Service consists of:—
1st. Information as to advertising mediums, their circulations, rates and qualities.
2nd. Advice resting on actual experience.
3rd. Knowledge of commodities, their composition, prices and methods of sale.
4th. Knowledge of merchandising conditions.
5th. Knowledge of the buying public, its needs, its habits and its income.
6th. The ability to plan advertising campaigns—that is, to grasp the whole subject and work out its details in conformity with a general principle.
7th. Knowledge of trade-marks, their use in advertising, and methods of protecting them from infringement.
8th. The ability to write advertising that will create a desire for the advertised product.
9th. The artistic ability to make advertising attractive.