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Book Cover
E-book
Author Lockwood, R. Bigelow.

Title Industrial advertising copy / R. Bigelow Lockwood
Published Abingdon, Oxon : Routledge, 2015

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Description 1 online resource (349 pages)
Series Routledge library editions. Marketing ; v. 12
Routledge library editions. Marketing ; v. 12.
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
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
Includes index
Online resource; title from pdf information screen (EBSCO, viewed November 13, 2014)
Subject Advertising, Industrial.
Advertising layout and typography.
BUSINESS & ECONOMICS -- Advertising & Promotion.
Advertising, Industrial
Advertising layout and typography
Form Electronic book
ISBN 9781317650348
1317650344