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
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