How Advertising Became Respectable.

Dr. Charles K. Ramond suggests that sooner or later most companies will measure the return on their advertising as readily as they do the return on their other capital investments. And he also predicts that knowledge of the profitability of advertising will gradually inhibit tasteless advertising, thereby muting the public criticism some advertising men feel so keenly. Here is a "history" of the next 35 years of U.S. advertising. [ABSTRACT FROM AUTHOR]