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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 120

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 120
d booklets, sample packages and thelike. Where your product represents a large expenditure,as in the automobile field, sales should be checked backto the decisive copy, mediums and follow-up. Even inthe case of smaller articles keen advertisers often go togreat lengths in correspondence and… … CHAPTER XVIII Making the Campaign Measure Up to Test THAT advertising* test is most instructive which hasmost closely followed every condition you will meetin your actual campaign. A mail order house which sells Panama hats becameconverted to the idea of testing advertisements. Copyhaving been…

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