Productive AdvertisingJ.B. Lippincott, 1915 - 358 pages |
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Common terms and phrases
Addressograph adver advertiser's advertising campaign agency analysis appeal aroused article or proposition artist attention value become Ben Day Big Ben booklet catalogs cent Chapter Cheltenham Company competition connection consider copy cost creating a vogue creation demand desire display effect efficiency electrotype emphasized engraving experience eye movement fact factors feeling focal point force gelatine habit half-tone human idea illustration impression individual instance instinct involved Ivory Soap jobber kind letter line screen machine magazines mail order manufacturer means ment method mind nature necessary newspapers paper particular photographs piano plate player piano possible present printed profit purchase question reader reason regard salesman selling sense Sheldon School soap space street car advertising style suggested tendency tends things thought thru tion tisement tising trade trade-mark vertising vignette finish WALTER DILL SCOTT Waterman pen Wooltex words zinc etching
Popular passages
Page 137 - Be not too tame neither, but let your own discretion be your tutor: suit the action to the word, the word to the action; with this special observance, that you o'erstep not the modesty of nature...
Page 306 - A reader or listener has at each moment but a limited amount of mental power available. To recognize and interpret the symbols presented to him requires part of this power : to arrange and combine the images suggested requires a further part ; and only that part which remains can be used for the realization of the thought conveyed.
Page 135 - This size is usually the smallest a / THOUGH several differing opinions exist as to /the individual by wrfbm the art of printing was first discovered; yet all authorities concur in...
Page 160 - Unfair competition is distinguishable from the infringement of a trade-mark in this: That it does not necessarily involve the question of the exclusive right of another to the use of the name, symbol, or device. A word may be purely generic or descriptive, and so not capable of becoming an arbitrary trade-mark, and yet there may be an unfair use of such word or symbol which will constitute unfair competition.
Page 52 - So far the worthy Schneider, to whose words may be added this remark, that the passionate devotion of a mother — ill herself, perhaps — to a sick or dying child, is perhaps the most simply beautiful moral spectacle that human life affords. Contemning every danger, triumphing over every difficulty, outlasting all fatigue, woman's love is here invincibly superior to anything that man can show.
Page 103 - ... first to the top or to the middle or to the bottom of the page? Are his eyes turned more to the right or more to the left of the page? These questions have been the subject of frequent discussion, but they never have been subjected to sufficiently extensive investigation. The third principle is that the attention value of an object depends upon the contrast it forms to the object presented with it, preceding or following it.
Page 294 - ... women, savings banks, insurance companies and other institutions owning bonds and notes. Stockholders— $30,000,000 70,000 stockholders, about half of whom are women, receive $30,000,000. (These payments to stockholders and bondholders who have put their savings into the telephone business represent 6.05% on the investment.) Surplus— $ 1 2,000,000 This is invested in telephone plant and equipment, to furnish and keep telephone service always up to the Bell standard. AMERICAN TELEPHONE AND...
Page 339 - ... salesman's effort is the endeavor to accumulate a large private opinion upon the matter. — Tipper. 10. Publicity is magnified advertising. . . . Advertising has related itself more specifically to the direction of individual human habits. In contrast with advertising, . . . publicity ... Involves all the processes of advertising, the principles of which, however, operate on a higher plane and in a larger way. Thus advertising per se makes itself felt in the creation of a vogue for a particular...
Page 163 - Vienna 'in that connection no deception is practiced, because the place of its manufacture is given, and it is known that bread cannot be imported from abroad for use here. The plaintiff has the same right to do that, as the makers of shirt collars had to call their article 'Bismark collars.' Messeroh v. Tynberg, 4 Abb. (NS) 410. I presume that a baker in Paris or Vienna could manufacture bread there and introduce it under the name of 'New York bread...
Page 290 - He lives down on the river road, in the shabby, weather-beaten house on the left. You can't miss it." Shabby and weather-beaten! A striking landmark, no doubt. The porter at the railroad station didn't mean to give the place a black eye, but that is what he did. Too bad the owner hadn't used Dutch Boy White Lead mixed with Dutch Boy linseed oil and tinting colors. Then the directions might have been, "That fine looking house on the left.