Sound motion pictures : from the laboratory to their presentation (1929)

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ADVERTISING 281 vibrate with enthusiasm. It should draw upon every ounce of inventiveness and vivacity in the advertiser, so that it may arouse and magnetize the greatest possible number with its infectiousness! Finally, I must not forget to say that of all publicity the best sort is that which belongs to a house because of what the public gets there. In connection with sound this means clear and pleasant reproductions for eye and ear. It means good equipment, ideal acoustics, and the right films. The press, the ballyhoo, the lobby may bring in the crowTds. The performance will hold them, bring them back, turn them into well-wishers, and make them speak for you. There is no advertising that can down a bad reputation; there is no advertising like a good one.