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Standard advertising course for printers

Standard advertising course for printers

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This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1919 Excerpt: ...to find those goods near the point where he saw the advertisement. This is the intensive side of outdoor advertising, concentration of appeal at the point where it will exert its greatest force in causing an active buying interest. But there is the other side--the publicity element. This is best shown by the large displays seen from a train window. The three cows of the Horlick Malted Milk Company, for example; advertisements for food products, chewing gum, tobacco and a host of articles whose manufacturers depend on great volume of sales for their profits--and who must arouse interest not among individual or classes, but among all the public. Hence, outdoor "publicity" advertising. The outdoor medium is usually interpreted as meaning posters and painted bulletins, and this medium has developed so broadly in recent years that poster and paint panels may be found in practically every city and town of 3,000 or more in the United States and Canada. Investigation has shown, in this connection, that outdoor advertising panels are not found generally profitable in towns of less than 1,500 population. That is, national advertisers find the cost of the display out of proportion to the possible results from so few residents. STANDARD BOARD SIZES It is obvious that display panels (or "boards") for outdoor advertising, depend on three factors for their size: 1. Distance or height from the point of observation. 2. Character of traffic (foot, train or automobile) which it is desired to reach. 3. Desire of the advertiser to make his message dominate the reader's mind. Hence, display boards along a railroad right-of-way may be 100 feet long, painted with letters three feet high; or, at the turn of an automobile highway a board may be approximately 22 f...