Images of selected pages from this item are available. Chapter headings: Part I: How to Plan and Prepare - Chapter I. Finding the Vital Selling Points - Chapter IV. Making Copy Sell Store Products - Part II: Novel Ways to Reinforce you Copy - Part III: How to Write the Advertisement and Make the Layout - Chapter VIII. Attention-Getting Headlines and Displays - Chapter IX. Making Copy Plain and Interesting - ChapterIX, X. Making Copy (cont.); Writing In the Reasons Why - Chapter X, XI. Writing (cont.); How to Word Inducements and Insure Response - Chapter XII. Blocking Out Your Advertisement - Part IV: Planning Out Mediums, Space and Appropriations - Chapter XIV. Choosing Profitable Sales Mediums and Lists - Chapter XV. How Much to Spend for Advertising - Chapter XVI. How to Start the Campaign - Part V: Raising Your Average of Returns.
Over 3,300 advertising items and publications dating from 1850 to 1920, illustrating the rise of consumer culture and the birth of a professionalized advertising industry in the...
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