Industrial Advertising Copy (RLE Marketing)
Author:   R. Bigelow Lockwood
Publisher:   Taylor & Francis Ltd
ISBN:  

9781138791060


Pages:   348
Publication Date:   22 August 2014
Format:   Hardback
Availability:   In Print   Availability explained
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Industrial Advertising Copy (RLE Marketing)


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Overview

This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which anyone writing advertising copy should know before attempting to reach industrial markets. It highlights key points in the planning and writing of industrial advertising copy, with the aim of simplifying the work of the copy-writer. Although inevitably a product of the time in which it was published, this volume nonetheless contains many valuable tenets of advertising which remain a core part of modern advertising theory.

Full Product Details

Author:   R. Bigelow Lockwood
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Dimensions:   Width: 15.60cm , Height: 2.80cm , Length: 23.40cm
Weight:   0.566kg
ISBN:  

9781138791060


ISBN 10:   1138791067
Pages:   348
Publication Date:   22 August 2014
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

1. Industrial Marketing 2. Industrial Buying vs General Consumer Buying 3. Planning The Layout 4. Planning the Headline 5. Illustrating the Industrial Advertisement 6. Finding Material for Copy 7. Writing the Copy 8. Using Color to Best Advantage 9. The Use of the Coupon 10. Testimonial Advertising 11. The Trade Character 12. Dramatizing the Advertisement 13. Making Type Talk 14. Putting Life in Small Space Advertisements 15. Advertising The Free Offer 16. Manufacturer’s Literature 17. Teamwork with the Sales Department 18. A Few Words in Closing.

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