The Business of Advertising (Classic Reprint)

FOREWORD
TIn: fir:sL c(litiotl of (I ~Iodcl'l A(h'crli~jllg" was publislJcd
tell years ago. At the time it wus writtCH it represcutc(
l tile best practice in ad 'ertisiug as fa r as that
pntCticc then could be compressed into a siugle vollllnc .
. A new edition i::; made ncccssHry by gl'eat. changes in
praetice, if nol in theory_ 'rhe first book wa~ trJe as
far as it went, but it did llot go far enollgh to give a
COlT('ct pie[ ure of ud ·cJ,t.i~ing a~ it is applied to-llny.
'rhe original book bceom(~s by the l'apid incrcase of
kllO\'l(~dge aLoul advertising' a mOl'c elementary Look
than was intended.
III rcyising c, ;Joucrn AdYc)·t.isillg" to mal~c it an aC4
crptaule fcxtbooh: it hii~ been llCCeS;'lfll'Y to rewrite it.
This rewrit.ing doc::; not. Cltallge the ua~ic iJca. Goods
m'e still so1d to the public hy uwans of the printed wont
and the graphie pict.ure in newspapers, in maga.7.il1~s,
on billboards aud on street-car cards, Booldets, fo

Table of Contents

TABLE OF CONTENTS OIAM'ER; I W"lIA'r Is ATwRn'rlsn-m?; IT Sl