The purpose of every advertisement is to sell the thing which it advertises. Looking at the full range of the planning involved in the advertising business, Planning Advertisements first considers the initial stage, where the advertisement practitioner—advertiser relationship is paramount, before looking at the planning stages needed for all types of advertising, ranging from direct mail to hoardings. First published in 1935.

The purpose of every advertisement is to sell the thing which it advertises. Looking at the full range of the planning involved in the advertising business, Planning Advertisements first considers the initial stage, where the advertisement practitioner—advertiser relationship is paramount, before looking at the planning stages needed for all types of advertising, ranging from direct mail to hoardings. First published in 1935.

The poster as we know it dates from the Industrial Revolution, although one form of outdoor advertising has existed for many centuries. Industrialisation meant that producer became separated from consumer while production for mass consumption rapidly increased, so that a development was necessary in the methods employed in bringing to public notice the merits and very existence of many goods. Billsticking began, a business rife with skulduggery, and in the second half of the nineteenth century an enterprising billposter took the step that changed outdoor advertising forever: he rented a site. From there the industry has grown apace, and Outdoor Advertising makes sense of these changes by looking at its practical side, the contractor, the agent, the designer, and the planning side, including site selection, as well as looking at specific campaigns and how their audience have received them. This, then, is a book about outdoor advertising, its design and colourful presentation, its place in the advertising and marketing story. First published in 1953.

This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which anyone writing advertising copy should know before attempting to reach industrial markets. It highlights key points in the planning and writing of industrial advertising copy, with the aim of simplifying the work of the copy-writer. Although inevitably a product of the time in which it was published, this volume nonetheless contains many valuable tenets of advertising which remain a core part of modern advertising theory.

This work explains the various elements which go to the making of a successful advertising campaign – the planning, research and discussion – and gives some helpful information about advertising media, the creation of advertisements, about printing processes and mechanical production. It touches upon marketing and distribution and shows how these things must have a direct bearing on any well-framed advertising policy. The work of the Advertising Agency is fully described and there is some interesting advice about overseas advertising. Advertising Explained contains 27 illustrations, including a number of most useful diagrams and charts –invaluable for day-to-day reference. First published in 1949.

Advertising today is not only under sterner scrutiny by the various federal regulatory and judicial bodies but is also facing an ominous storm of public criticism because of certain abuses. One of the big questions troubling advertisers, agencies and media is whether advertising will be subject to increasingly stringent governmental controls or whether it will forestall such action by mature self-regulation. In Advertising at the Crossroads the author has attempted to face the issue squarely and realistically, and to point out several constructive measures that advertising must initiate in its self-interest. First published in 1952.

The consequences of advertising on the social life of the community has been a much-discussed topic in recent years. Advertising as a means of influencing the thought and behaviour of masses of people involves the application of such fundamental aspects of psychology as attention, motivation, memory, association, suggestion, volition, and so on. Modern advertising presents its message in a variety of forms: attracting, informing, reminding, suggesting and impelling us many times during the course of any single day. To what extent advertising influences our tastes, preferences and purchases may be gauged by the number of things we buy directly or indirectly as the result of reading advertisements. In this volume the main interest is the study of public reaction to various advertising appeals. The advertising aspect of psychology involves the study of man’s conscious and near-conscious activities. What goes on his mind when he is attracted by something he sees and reads in an advertisement or poster? This question Advertising and Psychology attempts to answer. Dealing as it does with so complex and fascinating a theme, this book’s purpose is to provide an introductory outline in a manner intelligible to both the student and the general reader. First published in 1954.