Advertising : Its Principles and Practice. First printing/edition


TIPPER, Harry, Harry L. HOLLINGSWORTH, George Burton HOTCHKISS, and Frank A. PARSONS. Advertising : Its Principles and Practice. New York City : The Ronald Press Co., 1915. First Printing/Edition. Pp (8),v-xi,(3),3-575,(1). Illustrated. Index. 8vo, dark blue cloth, gilt lettering to spine. Contents : Part I — The Economic Factors in Advertising. I. What Is Advertising? II.The Way in Which Advertising Is Used. III. The Factors Which Determine the Kind and Extent of Advertising. Part II — The Psychological Factors in Adv ertising. IV. The Psycho-Economic Role of Advertising. V. The Original Needs of Human Beings. VI. The Chief Human Instincts, Needs and Emotions. VII. Analysis of the Commodity. VIII. Establishing Associations. IX. Making Associations Dynamic. X. Securing Vividness of Impression. XI. Securing Permanence of Impression/ XII. The Psychology of Trade-Marks and Trade-Names. XIII. How the Advertiser Can Utilize the Psychological Laboratory. Part III — Advertising Copy. XIV. The Distinctive Nature and Purpose of Advertising Copy. XV. Structural Principles of Advertising Copy. XVI. Reason-Why Copy. XVII. Human-Interest Copy. XVIII. Smaller Units of Advertising Copy. XIX. Copyas Affected by Medium. XX. Copy as Affected by Audience. XXI. Copy as Affe cted by Display. Part IV — Advertising Display. XXII. The Functions and Elements of Display. XXIII. The Principles of Form. XXIV . Color. XXV. Illustration. XXVI. Ornament. XXVII. Type. XXVIII. The Final Test of Advertising Display - Unity. Part V — The Physical Factors in Advertising. XXIX. Advertising Manager — Agent — Publisher. XXX. Periodical Media — Rates, Circulation, Policies, Etc. XXXI. The Field of the Newspaper, Service, Local Prestige, Etc. XXXII. Magazines, Technical and Trade Journals. XXXIII. Outdoor and Other Forms of Advertising. XXXIV. Manufacturers' Aids to Dealers. Part VI - Planning the Campaign. XXXV. Determining What to Spend. XXXVI. Writing the Copy and Considering the Returns. ADDITIONAL SHIPPING CHARGES WILL BE REQUIRED FOR ORDERS OUTSIDE CANADA DUE TO ITS WEIGHT. Some wear to edges, a couple of nicks to fore-edge, else very good. 150.00

Title: Advertising : Its Principles and Practice. First printing/edition

Author Name: TIPPER, Harry HOLLINGSWORTH, hARRY l. HOTCHKISS, George Burton PARSONS, Frank Alvah

Categories: 888,

Publisher: 1915,:

Seller ID: 101210

Keywords: ADVERTISING PRINCIPLES PRACTICE UNITED STATES,