calls into conference on the particular kinds of advertising to be used in a given problem the advertising agent who has made this study his lifework. The public relations counsel and the advertising agent then work out the problem in their respective fields.
Advertising up to the present time has laid its greatest stress upon the creation of demands and markets for specific goods. It is also applied with effectiveness to the propagation of ideas as well. It is peculiarly effective when used in combination with other methods of appeal.
Advertising controls the amount of physical space it occupies before the public eye. Advertising’s dimensional qualities give it a facile flexibility that can be extended or limited at will. In a sense, too, this quality gives the special leader the opportunity to select his audience and to give them his message directly.
The field of coöperative advertising by combinations of advertisers in the same business or profession, by governments or their subdivisions, for one reason or another, is open to future possibilities.