Commercial Advertising (RLE Advertising)
eBook - ePub

Commercial Advertising (RLE Advertising)

  1. 312 pages
  2. English
  3. ePUB (mobile friendly)
  4. 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.

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Information

Publisher
Routledge
Year
2013
Topic
Business
eBook ISBN
9781136668814
Subtopic
Advertising
Index
Business
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

  1. Cover
  2. Half Title
  3. Title Page
  4. Copyright Page
  5. Original Title Page
  6. Original Copyright Page
  7. Preface
  8. Preface to the Second Edition
  9. Table of Contents
  10. INTRODUCTION
  11. LECTURE I THE ECONOMIC JUSTIFICATION OF ADVERTISING
  12. LECTURE II ADVERTISING—ITS FUNCTIONS AND POLICY
  13. LECTURE III COPY-WRITING AND THE PRACTICAL PSYCHOLOGY OF ADVERTISING
  14. LECTURE IV THE HALL-MARK OF COMMERCE: TRADEMARKS AND RETAIL ADVERTISING
  15. LECTURE V THE THREE MAIN MODES OF ADVERTISING
  16. LECTURE VI
  17. APPENDIX.
  18. INDEX

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