PDF Advertising

Practical

Advertising

TELEVISION SUPPLEMENT

s-

WORKBOOK

HARRY P. BRIDGE

President The Harry P. Bridge Advertising Agency

Rinehart g Company, Inc.

NEW YORK g TORONTO

PRACTICAL ADVERTISING TELEVISION SUPPLEMENT AND WORKBOOK

Practical

Advertising

TELEVISION SUPPLEMENT

WORKBOOK

HARRY P. BRIDGE

President, The Harry P. Bridge Advertising Agency

Rinehart & Company, Inc.

NEW YORK g TORONTO

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Copyright 1951 by Harry P. Bridge Printed in the United States of America

All Rights Reserved

Author's Note

ITH THE RAPID EXPANSION of television facilities and the development of

new and better TV advertising techniques, it is obvious that a text written even as recently as a few years ago is likely to be both incomplete and out of date. Hence, this supplement will enable the many schools, colleges, and universities that have adopted Practical Advertising to keep students fully abreast of the times in what, to many students, looms as the most fascinating phase of the far-flung advertising business. And certainly television is a medium that has proved outstandingly effective in promoting brand names, building prestige, and selling goods! As in the book Practical Advertising, all efforts have been directed toward equipping the student with an actual working knowledge of every phase of the subject. The author wishes to express his deep appreciation to the many individuals, advertisers, and agencies who have helped make this chapter what he sincerely trusts may be the most compre-

hensive, most genuinely helpful and up-to-the-minute general text on television advertising procedure currently available.

In addition to the television material, this supplement contains a number of teaching aids and related lesson -assignment material, most of which were suggested by instructors with whom it has been the author's privilege to discuss modern advertising training. The aim has not been to supply a great deal of this material, but rather to make an appropriate selection that can be used during a normal advertising or business administration course and which will pave the way toward complete familiarity with the typical problems confronting the average advertising worker or business executive.

In this connection, the section "A Typical Small Budget Advertising Problem" is particularly recommended for class assignment. It represents an actual case history and covers pretty much the gamut of consumer goods advertising procedure. The amounts of money dealt with are not large. For this very reason, however, they emphasize the necessity of making every advertising dollar carry its full share of the load, of giving careful consideration to every possibility, and of planning every move with extreme care. The student who can come up with reasonably correct answers on such an assignment should have little difficulty in justifying his fitness for many types of advertising work!

Much of the material in this supplement will, of course, be included in a later edition of Practical Advertising. Other suggestions tending to keep this text fully abreast of its broad field will be sincerely appreciated and carefully considered.

In conclusion, the author wishes to thank the various instructors who have asked him to appear before their classes, requests which have been filled wherever feasible. These occasions have represented pleasant interludes in the work of sweating out day-to-day problems in an advertising agency. Even more important, they have played - and will continue to play - a big part in keeping the basic Practical Advertising text - and any subsequent supplements - carefully geared to the field of instruction that it attempts to serve.

HARRY P. BRIDGE

Philadelphia, Pennsylvania August, 1951

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