Principles of Advertising
Starch D. Principles of Advertising. – N. Y. : McGraw-Hill, 1923. – 276 p.
This book has been planned as a companion volume for one on problems which is now under way. The problem book will serve as the basis of class discussion and instruction in educational institutions. The present work will serve to give the broader analytical background and supply an organized body of information to which the business man may turn in considering his immediate problems. It will also provide a treatise for students of advertising.
I take pleasure in acknowledging the assistance which I have received from several persons. I wish particularly to express my appreciation to Mr. Earl С Norris, of Churchill-Hall, Inc., New York, who read the entire manuscript and made numerous useful suggestions; to Mr. Charles С Eaton, Librarian of the Harvard Graduate School of Business Administration and formerly of the Publicity Department of the General Electric Company, who read a considerable portion of the manuscript and made many helpful suggestions; and especially to my secretary, Miss Perle M. Hopson, who carefully read both the manuscript and the proof and materially improved the phraseology and clarity of the text.
I also wish to mention the valuable personal contacts which I have had with Street and Finney, Inc., Joseph Richards Co., H. K. McCann Co., Frank Seaman, Inc., Lord and Thomas, Ruthrauff and Ryan, W. B. Snow and Staff, and J. Walter Thompson Co.
Finally I desire to make acknowledgment to Printers' Ink for the numerous quotations made in the text and to Scott, Foresman & Co., who published my earlier book on Advertising in 1914, for some material which has been included in the present volume.
Harvard University, April, 1923
The full text of the book can be found at bookstores, e-bookstores and libraries.
Вернуться к содержанию Каталога книг о рекламе, PR и СМИ.