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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 29

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 29
ise-keeping. Let youradvertising strongly reflect this spirit. The national advertiser of a single line is far fromhis prospect and must be more clever in finding ton-tact—in choosing the best appeals to advertise. If you had your average prospect across the counterfrom you, and he twitted you upon… … CHAPTER IV Making Copy Sell Store Products STORES, mail order concerns and the departmentshopping center all depend for existence upon keep-ing up with the publics taste. If you keep store youcan hardly give large advertising space to developingthe qualities, new uses or premium inducements of…

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