if  the  six  mediums  were  selected  with 
requisite  care. 
FOI.LOW-UP  OF  THE  CAMPAIGN. 
The  auxiliaries  that  could  be  brought  to  the  support  of  such  a 
campaign  are  multifarious  but  there  is  one  that  I  would  particularly 
recommend.  Your  magazine  advertisements  should  be  calculated 
to  arouse  an  interest  in  the  reader — perhaps  in  the  form  of  curiosity — 
for  further  information  of  a  character  that  would  further  the  objects 
of  your  campaign.  If  the  advertisements  were  a  success  in  this 
respect,  we  would  find  our  readers  impressed  in  varying  degrees  at 
any  given  stage  of  the  campaign.  Some  would  be  just  sufficiently 
interested  perhaps  to  watch  for  the  next  advertisement,  others  would 
be  sufficiently  interested  to  send  for  a  booklet  giving  promise  of 
satisfying  their  human  thirst  for  accounts  of  the  mystical  or  the 
magical  or  the  unexpected.  The  very  fact  that  he  thinks  of  alcohol 
only  as  a  thing  of  evil  would  arouse  the  reader's  curiosity  in  a  booklet 
with  some  such  title  as  "Our  Faithful  Servant  Alcohol,"  while  others 
who  take  umbrage  at  the  loss  of  their  daily  glass  of  beer  or  wine 
would  be  interested  in  it  out  of  a  sympathetic  attitude  for  a  friend 
whom  they  think  is  being  unduly  abused.  A  colorful  but  accurate 
story  in  popular  language  of  the  wonders  alcohol  performs  as  a  sol- 
vent would  be  of  as  great  if  not  greater  interest  than  "the  story  of  a 
grain  of  wheat"  or  "the  story  of  a  piece  of  coal"  or  other  popular 
science  stories  of  their  ilk. 
In  thinking  of  the  distribution  of  such  booklets  through  popular 
advertising,  you  must  think  in  terms  of  hundreds  of  thousands. 
Think  of  what  it  would  mean  to  educate  such  an  army  to  the  fact 
that  there  is  a  praiseworthy  use  of  alcohol  that  must  be  safeguarded, 
and  if  you  made  proper  use  of  your  material  you  would  incidentally 
develop  some  one  of  the  fundamental  aims  of  your  campaign.  To 
take  one  of  those  I  have  suggested  you  could  in  the  development  of 
your  story  of  alcohol  treat  of  some  conspicuous  example  of  a  thera- 
peutic agent  developed  in  the  laboratory  of  the  manufacturer  and 
