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 123
able dealer campaign after making workmanlike testsof seven different styles of copy. One set of commercialliterature had scored profitable returns (3% per cent)on a very difficult sale. At once the full campaign wasput out carrying these prices of copy; but delay in mak-ing up the returns on the… … CHAPTER XIX Keeping Reference Records and Speci-men Advertisements CENTER in one responsible and efficient person thefull responsibility for accurate records and files ofyour advertising, its cost and its returns. An adroit business man who has built his success uponadvertising, charges a worse…
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