Advertising A New Approach (RLE Advertising)

10

Technique

 

THIS book has been concerned with the more fundamental ideas involved in advertising. Descriptions of what takes place in the day-to-day working of the advertising business have only been introduced in order to illustrate the ideas. Such illustrations have played a larger part in later than earlier chapters, since we have been working from general ideas to particular. There comes a point where this procedure must be broken off. It is the point where the details of everyday practice so crowd in that the study of advertising becomes a predominantly technical matter, and the general ideas which act as guiding lines spread out into a thousand particulars and qualifications. This is the point which we have now reached, where the general ...