Excerpt from A Short Course in Advertising

This book reflects a study of the work of a thousand or more men, crystallized in my own experience in the advertising of some thirty different products, involving an annual expenditure of over a million.

The mother of this book is necessity - the necessity I felt for some simple, comprehensive text while I served as a teacher. This strongly inclined me to attempt the preparation of such a text. Later this inclination was aggravated by contact with men who spend millions on advertising: I made the attempt and now offer the result in the hope that those captains of business, as well as the novices, may care to view the inner "works" of advertising.

Certain men have definitely helped. Each chapter has been revised and corrected, by an expert who seemed best fitted in each phase.

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