Editor: Kurt Weidemann
Publisher: Frederick A. Praeger, New York
Publication: 1966, First Edition
Binding: Hardcover, section sewn
Pages: 154
Size: 225 x 285-
Text: English, French, German
(Introduction) 'There are as many ways of defining the intention of a book about advertisements and of making appropriate selections as there are methods of judging the value and effect of an individual advertisement. In the present volume, our criterion of selection has been the quality of design, but not because this alone is significant. Good copy, convincing arguments, and proper distribution can more decisively determine the usefulness of an advertisement. But it is easier to reach agreement on the quality of design than on other criteria. The extent to which the information about the product is convincing, the "unique selling proposition" (the sales argument characterising the exceptional qualities of the product), the choice of media, the timing of publication, the knowledge of the market, of the competition and its sales methods, the price and appearance of the advertised product, the reputation of the manufacturer, and many other factors affect the value and effectiveness of an advertisement. However it is almost impossible to take all these elements into account when making a selection for illustration...'
Condition: Good. Former library title with usual stamps, labels and inscriptions. Shelf ware consistent with age. Rubbing, fading, marking to cover/edges. Please note that some product listings use stock imagery, so the item received may not be the item shown.
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