MR. R. S. DURSTINE HOLDS TALK ON ADVERTISING

"The problem in advertising is to put your commodity on the market quickly", said Mr. R. S. Durstine in the first of a series of Tuesday evening lectures on advertising and business which is being given this year in the Crimson Building under the auspices of the CRIMSON and the Lampoon. Mr. Durstine was introduced to an audience which filled the CRIMSON Sanctum, by Mr. P. M. Hollister '13, a member of the firm of Barton, Durstine, and Osborn.

Mr. Durstine, whose subject was "The Function of the Advertising Agency", opened his talk with a discussion of the purposes and various classifications of advertising. He defined advertising as "a printed salesman", adding that it is far more efficient than ordinary salesmen, for it travels further and covers a far wider field at much less expense. "The function of the agency", he continued, "is to discover by research and study where the advertising of its customers will be most effective, and to place it there. It may take months or a year to determine the exact situation, but the most effective type of copy and the best place to use it must be accurately determined".

Mr. Durstine went on to describe the workings and construction of the various departments into which such an agency divides itself, concluding with a discussion of advertising as it exists in foreign countries, particularly in England.