Advertising Explained (RLE Advertising)
By Dennis Caton
Routledge – 2013 – 120 pages
This work explains the various elements which go to the making of a successful advertising campaign – the planning, research and discussion – and gives some helpful information about advertising media, the creation of advertisements, about printing processes and mechanical production. It touches upon marketing and distribution and shows how these things must have a direct bearing on any well-framed advertising policy.
The work of the Advertising Agency is fully described and there is some interesting advice about overseas advertising.
Advertising Explained contains 27 illustrations, including a number of most useful diagrams and charts –invaluable for day-to-day reference.
First published in 1949.
1. Words of warning 2. Why advertise? 3. The media: the press, outdoor publicity, film advertising, radio advertising, point of sale publicity, direct mail 4. The mechanics of advertising: paper and printing, mechanical production, colour work, adaption of press advertisements 5. The advertising agency 6. The science of advertising: advertising strategy, advertising tactics 7. Overseas advertising 8. Now you know.