Publisher's Synopsis
Excerpt from Our Master's Voice Advertising
The advertising business is taken to mean the total appara tus of newspaper and magazine publishing in America, plus radio broadcasting, and with important qualifications the movies; plus the advertising agency structure, car card, pos ter, and direct-by-mail companies, plus the services of supply printing, lithography, engraving, etc. Which are largely de pendent upon the advertising business for their existence.
The advertising technique is taken to mean the technique of manufacturing customers by producing systematized illu sions of value or desirability in the minds of the particular public at which the technique is directed.
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