9781136668746

1136668748

9780203582640

0203582640

9781136668883

1136668888

9781136668814

1136668810

9780415817950

0415817951

9781138971158

1138971154

Includes index.

"First published in 1919"--Title page verso.

The lectures forming the main part of this volume present a statement of practical principles. It illustrates, with examples described from actual practice, the theories propounded.

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 Advertising examines how this state of affairs came about, and how businesses conduct their Advertising in the modern age. First published in 1919. 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 Advertising examines how this state of affairs came about, and how businesses conduct their Advertising in the modern age. First published in 1919.

Studies in economics and political science ; no. 58

Routledge Library Editions: Advertising ; Volume 7

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. Part I : mail-order advertising ; Part II : advertising as a career.