Routine Of The Advertising Department

ROUTINE OF THE ADVERTISING DEPARTMENT BY THE SAME AUTHOR AND FROM THE SAME PVKLISHERS THE LAY-OUT OF ADVERTISEMENTS VI1H NOIhS ON niK MKCTIAN1CAL IKOCKSSLS l PRODUCTION Vu up-to-date maiui. il for advertising piac titumeis, students of advertising technique, and t il I interested in the composition anil construction of Press ad ei ti-enu-nts I ay-out Components Halaiu t in L. iy-oul Weiglit Mo onicnt Model nistu Advertise ment I o. - out for 1 osition l mph. isis Atmosphere - Indi idnahU - Contmuit J reparation of L. i out ilofluttion ot Advertisement i t Voik . mil 1 hotogi aph Kngi. umg I o i t iph -- doss, u ot I echtucal 1 ei ins - Lest Juest ions Ind v 210 pp 10s. J I. net dlustiated Pltl SS OPJXI luoiiKliDiit a h finite lv iiphasis on in unirr a s book is on. of th most tus rn ib and thoion h inttoduc tion A c u Iuhluih SALES THOUSAND GALLONS 4O, OOO 30. OOO 2O. OOO 10,000 000 ADVERTISING THOUSAND DOUAKS 4OOO 3000 aooo 1000 5OO 1,000 500 00 ICO 1900 1910 1920 1930 Reproduced by kind permission of Barrons the national financial weekly America CURVE OF IHE CocA-Coi A COMPANYS SALES AND ADVERTISING This chart shows a comparison of the annual syrup sales of the Coca-Cola Company of America with the companys advertising appropriations for the period 1896-1930 I he chart is a wonderful tribute to this companys merchandising polu les, and to the obvious efhutncy of its advertising It should be pointed out that the down trend of sales in 1918 was the direct result of the sugar shortage Recess ion of business in 1921-22, again, was caused by a maladjustment of trade prices The latter difficulty was overcome, and the phenomenal growth of the companys sales was continued Frontispiece ROUTINEOF THE ADVERTISING DEPARTMENT A PRACTICAL GUIDE TO MODERN METHODS OF ADVERTISING PROCEDUR FOR THE ADVERTISER, THE ADVERTISING MANAGE AND ALL INTERESTED IN ADVERTISING ORGANIZATION AND CONTROL BY REGINALD H. W. COX AUTHOR o THE LAY-OUT oh ADVERTISEMLNTS LONDON SIR ISAAC PITMAN SONS, LTD. 1933 PREFACE To those of us who pursue some other occupation by day, the writing of a book is always a refreshing exper ience. I do not refer to the months of actual preparation or to the unusudl channels of inquiry that the writer explores in checking and revising his manuscript ... for these, in great or less degree, are the daily experiences of the advertising man in every field of effort. I refer to the task of writing for a particular section of the book reading public in the knowledge that, while that public can be defined, a mental picture of the average reader so-called is an impossible conception. If he is to achieve an unrestrained expression, the writer must, however, have a picture of this iiverage reader in front of him. This book, in the main, is intended to appeal to the advertiser and particularly to the prospective advertiser. It is an attempt to cater for the advertisers interests as distinct from those of the advertising agent. My average reader is the advertising manager of a small scale or a medium-size business Space has prevented an exhaustive treatment of all phases of the departments work a book of this size could, it will be realized, be written on each of the more important ones. With the exception of the cinemato graph, the hoarding, and the novelty, all activities have been covered from a practical and, I hope, a helpful point of view. The three exceptions have been omittedbecause, in the first place, they are more usually handled by outside specialist concerns, and next because their employment has very little effect upon the routine of the advertising department itself. REGINALD H. W. COX MILROO, BIRMINGHAM ROAD, BARR, WALSALL, STAFFS October, 1932 CONTENTS PAGE PREFACE Vll CHAPTER I THE FUNCTION OF THE ADVERTISING DEPARTMENT ...