Industrial Advertising Copy (RLE Marketing) / Edition 1

by R. Bigelow Lockwood

Overview

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.

Product Details

ISBN-13:	9781138972636
Publisher:	Taylor & Francis
Publication date:	11/26/2015
Series:	Routledge Library Editions: Marketing
Pages:	352
Product dimensions:	6.12(w) x 9.19(h) x (d)

About the Author

Multivolume collection by leading authors in the field

Table of Contents

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. Manufacturer’s Literature 17. Teamwork with the Sales Department 18. A Few Words in Closing.