Advertising Principles
Advertising—a constructive force in business Fundamentals of advertising Getting the advertisement seen Getting the advertisement read Making the advertisement understood Making the advertisement produce action Human appeals in advertising Word values in advertising "Getting the order" copy "Getting the inquiry" copy "Directing the reader" copy "Molding public opinion" copy Preparing the advertisement Layout of advertisements Booklets, catalogs and folders Drawings and reproductions Printing art in advertising Trade-marks, slogans and catch phrases Legal limits and restrictions on advertising
Considering the large number of progressive concerns entering the field of advertising each year, and profiting thereby, the average business man's lack of knowledge concerning advertising principles is lamentable.
Few have any ability either to write or to judge copy, and almost all are at a loss to deal intelligently with the printer.
This section of the Course discusses the various classes of copy divided according to the results each is designed to accomplish. The value of word tone in writing and how to secure it are indicated. Instructions for preparing and laying out the advertisement are given.
The technique of the printing art—type faces, paper, printing processes, half-tones and line-cut illustrations—is discussed.
The advertising slogan, the package design and the various considerations in connection with the trade-mark are treated.
The business man is prepared to correlate the principles of advertising with those of marketing methods, and to bring an understanding of both to his study of advertising problems of wholesale and retail merchandising.