"The Business of Advertising" by Earnest Elmo Calkins, published in 1915, is a comprehensive guide to the world of advertising. The book is divided into nine chapters, each focusing on a different aspect of the advertising industry.
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| "The Business of Advertising" by Earnest Elmo Calkins |
The first chapter, "What Is Advertising?" delves into the definition and purpose of advertising, exploring its role in promoting products and services to consumers. Calkins discusses the various forms of advertising and the importance of creating effective campaigns to reach target audiences.
In the following chapters, Calkins explores the key players in the advertising industry, including sellers of advertising space and advertising agencies. He provides insights into the process of marketing a new product, highlighting the necessary steps for a successful advertising campaign.
Calkins also discusses the advertising renaissance, a period of growth and innovation in the industry. He examines the creative work of advertising, emphasizing the importance of creating compelling and memorable advertisements.
The book also delves into the retail aspect of advertising, discussing strategies for selling products directly to consumers. Calkins explores the role of advertising as a profession, highlighting the skills and expertise required to succeed in the field.
In the appendices, Calkins provides additional resources for readers, including information on censorship of copy, the total number of publications, advertising organizations, and a recommended business library.
The Business of Advertisingoffers a detailed and insightful look into the world of advertising, providing valuable information for professionals and students in the industry. Calkins' expertise and experience shine through in this comprehensive guide, making it a must-read for anyone interested in the business of advertising.
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