Description |
1 online resource (349 pages) |
Series |
Routledge library editions. Marketing ; v. 12 |
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Routledge library editions. Marketing ; v. 12.
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Contents |
Cover; Half Title; Title Page; Copyright Page; Original Title Page; Original Copyright Page; Preface; Table of Contents; Foreword; Chapter I Industrial Marketing; Chapter II Industrial Buying vs. General Consumer Buying; Chapter III Planning the Layout; Chapter IV Planning the Headline; Chapter V Illustrating the Industrial Advertisement; Chapter VI Finding Material for Copy; Chapter VII Writing the Copy; Chapter VIII Using Color to Best Advantage; Chapter IX The Use of the Coupon; Chapter X Testimonial Advertising; Chapter XI The Trade Character; Chapter XII Dramatizing the Advertisement |
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Chapter XIII Making Type TalkChapter XIV Putting Life in Small Space Advertisements; Chapter XV Advertising the Free Offer; Chapter XVI Manufacturer''s Literature; Chapter XVII Teamwork with the Sales Department; Chapter XVIII A Few Words in Closing; Index |
Summary |
This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which anyone writing advertising copy should know before attempting to reach industrial markets. It highlights key points in the planning and writing of industrial advertising copy, with the aim of simplifying the work of the copy-writer. Although inevitably a product of the time in which it was published |
Notes |
Originally published: 1st ed. New York : McGraw-Hill, 1929 |
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Includes index |
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Online resource; title from pdf information screen (EBSCO, viewed November 13, 2014) |
Subject |
Advertising, Industrial.
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Advertising layout and typography.
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BUSINESS & ECONOMICS -- Advertising & Promotion.
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Advertising, Industrial
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Advertising layout and typography
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Form |
Electronic book
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ISBN |
9781317650348 |
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1317650344 |
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