"The Business of Advertising" by Earnest Elmo Calkins, published in 1918, delves into the world of advertising and explores various aspects of the industry.
The book is divided into several sections, starting with an exploration of what advertising actually is. Calkins discusses the importance of advertising in selling products and services, and how it plays a crucial role in the success of businesses.
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| "The Business of Advertising" by Earnest Elmo Calkins |
The book then goes on to discuss the different players in the advertising industry, including sellers of space and sellers of advertising. Calkins also examines the buyers of advertising and the necessary steps for marketing a product effectively. He emphasizes the importance of understanding the target audience and creating compelling advertising campaigns that resonate with consumers.
In the later chapters, Calkins explores the advertising renaissance and the creative work that goes into developing successful advertising campaigns. He also discusses the challenges of selling products at retail and the role of advertising as a profession. The book includes appendices on censorship of copy, the total number of publications, advertising organizations, and a business library.
Overall, "The Business of Advertising" provides a comprehensive overview of the advertising industry and offers valuable insights for professionals in the field. Calkins' writing is clear and concise, making the book accessible to readers of all backgrounds. Whether you are a seasoned advertising professional or someone looking to learn more about the industry, this book is a valuable resource for understanding the business of advertising.
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