Commercial Advertising [Paperback]

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 Advertisingexamines how this state of affairs came about, and how businesses conduct their Advertising in the modern age.

First published in 1919.

Introduction.  Lecture  1. The Economic Justification of Advertising  Lecture 2. Advertising  Its Functions and Policy  Lecture 3. Copy-Writing and the Practical Psychology of Advertising  Lecture 4. The Hall-Mark of Commerce: Trade-Marks and Retail Advertising  Lecture 5. The Three Main Modes of Advertising  Lecture 6.1. Mail-Order Advertising  6.2. Advertising as a Career.  Appendix.