Case, Francis H. (Francis Higbee), 1896-1962 · New York, Cincinnati, The Abingdon press · leaf 37
ADVERTISING PRINCIPLES APPLIED 35 An advertising campaign, by arrangement of words,type, and pictures, should suggest a related idea. Thetext of forty words should suggest a sermon of onehundred and fifty. A headline should start a completetrain of thought. If my appropriation allowed me topurchase…
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