INTRODUCTION TO ADVERTISING PRINCIPLES AND PRACTICE

This is an excellent general survey which any young aspirant to a place in the advertising sun would do well to study. One part or another will have significance to anyone dealing with problems of advertising. Following a somewhat general theoretical introduction, the author gets down to brass tacks:- basic principles, how to write copy, factors that produce action, layout techniques, advertising production processes and acts, selection of media, building of schedules. He then goes on to testing of advering, whether in various media, or on the radio, or by direct mail. He discusses building of lists, follow up; he assesses the value of house organs, of store promotion material, of displays. He shows how a sales procedure can be dramatized -- how an organization within a department or an agency can be brought into participation. He touches in passing on some legal points. He defines advertising agencies, their functions, their value. Competent and thorough job.