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Library of Advertising Volume 5

Library of Advertising Volume 5


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About the Book

This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1911 Excerpt: ...the advertising statements--and, furthermore, that he is willing to regard the money spent for space and copy and cuts as an investment to give a creditable reputation to his pianos and to standardize their values, as well as to produce a demand for them. For the purposes of this discussion we may classify the manufacturer's advertising as follows: 1. Advertising to the public. 2. Advertising to the dealer. Let us now take up in detail the media and the methods with which he is logically concerned. Advertising to the Public The manufacturer who is in a position to command a national distribution for his products can, as we have seen, use the magazines to special advantage--and by magazines is meant not only the monthlies, but the great national weeklies, and the agricultural journals. But there are other media which, while perhaps individually local or semi-local in their advertising application, can be used in campaigns either wholly national or ITAXO ADVERTISING 179 covering such an extent of territory that they can properly be designated as national. These are the "magazine sections" of certain great Sunday newspapers, and street cars, which serve not only for city but for extensive interurban traffic. To the manufacturer who has not the producing capacity nor the organization to operate on a wide national scale, but who is working toward that end, or who has his dealer connections concentrated in certain sections, these media, used with the co-operation of his retailers, present a means for getting publicity where his goods are available to readers. To such a manufacturer a campaign in the general magazines might show too large a percentage of waste circulation. But he can purchase space in the "magazine sections" of the papers cover...


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Product Details
  • ISBN-13: 9781130764062
  • Publisher: Rarebooksclub.com
  • Publisher Imprint: Rarebooksclub.com
  • Height: 246 mm
  • No of Pages: 78
  • Spine Width: 4 mm
  • Width: 189 mm
  • ISBN-10: 1130764060
  • Publisher Date: 01 Mar 2012
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Weight: 154 gr


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