First Principles of Advertising
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In our eReader you can find the full English version of the book. Read First Principles of Advertising Online - link to read the book on full screen. Our eReader also allows you to upload and read Pdf, Txt, ePub and fb2 books. In the Mini eReder on the page below you can quickly view all pages of the book - Read Book First Principles of Advertising
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It has been argued that all that can be told in any advertisement may be expressed in a few terse sentences. An adver- tisement should be like the story attributed to Abraham Lincoln. It was said that he was asked how long a man's legs should be. He replied: "Long enough to reach from his body to the ground. " An advertisement should be long enough to tell its story. No longer and no shorter. If you will imagine an advertisement as a salesman, telling a stranger about a new product, you can vis...ualize the efforts of that salesman to attract attention, to arouse interest, to present his argu- ment, and to make the sale. A few terse sentences will not suffice. If the salesman were to stand before the customer and bark epigrammatic sen- tences at him, the customer would be apt to turn on his heel and seek a more pleasing conversa- tionalist. On the other hand, if the salesman were to drift into an interminable harangue, the cus- tomer would be apt to excuse himself and go where he would be given a chance at least to think, if not to take a little part in the conversation himself.
What to read after First Principles of Advertising?
You can find similar books in the "Read Also" column, or choose other free books by Wilbur Dick Nesbit to read onlineMoreLess
To quickly assess the difficulty of the text, read a short excerpt:
It has been argued that all that can be told in any advertisement may be expressed in a few terse sentences. An adver- tisement should be like the story attributed to Abraham Lincoln. It was said that he was asked how long a man's legs should be. He replied: "Long enough to reach from his body to the ground. " An advertisement should be long enough to tell its story. No longer and no shorter. If you will imagine an advertisement as a salesman, telling a stranger about a new product, you can vis...ualize the efforts of that salesman to attract attention, to arouse interest, to present his argu- ment, and to make the sale. A few terse sentences will not suffice. If the salesman were to stand before the customer and bark epigrammatic sen- tences at him, the customer would be apt to turn on his heel and seek a more pleasing conversa- tionalist. On the other hand, if the salesman were to drift into an interminable harangue, the cus- tomer would be apt to excuse himself and go where he would be given a chance at least to think, if not to take a little part in the conversation himself.
What to read after First Principles of Advertising?
You can find similar books in the "Read Also" column, or choose other free books by Wilbur Dick Nesbit to read onlineMoreLess
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