Excerpt from Macgregor's Book of Bank Advertising Some advertising is done with other objects in view, but in most cases now-a-days every dollar spent in advertising is expected to come back, sooner or later, bringing many others with it. Advertising is by no means a fixed science. There are no set rules the observance of which will insure success to the advertiser. But experience is a good teacher, and it need not all be your own experience. In the past few years there has been a wonderful advance in advertising knowledge, and progress has been made in the facilities for the preparation and distribution of advertising matter to such an extent that advertising means much more than it did even a decade ago. The fundamental principles involved in financial advertising do not differ from those of advertising in general. However, there are some things in financial publicity that require special emphasis. Hence this book. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.