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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 83

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 83
s of easy response can oftenbe hinged upon local circumstances. During a con-tagious epidemic, a clever dealer put at the bottom ofhis advertisement: Dont come down-town to buy—it is not wise.Phone Elmwood 379, 380 or 381 and say Rush deliveryby motorcycle.9 A skilful store buyer will take your… … CHAPTER XIIBlocking Out Your Advertisement COPY—mental appeal to buying motives—is thevital thing in an advertisement. Layout, form,style of type and printing are merely the tools or ve-hicles of expression. The question of layout should notbe neglected until the copy is complete. The form…

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