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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  
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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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