Book description
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.
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 ADVERTISING—ITS 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
- PART I.—MAIL-ORDER ADVERTISING
- PART II.—ADVERTISING AS A CAREER
- APPENDIX.
- INDEX
Product information
- Title: Commercial Advertising (RLE Advertising)
- Author(s):
- Release date: June 2013
- Publisher(s): Routledge
- ISBN: 9781136668814
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