Advertising and Selling Volume 23

Advertising and Selling Volume 23

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This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1913 edition. Excerpt: ...a step from which the uurden and strain have been removed. a--fig, 5. A newspaper ad that answers the quests tioni'What will O'Sullivan Heels do for me?" paint a more vivid "word picture," but the EE backbone of his advertisement may often be = worked out along the same logical principle ES of giving the reader real food for thought. EE Example No. 5 shows how O'Sullivan's EE Rubber Heels copy gets down to the root of EE things and digs up figures which answer the E question, "What will O'Sullivan's Heels do 3 for me?" In this case the reader is given tangible facts and figures for reflection. Assuming that a man weighing 150 pounds walks daily to his office, a quarter of a mile away, the total weight lifted during this walk is 33 tons; or the weight of a loaded freight car. If the technical advertiser does any one thing thoroughly it is to make a careful investigation as to the relationship of his product toward the requirements of the specialized field to which he is appealing. In this way he is able to concentrate the entire force of his arguments upon those particular angles which close study and investigation have shown to be the necessary chords to strike in order to gain the expected response. This is being done to some extent by general advertisers, yet in many cases products are being advertised without this necessary analysis of conditions which the technical advertiser finds so necessary to make. As a matter of fact, the general advertising field is divided into groups of specialized classes. Thus the housewife comes under one heading, the automobile owner under another, brother John and sister Dorothy each exist in their own little world and harbor their likes and prejudices. The general advertiser...
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Product details

  • Paperback | 744 pages
  • 189 x 246 x 38mm | 1,306g
  • United States
  • English
  • black & white illustrations
  • 1236777832
  • 9781236777836