This book explains how advertising works with groups and markets to shape product demand. It shows how advertising is more than promotion—it's a form of salesmanship that serves the buyer and coordinates producers, retailers, and campaigns across channels. The text outlines practical ideas for building effective advertising, testing messages, and aligning store strategy with national and local efforts.

The discussion covers:

How advertising creates buying groups, speeds production, and lowers selling costs
The role of the retailer and the importance of planful, customer-centered merchandising
How to evaluate media, craft clear copy, and judge ad effectiveness with practical tests
The perception of value, prestige, and price strategies in advertising and selling
What a modern ad program means for local stores, chain retailers, mail-order houses, and national campaigns
How to build durable goodwill, manage costs, and coordinate sales efforts with advertising

Ideal for readers of marketing history, retail advertising, and practitioners seeking a practical framework for advertising that supports both customers and businesses.

"About this title" may belong to another edition of this title.

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