The book Advertising Methods And Mediums was written by author Russell Thomas Herbert Here you can read free online of Advertising Methods And Mediums book, rate and share your impressions in comments. If you don't know what to write, just answer the question: Why is Advertising Methods And Mediums a good or bad book?
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We cannot lay too much emphasis on the importance of the headline. On it the ad- writer must bring to bear all his powers of originality in thought and expression, striving to render it brief, striking and pointed, and mak- ing it the keynote of the whole advertisement. Among mechanical aids to strengthening the headline, it helps sometimes to follow Holofernes' practice and to "affect the letter, " for alliteration never seems to lose its effect in rousing the attention of readers. But the str...ong headline comes from a thorough grasp of the theme. Thorough study of the proposition alone will suggest the most arrestive form for introducing it to the public. To sum up, good copy is that which fits the case, which is suited to the audience, which is strong with the earnest- ness of conviction, brief as it can be made without sacri- ficing clearness, and skilfully heralded by a phrase which commands attention like a bugle-call. CHAPTER XI. RELATION OF SALESMANSHIP TO ADVERTISING. BY HUGH CHALMERS.
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