Présentation de l'éditeur
This volume is the outgrowth of two years' experience by the authors in developing the work of the Advertising Division of New York University. During this period they found that the most serious hindrance to education in preparation for advertising was the lack of suitable text-books. Many valuable books existed, it is true, but most of them seemed either too specialized or too narrow, or lacking in fundamentals. This condition led the four authors to collaborate in the writing of this text-book.
The distinctive feature of the book is its attempt to combine all the various arts and sciences that enter into the work of advertising and to give the fundamentals of each with reference to all the others. It includes the economic, psychological, and physical factors, together with the essential principles of artistic arrangement and English composition as applied to the construction of advertisements. Finally, it sums up all these parts in the actual operation of an advertising campaign.
Although the book is simple enough to be understood by the student of advertising who has had no experience, it should be almost equally valuable to the advanced practitioner who wishes a broader view of some phases of his profession. Principles have constantly been stressed, but practical aspects have not been neglected.
The authors acknowledge their indebtedness to many special treatises on advertising. They acknowledge special indebtedness to the Alexander Hamilton Institute for permission to use material from its Modern Business text on Advertising by Hotchkiss and Tipper.
Tags: advertising copy value advertisement form business appeal display idea product time color line sale factor article type trade matter reader
Category: Business and Economics - Marketing
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Présentation de l'éditeur
This book was originally published prior to 1923, and represents a reproduction of an important historical work, maintaining the same format as the original work. While some publishers have opted to apply OCR (optical character recognition) technology to the process, we believe this leads to sub-optimal results (frequent typographical errors, strange characters and confusing formatting) and does not adequately preserve the historical character of the original artifact. We believe this work is culturally important in its original archival form. While we strive to adequately clean and digitally enhance the original work, there are occasionally instances where imperfections such as blurred or missing pages, poor pictures or errant marks may have been introduced due to either the quality of the original work or the scanning process itself. Despite these occasional imperfections, we have brought it back into print as part of our ongoing global book preservation commitment, providing customers with access to the best possible historical reprints. We appreciate your understanding of these occasional imperfections, and sincerely hope you enjoy seeing the book in a format as close as possible to that intended by the original publisher.
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