INVITATION TO ADVERTISING

Subtitled -- this is a handbook on a typically American business, designed to ""ell the American idea of life to the world"". Here are the Hown and Whats and Wheres of advertising; behind the scenes in an advertising office, in an agency office, close ups of advertising campaigns -- how to study your product, your market, your use of the appropriation. Then the ad itself -- its component parts, headline, copy, illustration, layout. Tricks to take the guess out of advertising, copy testing, timing, checking results at point of sale. With the matter of techniques and abstractions behind you, the author turns next to concrete illustrations, specific kinds of advertising, house to house selling, sampling, all the tricks of the trade that can be shared. This is a useful book, for anyone considering going into advertising anyone is the outer fringes- anyone open minded enough to stand back and take a second look at accepted procedure. The style is crisp, slick, sometimes smart alecky, sometimes f. But he puts hi across. And that's good advertising.