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.
Corporation Finance
The corporation; a preliminary sketch Capital of the corporation Capital stock Stock not paid in cash Trade credit and bank loans Short-term loans Mortgage bonds Collateral trust bonds Bonds secured by leases Miscellaneous bonds and preferred stock Amortization of bonds Capitalization Investment and maintenance of capital Income, dividends and surplus Promoting the new enterprise Promoting consolidations Selling stocks and bonds Financing the small company Financing reorganizations
The advantages of the corporation have made it the most popular form of financial organization, and nearly all business men are now interested in one way or another in the formation or management of corporations, or in the buying and selling of the stock and securities of corporations.
The stability of practically every business concern depends in a very large measure upon the keenness of judgment used in its financial management.
This section of the Course enables one to think along financial lines with accuracy and decision. The methods by which corporations are promoted and financed are fully described, and the principles that underlie successful corporate management are stated.
The different kinds of bonds, such as mortgage bonds, collateral trust bonds, bonds secured by leases, etc., are explained and the methods of selling them discussed.
There are sections on capital and its maintenance and a full discussion of income, dividends and surplus that will be of value to the executive and to the investor.