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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 114

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 114
in SeveralStandard Mediums Key Each Sizeor Better,Each Piece List by Sizes Showing Best Profits(Net and AlsoPer Cent) Best PayingPositions)* Test-chosenPieces of Copy Cross in Various Positions inKnown Mediums Key Each Pieceof Copy List by Keys and Assemble Keys by Positions Showing Best Profits… … CHAPTER XVII Testing to Determine Your Best Copyand Mediums IN a New York mail order house a certain letter ask-ing for a renewal of business is a joke among the ad-vertising men. Written by a minor clerk years agowhen the house was young, the letter lacks form. It iscrude—almost clumsy. The head…

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