ABSTRACT

Routledge Library Editions: Advertising brings together as one set, or individual volumes, a series of previously out-of-print classics from a variety of academic imprints. With titles as varied as Advertising and Psychology, Advertising in the 21st Century, Outdoor Advertising and The Economics of Advertising, this set provides in one place a wealth of important reference sources from a wide range of authors expert in the field.

chapter Chapter 1

Introduction

chapter Chapter II

Media

chapter Chapter III

Advertising Research

chapter Chapter IV

The Mind

chapter Chapter V

Attention

chapter Chapter VII

Apperception and Interest

chapter Chapter VIII

Psychology of the Layout

chapter Chapter 9

Imagination

chapter Chapter X

Motivation

chapter Chapter XI

Habit

chapter Chapter XII

Feeling and Emotion

chapter Chapter XIII

Intelligence

chapter Chapter XIV

Sympathy and Suggestion

chapter Chapter XV

Various Advertising Appeals

chapter Chapter XVI

Remembering

chapter Chapter XVII

Association

chapter Chapter XVIII

Volition

chapter Chapter XIX

Conclusion

volume

Advertising at the Crossroads

volume

Advertising Explained

chapter

Words of Warning

chapter

Why Advertise?

chapter

The Media

The Press

chapter

The Mechanics of Advertising

Paper and Printing

volume

Advertising Today and Tomorrow

part

Part I

chapter Chapter 1

Advertising Yesterday

chapter Chapter 2

Advertising Today

chapter Chapter 3

The Search for Protection

part

Part II

chapter Chapter 4

Agency Anomalies

chapter Chapter 5

Ivory Towers

part

Part III

chapter Chapter 6

The Winds of Change

chapter Chapter 7

Advertising Man

chapter Chapter 8

Advertising Tomorrow

volume

Advertising

chapter 1

Introduction

chapter 2

Wants

chapter 3

Information

chapter 4

Persuasion

chapter 5

Competition

chapter 6

Morals

chapter 7

Appropriation

chapter 8

Budgets

chapter 9

Agency

chapter 10

Technique

volume

Outdoor Advertising

part

Part I

part

Part II

part

Part 3

chapter Chapter IX

Further Developments

volume

Planning Advertisements

chapter Chapter I

Planning Advertisements

Planning an Approach to Advertisements

chapter Chapter IV

Planning the Advertiser's Message

Planning an Approach to Advertisements

chapter Chapter VI

Planning Advertisement Design

chapter Chapter VII

Planning a form Letter

chapter Chapter VIII

Using the Hoardings

chapter Chapter IX

Planning a Poster

volume

The Business of Advertising

chapter Chapter I

The Business of Advertising

The Business of Advertising and its Utility

chapter Chapter II

The History of Advertising

chapter Chapter III

The Business of Mural Advertising

chapter Chapter IX

Restrictions on Advertising

chapter Chapter X

The Problem of Control

volume

The Economic Implications of Advertising

chapter

Introduction

chapter 1

Definition

chapter 2

Advantages

chapter 3

Disadvantages

chapter 4

Expenditures

chapter 5

Comparison

chapter 6

Stability

chapter 7

Productivity

chapter 8

Quality

chapter 9

Innovation

chapter 10

Investment

chapter 11

Consumer

chapter 12

Costs

chapter 13

Payment

chapter 14

Inflation

chapter 15

Competition

chapter 16

Tax

chapter 17

Findings

chapter 18

Implications