Principles and Practice of Direct Advertising

ISBN: 9781330040423 出版年：2016 页码：191 Charles Alexander Macfarlane Forgotten Books

This book is the result of an attempt to assemble, and to present in handy form for ready reference, a few of the elementary facts and principles that the average busy man having to do with the preparation of advertising will find it helpful to know, about the several forms of printed matter that come under the general head of Direct Advertising. The subject being extensive and the book brief, the treatment of each subject is necessarily suggestive rather than exhaustive. Topics that elsewhere are discussed through entire volumes, even libraries, are here considered in short chapters. There has been no opportunity for the detailed descriptions and illustrations that are to be found, by those who know where to look, in other and more thor ough advertising text-books. This limitation, however, is also an advantage, on the principle that a dictionary often meets the requirements of an investigator better than an encyclopedia: the one tells you the elementary fact in a paragraph; the other either takes the elementary fact for granted altogether, or buries it in a mass of detail whence it is only to be extracted by the expenditure of more time and patience than the result may warrant.