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Henry Foster Adams
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LIST PRICE: $49.95
MEMBER/AFFILIATE PRICE: $49.95
354 pages
ITEM #: 4320005
ISBN: 1-59147-490-6
ISBN 13: 978-1-59147-490-6
PUBLICATION DATE: 1916
EDITION: Softcover
View the Table of Contents
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This book is intended for students of the psychology of advertising, though much of the material which is contained in it will undoubtedly be of benefit to those in the practical side of advertising. The behavioristic standpoint has been adhered to throughout, for the student of advertising is interested primarily in what mind does, not in what it is.
The author has endeavored to accomplish three things in the development of this work:
First, to present in simple language the basic facts and principles of psychology which are related to advertising and point out the application of the principles.
Secondly, the author has endeavored to reduce the complexity of a printed advertisement to its elements and to show with mathematical exactness the effect of the various elements. This has been done in large measure by devising experiments to test the effect of one factor in isolation, then the effect of a second, a third, etc. The book, consequently, is an endeavor to put the psychology of advertising on a quantitative basis, strictly scientific basis.
Thirdly, the results of the experiments have been compared with the results of actual advertising campaigns in which similar problems have been involved and it has been found that the relationship between the business test and the theoretical test is strikingly close.
In order to produce effective advertising, it is necessary that the advertisement lead to some action. Consequently, the author has endeavored to analyze action thoroughly, showing why so many advertisements lack effectiveness, why people do not act in response to them, and giving in some detail devices which will improve the motivational factor of an advertisement.
This title will be printed on demand by the American Psychological Association (APA) from APA’s PsycBOOKS® database and may not be an exact duplicate of the work in its original printed form. All sales final; no returns accepted.
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