The Advertising Handbook a Reference Work Covering the Principles And Practices

Cover The Advertising Handbook a Reference Work Covering the Principles And Practices
The Advertising Handbook a Reference Work Covering the Principles And Practices
Samuel Roland Hall
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The quality and weight of stock come next. " Cover. The color scheme and design as well as color and weight of stock should be figured.
"Envelope. Knowing the size of the catalogue, the envelope size, 458 THE ADVERTISING HANDBOOK its color scheme, character of stock and kind of fastener should be considered.
"Dummy A number of paper dealers should be asked to submit actual-size dummies and prices for stock. This dummy will show how the finished catalogue will look. Start work on the cover immed
...iately, as well as a design for the editorial or title page.
FIG. 13. The Montgomery Ward catalog-page chart largely reduced.
"Weight. With the above information one can approximate the weight, and know what the postage will amount to.
"Schedule. Prepare a schedule allowing a reasonable time for the laying out of pages, making of engravings, writing of copy, type- setting, electrotyping, printing, and binding. Live up to these dates religiously to insure the book coming out.
" Terms. As many of Furst Brothers' dealers used their catalogue CATALOGS, BOOKLETS, FOLDERS, MAILING CARDS 459 when reselling to their customers, it was necessary that the catalogue contain list prices so simply devised that the retailer could tell what the goods cost him without any fussing or figuring.


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