Effective Type Use For Advertising Classic Reprint

Excerpt from Effective Type-Use for Advertising Advertising typography must stimulate interest by its liveliness Display, 49 1 Display must stand out, 53 2 Display must be easy to read, 55 3 Display must be good to look at, 662 4 Display must be arranged so that its sense clear at first glance, 63 5 We must not overdo, 64. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.

Excerpt from Tobacconists' Advertising: A Collection of Selling Phrases, Descriptions, and Illustrated Advertisements as Used by Successful Advertisers In preparing your ads, treat your subject simply but thoroughly. Do not overcrowd your space - leave something for the next time. While prices are the chief attraction in an ad, yet they must be handled carefully. If you are Offering bargains, do not fear to feature the price, but if you are selling a high-grade article at a high price make the description sell it in spite of the price. Don't forget that variety is the spice of advertising. You may advertise the same goods day after day, issue after issue if you will, but do not use the same language or display to do it. Study this book and you will be able to adapt to your use practically every ad that is printed here. If you have not selected a store name, choose one. Then use it in your advertising until it is familiar to every person in your Vicinity. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.

Excerpt from The Principles of Advertising Arrangement The erroneous idea as to the meaning of Art and its application to industrial problems, more particularly in the advertising held, is the reason for this book. The term prettiness, frequently used as a synonym for Art, gives an entirely wrong impression. Pictures and draw ings, particularly in color, often pass for art objects when the Art in them is too slight to be detected. Art is quality not mere material. Its elements are fitness and beauty. The successful choice and arrangement of materials of any kind must take into account this art quality because human intelligence demands fitness in things. The same human being loves and requires the element of beauty in all objects with which he is associated. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.

Excerpt from The Advertising Book, 1916 One object is to give to such persons as may be interested in advertising (but who are not familiar with its inner workings in its modern forms) a clear idea of what is being done from within to make more effective this part of the present-day selling mechanism. The other, and the more important object, is to help those who are actively engaged in selling operations to acquire a working familiarity with some of the events forming current advertising history. To such persons, the records of these events may have suggestive value in connection with efforts to reduce waste in the processes of distributing merchandise. In the conclusion of Advertising as a Business Force, a simi lar compilation made for the Associated Clubs in 1912-13, I called attention to three lines in which it seemed to me advertising was making distinct progress. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.

Excerpt from The Men Who Advertise: An Account of Successful Advertisers, Together With Hints on the Method of Advertising W'e also have endeavored to set forth in our pages the superiority of ad vertising in newspapers over that of other kinds. The handbills are thrown away and the posters not read, and it is safe to say that an advertisement cost ing five dollars will reach twice as many people and be read by twice as many as the same money put in a handbill. Take the New York Tribune, charging in the thirty-six hundred dollars a page, and we take this because its rates are the highest and the size of the page the largest. It circulates about two hundred thousand copies. Place this same matter in the shape of a cir calar and distribute it, and it will be found to be much less generally read, besides costing more. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.

Excerpt from How to Write Advertisements That Sell Advertising is one of three great selling forces: The salesman speaking, the sales letter written, the advertisement printed, all aim to arouse demand for goods - all, through their various mediums, carry the one vital message that makes sales Advertising is more than proper type or strong layout, stylish dress for page or circular; more than honest statement or attention-getting use of colors, size and position; more even than judgment in the choice of efficient, economical mediums; more than business ability in eliminating dead names from mailing lists and getting big space value for the season's appropriation. A flaw in the mechanical chain of advertising often lets the entire campaign fall. But you may get perfection in all these details, and your advertising still will fail, until you find the appeal that makes men buy. This message that runs through sales talk, sales letter and sales copy is the central strand of advertising that pulls. Does it grip your prospects? Does it tell them of the inmost advantages offered in your product and sales plan? Does it talk your wants or my profits? The skillful copywriter makes his message rich with buying reasons and buying attractions - with the product's flavor and the prospect's deepest desires. He knows his goods and his trade so well that to every foreseen recoil or turn of inattention in the reader he matches the logical buying impulse, until his advertisement neutralizes and counteracts every prospect's inclination to save, to put off, to reconsider and to hesitate. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.

Excerpt from The Advertising Handbook: A Reference Work Covering the Principles and Practice of Advertising It is frequently said, by those whose advertisements are criticized that the advertisement in question had a successful record. It is undoubtedly often true that an advertisement poor in some respect is nevertheless good enough as a whole to produce a satisfactory result. But this is no argument against having the weakness corrected; the same effort, with the fault removed, might be twice as successful as it was in its original form. A stammering salesman may have a good sales-record, but it stands to reason that with his speech impediment removed, he could do much better. The material here presented represents the gleanings of some twenty years in advertising practice, business research and writing, and considerable experience as a teacher of advertising and salesmanship. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.