We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
44o HARVARD BUSINESS REPORTS
After trying for a year to stimulate primary demand through its advertisements in national magazines and newspapers, the company believed it had made some progress in popularizing the motion picture. Comments in advertising trade papers and statements made by exhibitors and by theater-goers confirmed this belief. The company continued the same type of advertising but combined with it, in increasing amount, advertising of specific pictures as illustrating the general impression of quality that it hoped had been built up around its own trade-mark and name. Less attention was directed to the stimulation of primary demand. Every advertisement stressed the company's trade name and made the assertion that the company's pictures were of a consistently high quality and that a program composed of the company's pictures was always a good program. The company adopted for use in its advertisements the slogan " Baldwin Pictures Best East or West."
The company supported its consumer advertising by advertisements to the exhibitors in trade papers, describing the consumer advertising program. These advertisements urged exhibitors to purchase the pictures which were advertised to the public by the producer. The advertisements suggested also that exhibitors take advantage of the company's advertising by referring to it in their own advertisements. During one year the company adopted the slogan " Known Before They're Shown" for use in some of its advertising to exhibitors. Every member of the salesforce was fully informed regarding the company's program of consumer advertising and made it an important part of his sales talk to exhibitors.
After this program of consumer advertising had been in operation several years the executives of the company were convinced that it was an effective means of selling the company's pictures to the public. One of the executives of the advertising agency had made a nation-wide trip every year or two to observe the results of the company's advertising. He questioned the company's salesmen, exhibitors, theater-goers, and business men about the advertising. He was convinced that the consumer advertising was effective. Many letters were received by the company from exhibitors and theater-goers which indicated that the program was effective. Periodically in various parts of the United States the company had tested the results of the adver