Advertising Campaigns
The purpose of the campaign Analysis of demand and competition The advertising appropriation Methods of identification The advertising department The advertising agency Advertising media Weighing circulation Weighing prestige Letters and direct advertising Sampling How periodicals are used The use of signs Campaigns to obtain distribution Campaigns to obtain dealer cooperation Mail-order campaigns Public sentiment campaigns The trader's campaign The campaign as a whole
In the Modern Business Course and Service the study of advertising is divided into three parts. First, in Marketing Methods there is a complete presentation of the plan behind the campaign—of the things that have to be considered by anyone who has anything to sell, before he sends out salesmen or prepares advertising.
The section of Advertising Principles shows what advertising can do for business, guides one in choosing the right advertising appeal, and treats of the technique of advertising, writing the copy, preparing the illustrations, and getting the advertisement before the public.
There is much more to advertising, however, than the making of a preliminary study of the writing of advertisements.
The advertiser has to consider problems of organization, methods of identifying his goods, his relation with agencies, the selection of media, distribution, dealer cooperation, and a host of other things, all of which have an important part in the complete campaign.
This section deals with the many essential parts of an advertising campaign which have not been considered in preceding sections of the Modern Business Course. It gathers together all the diverse considerations of the advertiser, shows their relation one to another, and binds them into a unified whole.