Geo. M. Cohan's Grand Opera House, Cohan & Harris, managers, Harry J. Ridings, business manager. Cohan & Harris are sure "It Pays To Advertise" a farcical fact in three acts by Roi Cooper Megrue, author of "Under Cover" and Walter Hackettt, staged by Sam Forrest.

The American Theatre series discusses every Broadway production chronologically--show by show and season by season. It offers plot summaries, production details, names of leading actors and actresses--the roles they played, as well as any special or unusual aspects of individual shows. This second volume in the series, covers what is probably the richest period in American theater, the years 1914 through 1930. Bordman includes most of Eugene O'Neill's work, along with playwrights as diverse as Elmer Rice and George Kaufman. Among the era's stars one finds John and Ethel Barrymore, Helen Hayes, Katherine Cornell, and Lynn Fontaine and Alfred Lunt. Considering the sheer number of productions, American theater climbed to its all-time high in the 1920s; by mid-decade, nearly 300 new plays appeared on Broadway each year. America saw more theatrical activity--in every sense of the word-- than any time before or since.

This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1915 edition. Excerpt: ...word of mouth advertising." " Granted--but what's the point? " asked Rodney. " You read the Saturday Evening Post, don't you? " demanded Peale. " Sure. Philadelphia's biggest export," said Rodney. " Exactly. Well, the Ladies' Home Journal and the Post are run by the same publishers. Journal twice a month and Post once a week. Their receipts from advertising in I9I3 were one million dollars a month--and do you know what they charge for space? The back page in the Journal costs for one insertion ten thousand dollars, for the Post seven thousand, and as the Post comes out weekly that means twenty-eight thousand a month. Of course, if you want a measly inside page, that's just a trifle of forty-five hundred." " It's too amazing," came from Mary upon this information, and from Rodney the mystified query: " And they really get those prices? " " My boy," said Peale, "the back page in the Journal is taken for the next two years. People are fighting now to get in the 1916 Christmas issue. That's how far ahead they lay out their campaigns, and that's another funny thing about advertising. You'd think once a trademark was established it would last, but not a bit. You've got to keep plugging. Remember Spotless Town?" " Sure--Sapolio, wasn't it? " asked Rodney. " I knew the girl who wrote the ads," said Mary. " Well," said Peale, " after a while they quit on it, and then Sapolio's sales went way down; but now I hear they're going to revive Spotless Town this year and try to come back. But it would have been so much better if...

This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms’ advertising strategies are informative, persuasive or add value to the product advertised. The book explains in detail empirical methodologies used to identify the impact of advertising on consumer demand and on market structure and reviews some recent empirical findings. It concludes with an in-depth exploration of digital advertising and auctions along with a framework for current antitrust investigations into two-sided platforms (Google, Facebook) that are funded by advertising revenues.