Reason Why Advertising - Intensive Advertising
By John E. Jennedy


At the turn of the century, John E. Kennedy came up with the powerful, simple concept that “Advertising was Salesmanship-in-Print”.

Not only did this idea revolutionize the advertising industry, but it also led to Kennedy becoming one of the highest paid copywriters in the world at 24 years old, as a partner at Lord + Thomas advertising agency.

With Kennedy’s teachings, Lord + Thomas’ reputation grew in stature. The agency became well-known for developing its own in-house stable of copywriters and working on the campaigns for some of America’s most famous brands, such as Palmolive, Pepsodent, Oldsmobile and Quaker Puffed Rice and Wheat.


Table of Contents

Reason Why Advertising
I. You Must Do the Sum to Prove it............................ 4
II. To Whom Are You Advertising?.............................. 6
III. The Responsive Chord in Advertising.................... 8
IV. "Let There be Light" ........................................11
V. They Who Blindly Follow the Blind....................... 13
VI. Fortunes Wasted in following "Will-o'-the-Wisp”.. 17
VII. Why Some Advertisers grow Wealthy While Others Fail.....20
VIII. Making Sure of Results from General Advertising.. 23
IX. How Mail Order Advertising is Tested ................... 26
X. How to Test Out General Advertising...................... 28
"Judicious Advertising" Notes..................................... 30

Intensive Advertising

Publishers Pay $25,000 for Intensive Advertising........... 34
Who Was John E. Kennedy - A Short Biography........... 35
1. Intensive Advertising................................... 37
2. Salesmanship Multiplied........................................ 39
3. Good Advertising is News ...................................... 41
4. How Short Should an Ad Be?..........…...................... 43
5. To Plan and Write Strong Ads.................................. 45

From "The Book of Advertising Tests"

1. How Shall We Know Good Copy? ........................... 47