Harvard business reports (1930)

Record Details:

Title:
Harvard business reports
Date:
1930
Publisher:
New York : McGraw-Hill Book Company, Inc.
Volume:
Harvard business reports
Leaf #:
000157
Language:
English
Subjects:
Motion Pictures, Motion picture industry
Collection:
Books
Format:
Books
Contributor:
Media History Digital Library
Sponsor:
Media History Digital Library
Coordinator:
Media History Digital Library
Description:
Date Added:
March 28, 2024
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UNIVERSAL PICTURES CORPORATION 137 motion pictures, as in that of other products, direct consumer advertising is a desirable thing. Furthermore, the personal character of the appeal in this case was especially noteworthy. The case indicates that about 100 letters a day were received in response to the advertisements in the Saturday Evening Post. A very substantial mailing list had been built up in consequence. From this mailing list, selective groups of persons were chosen and frequently consulted. All of these facts suggest that it would have been distinctly unwise for the company to discontinue direct consumer appeals, even though they did not serve as an adequate basis for forming a judgment on the particular question in mind. November, 1929 H. T. L.