- 312 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Commercial Advertising (RLE Advertising)
About this book
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.
Frequently asked questions
Yes, you can cancel anytime from the Subscription tab in your account settings on the Perlego website. Your subscription will stay active until the end of your current billing period. Learn how to cancel your subscription.
No, books cannot be downloaded as external files, such as PDFs, for use outside of Perlego. However, you can download books within the Perlego app for offline reading on mobile or tablet. Learn more here.
Perlego offers two plans: Essential and Complete
- Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
- Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.4M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1 million books across 1000+ topics, we’ve got you covered! Learn more here.
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more here.
Yes! You can use the Perlego app on both iOS or Android devices to read anytime, anywhere — even offline. Perfect for commutes or when you’re on the go.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Commercial Advertising (RLE Advertising) by Thomas Russell in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.
Information
INDEX
ADVERTISING, past present, and future (Intro.), 1–44; defined, 1, 47, 179; contrasted with publicity, 11, 180; increases consumption, 11, 12, 68–70; historical aspects, 21, 51; Curious Side of, 26; economic justification (Lect. I), 45–77; annual value, 46; counteracts secrecy, 50; the case against, 54 ; standardises quality, 58, 79; functions and policy (Lect II), 78–117; protective, 80, 81, 105; influences habits, 95; maintains demand, 103; scientific, 107; statistics, 68–70, 72, 110–115; disseminates information, 124; management, 168; main modes of (Lect. V), 178–206; as a career, 232–252; department, 246; Uncommercial, Semi-commercial, Institutional, Co-operative, Financial (Appendix), 253–290; financial, 257, 282, 284; municipal, 258; steamship, 265; co operative, 276; political, 285.
Advertisements, signed, 39; colour in, 36; by-product of newspaper, 45, 75, 78; functions of, 125.
Aerated Bread Company, 67.
Alcohol Advertisements, 39, 83, 139, 163.
Aldwych Club, 26.
Allan' shop, 173.
Edgar Allen & Co., Ltd., Service, 27.
Amateur Photographer, 185.
American methods, see Powers and Printers’ Ink.
Anderson' shop, 173.
Announcement, 4, 48. See also Publicity.
Antipyrin, 157.
Arrow, use or, 132.
Art, see Illustrations and Pictures.
Aspirin, 157.
Association of Ideas, 128, 129, 130.
Attention, attracting, 125, 127.
Australia, 282.
Auto-Strop razor, 83, 98.
BANANAS advertised, 150.
Barratt, T. J., 9, 37. See also Pears.
Beauty attracts attention, 30.
Beeching, C. L. T., 6...
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Original Title Page
- Original Copyright Page
- Preface
- Preface to the Second Edition
- Table of Contents
- INTRODUCTION
- LECTURE I THE ECONOMIC JUSTIFICATION OF ADVERTISING
- LECTURE II ADVERTISING—ITS FUNCTIONS AND POLICY
- LECTURE III COPY-WRITING AND THE PRACTICAL PSYCHOLOGY OF ADVERTISING
- LECTURE IV THE HALL-MARK OF COMMERCE: TRADEMARKS AND RETAIL ADVERTISING
- LECTURE V THE THREE MAIN MODES OF ADVERTISING
- LECTURE VI
- APPENDIX.
- INDEX