National Advertising in Newspapers

Neil H. Borden; Malcolm D. Taylor; Howard T. Hovde

Book

National Advertising in Newspapers

Neil H. Borden , Malcolm D. Taylor and Howard T. Hovde

Language: English

Published/Copyright: 1946

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Frontmatter Publicly Available Download PDF	i
FOREWORD Requires Authentication Unlicensed Licensed Download PDF	v
PREFACE Requires Authentication Unlicensed Licensed Download PDF	vii
CONTENTS Publicly Available Download PDF	ix
EXHIBITS Requires Authentication Unlicensed Licensed Download PDF	xiii
CHAPTER I. Newspapers in a Dynamic World Requires Authentication Unlicensed Licensed Download PDF	3
PART I. A STUDY OF THE MARKET FOR NATIONAL NEWSPAPER ADVERTISING
CHAPTER II. Charting Our Course in a Study of the Market Requires Authentication Unlicensed Licensed Download PDF	21
CHAPTER III. Some Statistics on the Changes in National Newspaper Advertising Requires Authentication Unlicensed Licensed Download PDF	29
CHAPTER IV. Attitudes and Media Practices of Large Companies Using Nonselected Distribution Requires Authentication Unlicensed Licensed Download PDF	67
CHAPTER V. Newspapers as a Supplementary and Special Objective Advertising Medium of Companies Using Nonselected Distribution Requires Authentication Unlicensed Licensed Download PDF	89
CHAPTER VI. Newspapers as the Basic Advertising Medium of Companies Using Nonselected Distribution Requires Authentication Unlicensed Licensed Download PDF	107
CHAPTER VII. The Use of Newspapers by Companies Using Selected Distribution Requires Authentication Unlicensed Licensed Download PDF	148
CHAPTER VIII. Other Newspaper Advertisers Requires Authentication Unlicensed Licensed Download PDF	173
CHAPTER IX. Summary of the Market for National Advertising in Newspapers Requires Authentication Unlicensed Licensed Download PDF	183
PART II. THE MARKETING OF NEWSPAPER SPACE AMONG NATIONAL ADVERTISERS
CHAPTER X. Characteristics of Newspapers Which Influence Their Marketing Requires Authentication Unlicensed Licensed Download PDF	193
CHAPTER XI. The Effectiveness of Newspapers’ Marketing of Space–a Summary View Requires Authentication Unlicensed Licensed Download PDF	203
CHAPTER XII. The Selling Procedures of Newspapers Requires Authentication Unlicensed Licensed Download PDF	225
CHAPTER XIII. Bases for Improving Sales Procedures Requires Authentication Unlicensed Licensed Download PDF	255
CHAPTER XIV. Branch Offices and Special Representative Firms Requires Authentication Unlicensed Licensed Download PDF	276
CHAPTER XV. Cooperative Selling by Groups of Newspapers Requires Authentication Unlicensed Licensed Download PDF	310
CHAPTER XVI. Newspaper Research: Studies Carried on by Newspapers Requires Authentication Unlicensed Licensed Download PDF	350
CHAPTER XVII. Newspaper Research: Appraisal of its Effectiveness Requires Authentication Unlicensed Licensed Download PDF	390
CHAPTER XVIII. The Merchandising Services of Newspapers Requires Authentication Unlicensed Licensed Download PDF	405
CHAPTER XIX. Problems of Rate Structures Requires Authentication Unlicensed Licensed Download PDF	432
SOURCE REFERENCES Requires Authentication Unlicensed Licensed Download PDF	471
INDEX Requires Authentication Unlicensed Licensed Download PDF	477

Publishing information

Pages and Images/Illustrations in book

eBook published on:

March 3, 2014

eBook ISBN:

9780674188938

Edition:

Reprint 2014

Pages and Images/Illustrations in book

Front matter:

14

Main content:

486

Illustrations:

32

https://doi.org/10.4159/harvard.9780674188938

eBook ISBN: 9780674188938

Keywords for this book

Advertising.; American newspapers.

Audience(s) for this book

Professional and scholarly;

National Advertising in Newspapers

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