Selling Latin America

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Monograph

Identifikator:: 101030657X

URN:: urn:nbn:de:zbw-retromon-41609

Document type:: Monograph

Author:: Aughinbaugh, William E.

Title:: Selling Latin America

Place of publication:: Boston

Publisher:: Small, Maynard & Company Publishers

Year of publication:: 1915

Scope:: 1 Online-Ressource (VI, 408 Seiten)

Digitisation:: 2018

Collection:: Economics Books

Usage license:: Get license information via the feedback formular.

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Document type:: Monograph

Structure type:: Chapter

Title:: XXVII. Advertising

Collection:: Economics Books

XXVII ADVERTISING Advertising is in its infancy in all parts of Latin America. It has been given neither thought, study or attention, by the native, and where some particular article has made a “hit” or developed into a profitable seller through publicity, the chances are that the campaign was conducted by some foreigner more or less familiar with modern methods. Thousands of dollars are yearly wasted by inexperienced persons in trying to market goods along er roneous lines. The great thing which militates against suc cessful work in this field is the enormous per centage of illiteracy—some authorities placing it as high as 85 per cent. Chile admits that 49 per cent, of her citizens cannot read or write; Argentine 54 per cent.; Cuba 56 per cent.; Mexico 75 per cent.; Brazil 85 per cent, and 331

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