CONTENTS

PAGE
I Telling Your Advertising Story by Motion Pictures 11
II Movie Advertising from the Viewpoint of a Fan 18
III The Dollars and Cents of Advertising by Motion Pictures 23
IV Some Film Advertising Methods for the Manufacturer 30
V Slide and Film Advertising Contrasted 33
VI Using the Film to Secure Foreign Business 41
VII Approaching the Working Classes with a Motion-picture Play 46
VIII Reaching the Public by Motion Pictures 52
IX Introducing Advertising into Motion-picture Newspapers 59
X Employing Motion Pictures to Appeal to the Children 64
XI Salesmanship Demonstrations by the Film 71
XII Equipping a Private Motion-picture Theater for Business Purposes 74
XIII Introducing Competitions in Ad. Motion Pictures 79
XIV Bringing Out the Individuality of Dry Goods by Motion Pictures 85
XV Boosting Cities and Pleasure Resorts by Motion Pictures 92
XVI Advertising Railroads by the Movies 98
XVII Getting Over the Pureness of Your Food Products by the Film 105
XVIII Selling Automobiles and Accessories by Motion Pictures 113
XIX Clinching Agricultural Machinery Sales by Motion Pictures 120
XX How Publishers Can Capture Business from the Ever-encroaching Film Producer 126
XXI Advertising Your Newspaper with a Motion Picture 131
XXII Selling Shoes by Motion Pictures 136
XXIII Film Advertising from the Photoplayer’s Viewpoint 140
XXIV Advertising Film Circulation 146
XXV Covering the Motion-picture Field by Magazines 152
XXVI Future Developments of Advertising by Motion Pictures 156
XXVII Boosting Your Trade with a Popular Player 163
XXVIII Boosting Your Business with an Advertising Motion Picture 169
XXIX Pulling Movie-slide Advertising Out of the Rut 173
XXX Maintaining the Interest in Slide Advertising 178
XXXI Individuality in Slide Advertising 183
XXXII The Personal Element in Slide Advertising 188
XXXIII Are Your Slides Truthful? 191
XXXIV Obtaining the Best Results From Slide Advertising 194
XXXV Selecting the Theater for Your Ad. Slide 199
XXXVI Handling the Anti-ad. Slide Exhibitor 203
XXXVII Having Your Movie Ad. Slides Shown to the Best Advantage 207
XXXVIII The Ideal Slide Follow-up Medium 211
XXXIX Attracting Farmers to Town 215
XL Capitalizing Popular Screen Players in Slide Advertising 217
XLI Attracting Trade with Photoplay Stars 221
XLII Taking Advantage of Errors in Photoplays 226
XLIII How the Book Dealer Can Take Advantage of the Movie Adaptation Mania 230
XLIV Selling Real Estate by the Film 233
XLV Advertising Your Department Store by Motion Pictures 238
XLVI Hitching Motion Pictures to Musical Advertising 243
XLVII Developing “Have a Garden” Movement with Photoplay Theater Help 248
XLVIII Naming Soda-fountain Concoctions After Movies 252