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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 (1912)

A.W. Shaw Company, John W. Hartman Center for Sales, Advertising & Marketing History. NcD · Chicago, New York [etc.] A.W. Shaw company · leaf 103

An illustration from 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, 1912, leaf 103
e, size, position, clos-ing dates, etc?The sponsors for any medium are sure to have factswhich will help answer these questions. One prominentadvertising manager has each medium submit an ex-amination sheet of test questions and replies coveringthe ground thoroughly. The above examination of… … CHAPTER XVHow Much to Spend for Advertising WHEN the expense estimate fop the year is madeup, advertising expense should not be leftamong the items to be determined by luck, sellinghypnotism and the main chance. Experience andstudy should fix some standard of advertising expense,space sizes and…

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