Excerpt from The Essentials of Advertising
Advertising is such a big subject and the amount of material concerning it is so abundant that it is impossible within the limits of a single volume to present more than a small part of what might be written about it. In the preparation of a text-book all the author can do is to confine his attention to a few of its many phases with the hope that the student, after he has mastered the principles set forth, will desire to continue his search for advertising knowledge elsewhere.
In the present book it has been the purpose of the writer to outline and discuss, as briefly and as clearly as possible, the fundamental principles upon which modern advertising practice is based, the preparation of copy, the special advantages of the several mediums employed, the duties of the more important positions, and such other information as will give the student a comprehensive view of the subject.
In taking up the study of advertising it is important that the beginner should get started right and the aim of this volume is to help him get such a start. When he has assimilated its contents he can then proceed through actual experience in the field and further study to build upon the foundation he has thus laid until he becomes a skilled practitioner of the art of advertising.
A discussion of the more advanced problems of advertising is purposely omitted as such problems have no place in a work of this kind. Some of the important topics taken up are only briefly touched upon for lack of space. Students who desire further information can find it in the books listed in the last chapter.
The author has been guided in the selection of material by his experience as an instructor in advertising and has endeavored to arrange the topics in such a manner that the reader is led from one subject to another in logical order, so that when he has completed the course he will have acquired a definite amount of correlated information that will be of great service to him in his future work.
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