Details

Subject(s)

• Advertising [Browse]

Series

• Studies in economics and political science ; no. 58 [More in this series]
• Routledge library editions. Advertising. [More in this series]
• Routledge Library Editions: Advertising ; Volume 7

Summary note

• The lectures forming the main part of this volume present a statement of practical principles. It illustrates, with examples described from actual practice, the theories propounded.
• 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. 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.

Notes

First published in 1919 by G.P. Putnam's Sons.

Source of description

Description based on online resource; title from title page (ebrary, viewed July 17, 2013).

Contents

Introduction. Lecture 1. The Economic Justification of Advertising Lecture 2. Advertising - Its Functions and Policy Lecture 3. Copy-Writing and the Practical Psychology of Advertising Lecture 4. The Hall-Mark of Commerce: Trade-Marks and Retail Advertising Lecture 5. The Three Main Modes of Advertising Lecture 6.1. Mail-Order Advertising 6.2. Advertising as a Career. Appendix.

ISBN

• 1-136-66881-0
• 1-138-97115-4
• 0-203-58264-0
• 1-136-66874-8

OCLC

• 851695442
• 854569686

Doi

• 10.4324/9780203582640

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