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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 23

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 23
t appeals can be made;under each heading so marked list the actual desiresyour product touches, then go over your list and choosefrom all the three or four strongest specific motivesupon which to base your advertisement. By the use of the Advertising Chart, and throughpractice in analyzing the… … CHAPTER III Advertising to Sell a Single Line orProduct WITH the general store advertiser, the problem isto build a profit-making trade on recurring de-mand for many lines, regardless of whether a singleproduct fails. He meets glutted demand with newproducts that develop new wants. But the…

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