Book Description

Excerpt from First Principles of Advertising This textbook is not intended to be a volume for the practicing advertising man or woman, but is virtually the "first steps" in the profession. It is based on the actual experience of the author, and has been planned and prepared along the lines he would follow were the student a beginner in his own department. It is assumed that the student has no knowledge of advertising beyond the fact that he has seen advertisements in their various forms. It is further assumed that the chief desire of the student is to write advertisements; and as it is necessary to have some knowledge of the practice of advertising, the various chapters are given to furnish that background and foundation. Sincere appreciation is expressed and due acknowledgements made of the obligation of the author to his many friends in the profession who have made valuable suggestions. It is planned that a second volume shall go into the technical details of an advertising department, advertising agency work, and the other matters which become essential after the student has qualified in his preliminary work. 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.