ADVERTISING: SELLING THE CONSUMER. by Mahin, John Lee. Inscribed - 1919

N.P.: Doubleday, Page / Associated Advertising Clubs of the World, 1919. 298 pp, 8vo (8" H) - maroon cloth with gold lettering on spine and front board. Inscribed on front free endpaper: "To G.W.E. Atkins with every good wish John Lee Mahin". (G.W.E. Atkins was Vice President of Western Union Telegraph Company.) Chapter headings: Advertising Can Only Appeal to Free Dollars; How Markets Benefit Both Consumer and Producer; Salesmanship is Service; How the Salesman Becomes a Producer; Advertising is Selling the Group; What the Manufacturer Owes the Consumer; What the Consumer Owes the Manufacturer; The Tools of Advertising; Advertising Mediums; Advertising Mediums (Continued); Building and Testing an Advertisement; Application of the Five Tests; Advertising and Selling Through the Ordinary Channels of Trade; How the Middleman Serves the Consumer; Retail Advertising - Preparation; Retail Advertising - Methods and Mediums; Retail Advertising - Making Good; Price Maintenance; Cooperation Between Salesmen and Advertising - Saleman, the Closer - Advertising, the Missionary; Advertising Opportunities; The Advertising Manager; The Advertising Solicitor; Mail-Order Advertising; National Advertising and Exclusive Dealers; Trademarks; Prestige-building Advertising; Can the Commercial Value of Good-will be Accurately Appraised?; The Advertising Agency; How Much More Can be Given the Consumer? Light foxing marks on end papers, one page with small corner crease, book lightly cracked at four places, 2" fore-edge crease/bump from approx. page 72 to 102, slight browning to pages, browning to edges of text block, one tiny corner bump, fading to spine color, scattered loss of color on rear board and bottom of front board, wrinkling at top/bottom of spine. . Inscribed By Author. Hard Cover. Good-/No Jacket.