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If there is opposition, how can we circumvent it?
The problems of distribution are important and enormous. To
advertise something that few dealers supply is a waste of ammunition.
Those problems will be considered in another chapter. These are
samples of the problems which advertising men must solve. These
are some of the reasons why vast experience is necessary. One
oversight may cost the client millions in the end. One wrong piece of strategy may prohibit success. Things done in one way may be twice as easy, half as costly, as when done another way. Advertising without this preparation is like a waterfall going to waste. The power might be there, but it is not made effective. We must center the force and direct it in a practical direction.
Advertising often looks very simple. Thousands of men claim
ability to do it. And there is still a wide impression that many men
can. As a result, much advertising goes by favor. But the men who
know realize that the problems are as many and as important as the problems in building a skyscraper. And many of them lie in the
foundations.
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