How to write advertisements that sell; how to plan every step in your campaign--using sales points, schemes and inducements--how to write and lay out copy--choosing prospect lists and mediums--tests and records that increase returns; how 146 shrewd advertisers plan and place their copy
A 1912 business manual from the A.W. Shaw Company of Chicago and New York, compiling the practices of 146 advertisers for copywriters and campaign planners. Its small halftone vignettes show men writing at desks, reading by oil lamp, and addressing seated listeners beside a wall map, reduced to coarse dot screens and heavy black silhouettes usable as spot illustrations.
