This is a facsimile reprint of the very first comprehensive Handbook of advertising published in 1913 in America. Advertising became an important tool of commerce in the nineteenth century, and as many advertising agencies and associations were formed by the beginning of the following century it started to be regarded as a new mass media, and scientific and methodological studies became necessary. Soon after Truman A. DeWeese published The Principles of Practical Publicity in 1908, around sixty professionals, including DeWeese, gathered and this monumental work of advertising was published in six volumes. The books were published as practical Handbooks for the benefit of a young readership intending to enter the advertising business.
However, together with many pictures and actual samples of advertising, it provides today’s user with a very good overview of the activities of advertising in the early twentieth century, and is an ideal reference tool for scholars and students of the history of advertisement, commerce, and marketing.
Volume I: Fundamental Principles/Advertising Mediums 1. The Requirements Purpose and Power of Good Advertising 2. Preachments on Advertising 3. The Newspaper and Newspaper Advertising 4. The Magazine in National Advertising 5. Trade Journal Advertising 6. Technical Papers Volume II: Methods of Appeal / Outdoor, Street Car and Miscellaneous Advertising / Medium and Publications (continued) / Type 1. Reaching Women through Advertising 2. Advertising to Men
3. Literature in Advertising 4. The Functions of an Advertising Agency 5. The Trade Mark and Its Relation to Business 6. The Efficient Advertising Department and Its Systems 7. Outdoor Advertising and Electrical Display 8. Street Car Advertising
9. Advertising with Moving Pictures 10. Advertising in Weekly Magazines 11. Foreign Language Newspapers and Those Who Read Them 12. The Country Newspapers an Advertising Medium 13. Analysis of Circulation 14. The Use and Abuse of Type Volume III: Department Store and Retail Advertising 1. Department Store Advertising 2. Advertising a Retail Store 3. Short Talks on Advertising as Applied Particularly to the Retailer and His Problems Volume IV: Show Window Display and Specialty Advertising 1. Window Trimming and Commercial Display / Window Trimming for the Manufacturer 2. Advertising Direct by Mail 3. Special Advertising
4. What is the Value of Calendar Advertising 5. Advertising Clubs and the Value of Organization to the Advertiser Volume V: Advertising Different Lines of Business 1. Mail Order Advertising 2. Financial Advertising of Banks and Trust Companies 3. Advertising Furniture 4. Piano Advertising 5. Advertising Men's Wear 6. Advertising Boots and Shoes 7. Advertising a Drug Business 8. Advertising a National Brand of Soap 9. Advertising Stoves and Ranges 10. The Advertising of Electric Light Power Volume VI: Selling Advertising and Advertised Goods / Selling and Advertising American Goods in Foreign Countries 1. The Advertising Salesman 2. Requisites of Selling Advertising Successfully 3. The Profession of Advertising 4. Selling Trade Paper Space 5. Good Counsel for Solicitors 6. Psychological Salesmanship as Applied to the Selling of Advertising and Advertised Goods 7. Selling Advertising Service 8. The Advertising Solicitor from the Buyer's Standpoint 9. Selling Newspaper Advertising 10. Selling Advertising in Country Newspapers 11. The Salesman of Magazine Publicity 12. The Salesman of Weekly Magazine Publicity 13. The Value and Salesmanship of Classified Advertising 14. Selling Advertising in Class Publications 15. Soliciting Advertising for Technical Journals 16. Selling Advertising for Agricultural Papers 17. Soliciting Advertising for Religious Publications 18. Selling Outdoor Advertising (Electric Signs, Painted Bulletins) 19. The Selling of Street Car Advertising 20. Selling Specialty Advertising 21. Selling Advertising Art, Illustrations and Engravings 22. The Selling and Service of Printing 23. Selling Lithography 24. Advertising American Goods in Foreign Countries 25. Hotel and Resort Advertising
26. Municipal Advertising