Lanterna Rally

Author: A. E. Edgar

Publisher: Forgotten Books

Published: 2015-06-13

Total Pages: 522

ISBN-13: 9781330292358

Excerpt from How to Advertise a Retail Store: Including Mail Order Advertising and General Advertising, a Complete and Comprehensive Manual for Promoting Publicity The writer is convinced that no apology is necessary for presenting a new book on advertising. He has done his best to make the present volume of practical use to both the small and the large advertiser, the novice and the expert. He considers it but fair that he should acknowledge the fact that the trade and advertising papers of America have been of great assistance to him in preparing this volume. Where extracts have been reprinted from these, due credit has been given. In most cases, however, single ideas have been taken and incorporated with others, and these of course it is impossible to trace to the original source. An apology is due those advertisers whose advertisements and advertising methods have been adversely criticised. In these cases the individual has to suffer for the common good. It was found necessary to use examples to illustrate the different ideas and it was decided that actual advertisements were more valuable for this purpose than specially prepared models. The advertisements selected for this purpose were clipped from newspapers published in all parts of the United States and Canada. Some of these examples were prepared by the merchant in the country store, while others were prepared by the highest salaried advertising men in the world. The writer asks that the faults of the book be not magnified and that the book be judged as a whole rather than any part of it be selected for criticism. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.