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Catalogs And Folders 1
Booklets, Catalogs And Folders 1. Aim Of Booklets, Catalogs And Folders.—the Ob Ject Of Booklets, Catalogs And Folders Is To Present A Complete Description Of Advertised:goods. They Serve To Answer The Questions Suggested In The Limited Space Of The Advertisement. They Are Less Personal Than The Letter, Which Is Usually ...

Directing The Reader Copy
"directing The Reader" Copy 1.* Purpose And Scope.—copy Intended To Guide Or Direct The Consumer In His Purchasing Is Known As "directing The Reader" Copy. Many Goods From Their Very Nature Are Not Adapted To Mail Order Sell Ing. It Is Necessary To Market These Thru The Various Distributing Agencies ...

Drawings And Reproductions 1
Drawings And Reproductions 1. Value Of Illustrations.—according To An Old Japanese Proverb, "a Picture Is Worth A Thousand Words." In The Early Days Of Advertising Illustration, An Untrained Person Could Produce A Picture Which, Tho Of Slight Artistic Value, Had Attention And Interest Value Because Of Its Novelty. Today, However, ...

Fundamentals Of Advertising 1
Fundamentals Of Advertising 1. Purpose Of Advertising.—the Advantages Of Advertising Are Succinctly Put In A Statement Made By The President Of One Of The Largest Companies Of Its Kind In The United States Which Manufactures A Prod Uct Of Staple Use No Longer Protected By Any Patent: Our Gross Sales ...

Getting The Advertisement Read
Getting The Advertisement Read 1. Turning Attention Into Interest.—attention Is The First In A Series Of Mental Processes Which The Suc Cessful Advertisement Must Induce In The Reader. The Advertisement Which Attracts The Initial Attention Only And Fails To Gain Interest Has Left Work Unfinished At The Very Start. We ...

Getting The Advertisement Seen
Getting The Advertisement Seen 1. Advertising Must Attract Attention.—it Is The Purpose Of All Advertising To Create Certain Impres Sions In The Reader's Mind And To Secure A Favorable Response. Invariably,. The First. Aim Is To Bring The Advertisement To The Notice Of The Largest Possible Number Of Readers. The ...

Getting The Inquiry Copy
"getting The Inquiry" Copy 1. Purpose And Scope Of Inquiry Copy.—an Adver Tisemen,t That Seeks To Attract Attention, Arouse Inter Est, Establish Conviction And Persuade The Prospect To Buy All At Once, Has A Big Task To Perform. For This Reason Many Advertisers Prefer To Divide The Burden Between Two ...

Getting The Order Copy
"getting The Order" Copy 1. Purpose And Scope.—copy Which Is Intended To Sell Goods. Direct To The Consumer, Without The Help_ Of Any Other Marketing Agency, Is Known As "getting The Order" Copy. Not All Products Can Be Successfully Advertised By Direct Mail Order Copy. This Type Of Advertisement Is ...

Human Appeals In Advertising
Human Appeals In Advertising 1. What Are Human Appeals?—under Human Ilk Peals In Advertising We May Include Any Appeal To The Consumer Which Arouses His Interest Thru Senti Ment, Emotion Or Any One Of The Senses. For Exam Ple, The Appeals To Fear, Or To Love, Or To Taste Are ...

Layout Of Advertisements 1
Layout Of Advertisements 1. Object Of Layout.—by Means Of The Layout, The Ideas In The Mind Of The Person Preparing The Ad Vertisement Are Given A Semblance Of Form. "setting Them Down In The Rough" Shows The Comparative Worth Of His Ideas So That A Clearer Notion Of Their Probable ...

Legal Limits And Restrictions
Legal Limits And Restrictions On Advertising 1. Restrictions Of The Federal Government.—ad Vertising Is Relatively Too New A Branch Of Business To Have Become Directly Subject To Federal Control. Altho Congress Has The Power To Regulate Interstate Commerce And Has Complete Control Of The Mails And Of Trade-marks, Like The ...

Making The Advertisement Produce
Making The Advertisement Produce Action 1. Getting Decision And Action.—an Advertisement May Perform Merely The Preliminary Functions Of Se Curing Attention And Interest, Or May Do Even Less. It May Succeed Simply In Laying The Groundwork; That Is, It May Be Placed Where It Will Be Seen And Read. In ...

Making The Advertisement Understood
Making The Advertisement Understood 1. Advertisement Must Not Only Attract The Reader's Attention And Secure His Interest But, To Get Results, It Must Also Be So Clear That The Reader Will Understand Exactly What It Is All About. If The Reader Is Confused As To What The Goods Ad Vertised ...

Molding Public Opinion Copy
"molding Public Opinion" Copy 1. Purpose And Scope.—advertising Is Intended To Do Three Things—to People Do Something, Buy Something Or Think Something. Copy That Is In Tended To Make People "think Something" Is Termed "molding Public Opinion" Copy. It Is Used For Pure Publicity—to Direct Public Sentiment For Political Or ...

Preparing The Advertisement 1
Preparing The Advertisement 1. Three Parts Of The Advertisement.—the First Step In The Preparation Of An Advertisement Is To Block Out The Idea. The Heading For The Copy Is The First Consideration ; The Second Is The Body; The Third Is The Close. 2. The Will Most Surely Attract The ...

Present Day Advertising 1
Present Day Advertising 1. Economic Role Of Advertise: To Give Public Notice Of ; To Announce Publicly, Es Pecially By A Printed Notice, As, To Advertise Goods For Sale, A Lost Article, The Sailing Day Of A Vessel, A Political Meeting. When A Dictionary Of Recognized Authority Falls So Far ...

Printing Art In Advertising
Printing Art In Advertising 1. Relation Of Printing To Advertising.—except For A Small Amount Of Word-of-mouth Advertising, Printing Must Be Relied Upon To Deliver The Advertis Er's Message. Without Some Mechanical Means Of Multiplying The Written Message, Extensive Advertis Ing Would Of Course Be Impossible. In View Of The Practical ...

Slogans And Catch Phrases
Trade-marks, Slogans And Catch Phrases 1. Origin Of Trade-marks.—the Trade-mark Ap Pears To. Have Been Originally An Ownership Mark. Before Trade Was Known, The Savage Placed Some Identifying Mark Upon The Weapons He Made. In Hunting, The Arrow Identified The Game. The Own Ership Mark Identified The Arrow. Hence The ...

The Idea
The Idea Fathered A Great Commercial Organiza Tion Of 300 Railroad And Industrial Traffic Experts Banded Together To Disseminate Knowledge To In Crease Efficiency In The Handling Of Freight Transpor Tation Problems In Such A Manner As Would Make This,waste No Longer Possible. 2.—here Is An Opportunity Of A Lifetime ...

Word Values In Advertising
Word Values In Advertising 1. ,wprds Are Tools Of Advertising.—in The Mech Anism Of Advertising There Are Three Lactors: 1, The Words And Illustrations Which Are The Tools; 2, The Layout Which Is The Framework; 3, The Balanced Ar Rangement Of The Whole Advertisement, Which Includes The Illustration, The Decoration ...