Conditions

Abstract

In the late 1800s, John E. Powers, a noted advertiser, recognized the importance of conditions—although he did not specify them. He said an appeal that worked well for one advertiser in a given situation might fail when used by another advertiser. For example, one would not use the same appeal for inexpensive grocery items as for high-priced goods valued for their workmanship. This book provides enough detail about the conditions to permit the reader to apply principles sensibly, whatever the circumstances happen to be.