Productive Advertising (Classic Reprint)

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Excerpt from Productive Advertising The most difficult problem that a student of advertising has to face in attempting to gain a knowledge of the principles involved, is that kind of information which is logical in development and which leads him into a comprehensive evolutionary appreciation of the relations which exist This book has been written with the idea of giving to the beginner in advertising a logically discussed text, which includes: first the psychology of advertising, second, the typography of advertising, third, the English of advertising, fourth, the economic implications of advertising, and fifth, throughout the entire work there is insisted upon, a certain philosophical interpretation of all the principles involved, which the progressive advertiser must ever observe in connection with any creative work he might attempt to perform. Furthermore, there is an insistent demand that the student recognize the relationship between theory and practice as related to advertising. In other words, the principles as discussed with their suggested problems should reveal at least two things to the student who has faithfully carried out the foregoing outline: first, whether or not he himself possesses that quality of mind which will enable him creatively to compete in the actual formulation of advertising campaigns, or second, whether, not being creative, he is able to serve rather as an executive or as one fully appreciating the principles involved. In this latter attitude of mind he recognizes himself as one competent to work harmoniously and analytically with those who are initiatively interested in the successful selling phase of a particular business. 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.