This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which anyone writing advertising copy should know before attempting to reach industrial markets. It highlights key points in the planning and writing of industrial advertising copy, with the aim of simplifying the work of the copy-writer.
Although inevitably a product of the time in which it was published, this volume nonetheless contains many valuable tenets of advertising which remain a core part of modern advertising theory.
1. Industrial Marketing
2. Industrial Buying vs General Consumer Buying
3. Planning The Layout
4. Planning the Headline
5. Illustrating the
Industrial Advertisement
6. Finding Material for Copy
7. Writing the Copy
8.
Using Color to Best Advantage
9. The Use of the Coupon
10. Testimonial
Advertising
11. The Trade Character
12. Dramatizing the Advertisement
13.
Making Type Talk
14. Putting Life in Small Space Advertisements
15.
Advertising The Free Offer
16. Manufacturers Literature
17. Teamwork with
the Sales Department
18. A Few Words in Closing.
Multivolume collection by leading authors in the field
