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
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