Excerpt from The Principles of Advertising: A Text Book
Until recently the scientific study of advertising has been confined chiefly to practitioners in the field and to those who were more or less definitely preparing for work in the profession. Now, however, the subject has been recognized as advantageous, if not essential, to any general course of training in business. Hence, a course in advertising is now a part of the curriculum of practically every university or other educational institution giving systematic instruction in business subjects.
The present volume is offered as a text-book for such courses. It is a condensed and simplified version of "Advertising, Its Principles and Practice." The original book, which is now in its second edition, has been widely accepted as the standard treatise on advertising for the practitioner and the student. The only disadvantage to its use as a text-book has been its bulkiness - the necessary accompaniment of its comprehensive and detailed treatment.
Little, if any, of the material found in the original volume could be omitted in a work to be used by the practitioner; therefore this condensed edition is not to be considered as a substitute for the original. For the use of students in the classroom, however, it has been found practicable to eliminate some of the illustrative and explanatory matter and to confine the book to a presentation of the essential principles with only such illustrations as are needed to make these principles absolutely clear. A slight rearrangement has also been made to adapt the book to the methods of the usual advertising course.
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