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Typical Mail-Order Copy 125 3. Purpose and Scope 125 2. Slang 122 14. Mail-Order Advertising 129 4. Catalog Type 130 5. Colloquialisms 121 13. Word Atmosphere or Setting 123 CHAPTER shipping nuken illinois IX "GETTING THE ORDER " COPY / 1.

Establishing New Trade Connections. 166 11. "At All Good Stores" 162 6. "Sold Nowhere Else" 163 8. 164 shipping nuken illinois 9. "For Sale at Wanamaker's" 162 7. Directing the Reader Thru Display. "Take No Other Make" 166 10. "Ask Your Dealer or Write Us" Copy.161 5.

COURSE AND SERVICE shipping nuken illinois OF THE ALEXANDER HAMILTON INSTITUTE. Org/details/advertisingprincOOdebouoft. Modern Business A SERIES OF TEXTS PREPARED AS PART OF THE MODERN BUSINESS. Full text of "Advertising principles" limy Digitized by tine Internet Arciiive in 2007 witii funding from IVIicrosoft Corporation littp:cliive.

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Determining Advertising Appropriation. 16 12. Need of Careful Planning 14 11. Groundwork of the Plan 17 13. Approaching the Plan from Proper Angle. Detailed Methods Vary 14 vii iii ADVERTISING PRINCIPLES SIOTIOM PACK 10. 13 8. 14 9. Advantages buy th-pvp hungary of Correct Budgeting Method.assists Intelligent Selection 6 7. Educates the Public 6 9. A Creator of Utility 4 6. Reduces Price to Consumer 7 11. Advertising Today. Creates New Wants 7 10. Growth of Advertising. Improves Quality of Goods 5 8. ' 3 5. 3 4.

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Just as oxygen is one of the important components of air, so advertising has become one of the vital forces that sustains business. It not only breathes the breath of into business, but it develops and reg- ulates the wants, the habits and the.

Harmony 68 7. Use of the Dialog 71 12. Length of Sentences 65 4. Copy Classified as to Form.68 8. Use of the Monolog ".70 11. I Use of Argument 69 9. Use of the Incident 69 10. Emphasis 68 6. Coherence 66 5.

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Albert W. Atwood. Accounting Practice and Auditing. John T. Madden. Financial and Business Statements. Leo Greendlinger. Investment Edward D. Jones Commercial Law Walter S. Johnson ADVERTISING PRINCIPLES. HERBERT FT' e BOWER, LL. B. Vice President, Alexander Hamilton Institute MODERN BUSINESS VOLUME 6. ALEXANDER HAMILTON INSTITUTE.

80 4. Creating and Maintaining Confidence. 81 5. Confidence Thru Testimonials 82 6. Confidence Thru Prestige.82 7. Securing Action Thru Argument 84 8. /Securing Action Thru Suggestion 87 9. Suggestion by Repetition 88 10. Indirect Suggestion 88 11. Securing Action Thru "Limited Time". 88 12.

Connected Images Stimulate Interest. 46 3. Appeal to the Imagination 49 4. Use of Proper Images 52 5. Images Should Please.52 6. Appeal to Self-interest 52 7. Offer as a Means to Secure Interest. 53 8. "Playing Up" a Hobby,. 54 9. Interest Value of.

179 6. Cooperation Copy. 181 7. "Cre.

141 2. Kinds of Inquiries and Copy 141 3. ' Why Inquiries Are Solicited 14 4. Inducement to Respond. 143 5. Catalog Offer 144 6. Free Sample Offer 146 7. Booklets and Samples at Small Cost.147 8. Limiting Replies 149 9. The Idly Curious 150.

The application of the principles, or the art of advertising, is fully treated in a later Text. vi PREFACE In the preparation of this Text thanks are due to the successful users of advertising and to advertising specialists, many of whom were consulted and who.

Expert on type arrangement. Advertis- ing Agents, benjamin Sherbow, acknowledgment is also made to Elon G. For valuable assistance rendered at all stages in the preparation shipping nuken illinois of the Text. Inc., pratt Vice President of Collin-Armstrong,


Lee Galloway. Credit and the Credit Man Peter P. Salesmanship and Sales Management, walker. De Bower. Mitchell Cost Finding Dexter S. John G. Marketing Methods Ralph Starr Butler Advertising Principles Herbert F. Wahlstad. Jones. Kimball Corporation Finance William H. Accounting Principles Thomas, s. De F. A. Made in U. Only recently, reg. All tigrhts reserved, s. Marca Registrada, however, pREFACE Advertising as a means of "public utterance" has been practiced for ages. U. Including: transla- tion into Scandinavian. M. Pat. Registered trade mark.appeal to Imagination 106 12. Appeal to Reason Ill « shipping nuken illinois CONTENTS xi CHAPTER VIII WORD VALUES IN ADVERTISING SECTION _ PAGE 1. Feminine Intuition 106 11. Appeal to Instinct 104 10. Romance of the Commonplace 110 13. Reaching the Emotions 99 9.

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