|
Section
|
Title
|
Page
|
|
I.
|
You
Must Do the Sum to Prove It .................... |
5
|
|
II.
|
To Whom are You Advertising? ....................... |
7
|
|
III.
|
The Response Chord in Advertising .................
|
9
|
|
IV.
|
"Let
There be Light" .......................................
|
12
|
|
V.
|
They Who Blindly Follow the Blind .................. |
15
|
|
VI.
|
Fortunes Wasted in Following "Will-o"-the-Wisps"
......................................................... |
18
|
|
VII.
|
Why Some Advertisers Grow Wealthy While Others Fail. .................................................. |
21
|
|
VIII.
|
Making Sure of Results from General Advertising |
24
|
|
IX.
|
How Mail Order Advertising is Tested ..............
|
27
|
|
X.
|
How to Test out General Advertising ................ |
30
|
|
|
"Judicious Advertising" Notes .........................
|
32 |
|
|
Intensive Advertising
|
|
|
|
Publishers Pay $25,000 for Intensive Advertising |
34 |
|
|
Who was John E. Kennedy - A Short Biography |
35 |
|
|
1. Intensive Advertising ................................... |
37 |
|
|
2. Salesmanship Multiplied .............................
|
39 |
|
|
3. Good Advertising is News ........................... |
41 |
|
|
4.
How Short Should an Ad Be? ...................... |
43 |
|
|
5.
To Plan and Write Strong Ads ..................... |
46 |
|
XI.
|
How
Shall We Know Good Copy? ................... |
51 |
