ADVERTISING,

By Albert Wesley Frey '22.NY: Ronald Press. 1947, xiii + 746, $5.00.

The writings of Mr. Frey, Professor of Marketing at Tuck School, have always been well-received on the grounds of competence, clear organization and writing, and for meeting declared objectives. (See his "Manufacturers' Product, Package and Price Policies," 1940.) The present book has already won favorable reviews from the standard "trade" magazines such as Printers' Ink and Tide.

Mr. Frey addresses this book to the typical business school student who (1) plans to enter the advertising field, or—more commonly (2) is preparing for a business executive position where decisions involving advertising problems must be made. It is a successful attempt to give such readers "an understanding and appreciation not only of the fundamental problems and principles of advertising, but also of its basic procedures and practices." There is a welcome emphasis on background problems of merchandising (chapters 2 and 3), agency organization (chapter 5), motivation (chapter 6); the difficult and controversial topics of the social aspects of advertising, which are currently so much in the news and the topic of varying kinds of criticism, and the increasingly important point of view of the customer are especially noteworthy (chapters 27-30). Between these early and final chapters the book presents the usual topics which cluster around the two basic topics of the construction of advertisements (layout, illustration, etc.) and media (newspapers, magazines, radio, etc.). Other chapters describe methods of measuring the market, research and copy testing, and details of budgeting.

Dartmouth College has many representatives in the advertising business and allied fields, and many more students than ever before are studying both the details and point of view so excellently developed in this text.