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- 312 pages
- English
- ePUB (mobile friendly)
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Commercial Advertising (RLE Advertising)
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About This Book
The Lectures forming the main part of this volume were presented at the London School of Economics and Political Science and, collected, purport not to be a working textbook of Advertising, but rather a statement of practical principles. Every opportunity has been taken to illustrate, with examples described from actual practice, the theories propounded.
The business of Advertising still suffers from the prejudices created by earlier misconduct. But Advertising has become a necessity: anyone who wants to do business on a large scale must advertise in some way. Commercial Advertising examines how this state of affairs came about, and how businesses conduct their Advertising in the modern age.
First published in 1919.
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INDEX
ADVERTISING, past present, and future (Intro.), 1ā44; defined, 1, 47, 179; contrasted with publicity, 11, 180; increases consumption, 11, 12, 68ā70; historical aspects, 21, 51; Curious Side of, 26; economic justification (Lect. I), 45ā77; annual value, 46; counteracts secrecy, 50; the case against, 54 ; standardises quality, 58, 79; functions and policy (Lect II), 78ā117; protective, 80, 81, 105; influences habits, 95; maintains demand, 103; scientific, 107; statistics, 68ā70, 72, 110ā115; disseminates information, 124; management, 168; main modes of (Lect. V), 178ā206; as a career, 232ā252; department, 246; Uncommercial, Semi-commercial, Institutional, Co-operative, Financial (Appendix), 253ā290; financial, 257, 282, 284; municipal, 258; steamship, 265; co operative, 276; political, 285.
Advertisements, signed, 39; colour in, 36; by-product of newspaper, 45, 75, 78; functions of, 125.
Aerated Bread Company, 67.
Alcohol Advertisements, 39, 83, 139, 163.
Aldwych Club, 26.
Allan' shop, 173.
Edgar Allen & Co., Ltd., Service, 27.
Amateur Photographer, 185.
American methods, see Powers and Printersā Ink.
Anderson' shop, 173.
Announcement, 4, 48. See also Publicity.
Antipyrin, 157.
Arrow, use or, 132.
Art, see Illustrations and Pictures.
Aspirin, 157.
Association of Ideas, 128, 129, 130.
Attention, attracting, 125, 127.
Australia, 282.
Auto-Strop razor, 83, 98.
BANANAS advertised, 150.
Barratt, T. J., 9, 37. See also Pears.
Beauty attracts attention, 30.
Beeching, C. L. T., 6...
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Original Title Page
- Original Copyright Page
- Preface
- Preface to the Second Edition
- Table of Contents
- INTRODUCTION
- LECTURE I THE ECONOMIC JUSTIFICATION OF ADVERTISING
- LECTURE II ADVERTISINGāITS FUNCTIONS AND POLICY
- LECTURE III COPY-WRITING AND THE PRACTICAL PSYCHOLOGY OF ADVERTISING
- LECTURE IV THE HALL-MARK OF COMMERCE: TRADEMARKS AND RETAIL ADVERTISING
- LECTURE V THE THREE MAIN MODES OF ADVERTISING
- LECTURE VI
- APPENDIX.
- INDEX