Commercial Advertising

1. Auflage 2015
ISBN: 978-1-138-97115-8
Verlag: Routledge

Buch, Englisch, 312 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 480 g

Reihe: Routledge Library Editions: Advertising

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.

Autoren/Hrsg.

Russell, Thomas

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Interdisziplinäres Wissenschaften Wissenschaften Interdisziplinär Wirtschafts- und Sozialwissenschaften

Inhaltsverzeichnis

Introduction 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 6.1. Mail-Order Advertising Lecture 6.2. Advertising as a Career. Appendix

Über Autor(innen)

Thomas Russell