J. Walter Thompson Co. advertises itself via messages signed "J. Walter Thompson, President" in between chapters; JWT Publications 5. Images of each page from this item are available. Chapter headings: Introduction - Chapter I - The American Public - Chapter II - The Hold on Your Trade - Message from J. Walter Thompson, President - Chapter III - The Advertising Plan - Chapter IV - Salesmanship - Message from J. Walter Thompson, President - Chapter V - Good Copy - Outdoor Advertising - Chapter VI - Funny Advertising - Message from J. Walter Thompson, President - Chapter VII - Advertising Luxuries - Message from J. Walter Thompson, President - Chapter VIII - Trademark Publicity - Message from J. Walter Thompson, President - Spanish Advertising Department - Chapter IX - Some Cardinal Principles.
