Advertising, Records and Systems (Paperback)

This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1919 Excerpt: ... also helpful in specifying copy where the nearness of closing date does not allow sufficient time to have a new plate made. 108. Fifteen file proofs of all advertisements are kept on hand. These are filed in separate folders, indexed and arranged alphabetically according to the name of the advertisement. All of the various sized advertisements are kept in their respective folders but are separated by tough tag board to prevent mutilation. This proof file is especially valuable in determining the advisability of repeating certain pieces of copy in mediums that have changed in page size. If a given medium in which a certain piece of copy has been used, changed in size of page or column since that piece of copy was used, a new plate would be necessary if it were deemed expedient to run the same advertisement again. Before ordering a new plate the proof file is consulted to find whether any plate on hand conforms to the present page size of the medium. 109. Each month, as checking copies of the various mediums are received, the page containing the advertisement is clipped and dated with a rubber stamp to indicate the date on which it was received. In addition to-this, notation is made in a conspicuous place of the name of the medium and the date of issue. These clippings are filed in separate folders which are indexed and arranged alphabetically according to the name of the medium. Each folder comprises a complete history of the advertisements used in the medium covered. THE ADVERTISING AGENCY AGENCY SERVICE WORK OF THE MODERN AGENCY WHAT AN ADVERTISING AGENCY IS 1. In general, the term advertising agency or agent refers to men or organizations that handle advertising campaigns of more than local scope. There are organizations that give service on local and re...