Author: Paul Terry Cherington

Publisher: Forgotten Books

Published: 2015-06-16

Total Pages: 590

ISBN-13: 9781330006245

Excerpt from Advertising as a Business Force: A Compilation of Experience Records The purpose of this book is to provide a text for the individual instruction work for the Educational Committee of the Associated Advertising Clubs of America. Throughout the work of compilation we shall endeavor to keep strictly to this purpose. In the selection of experience records it will be our aim to make our choices primarily with this object in mind. In a choice between two articles of equal value, the availability of one or the other for individual instruction purposes will lead to its selection. If the book, in addition to being useful for this individual instruction work, serves to put before advertisers, in a somewhat new light, material with which they are already familiar, we shall be glad that its usefulness may be thus extended. Again, if the compilation of these experience records serves to preserve from disappearance, in the files of the publications in which they appeared, some extremely valuable material covering the development of advertising during the last few years, we shall be glad that its usefulness has been enhanced by that service also. The plan of the book embraces the selection of records of experience showing how advertising activities have been related to the selling results they were designed to produce. These experience records will be compiled under a few general headings corresponding with chapter divisions, and these general headings will be arranged in two main groups. The first of these groups will discuss the organization of the distribution system for handling goods sold ultimately at retail, and will discuss the advertising aspects of the successive steps in this system. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.