Advertising and selling : principles of appeal and response /
| Main Author: | |
|---|---|
| Corporate Author: | |
| Format: | Book |
| Language: | English |
| Published: |
New York :
D. Appleton,
c1913 (1925 printing)
New York ; London : D. Appleton and Co., 1925 [©1913] New York ; London : D. Appleton and Company, 1913 New York ; London : D. Appleton and company, 1925 [c1913] New York and London, 1913 New York, London : 1913 New York, London, 1913 New York, London, [c1913] |
| Series: | Harvard pre-1920 social history/business preservation microfilm project ;
1442 |
| Subjects: |
Table of Contents:
- Measuring the strength of an appeal
- Machinery advertisements
- Soap advertisements
- Electric light advertisements
- The nervous basis of mental processes
- The analysis of task and media
- The task
- Analysis of advertising types
- Media
- The first task : catching the attention
- Causes of attention
- Results and laws of attention
- Mechanical incentives
- Intensity
- Magnitude
- Motion
- Contrast
- Isolation
- Position
- Interest incentives
- Novelty
- Color
- Cuts and illustrations
- Suggested activity
- The comic
- Feeling tone, instinct and habit
- An experimental test of the relative attention and memory value of the mechanical and interest devices
- The second task : holding the attention
- Mechanical helps
- Interest devices
- Feeling tone of form
- Lines
- Closed forms
- Principles of design
- Feeling tone of content
- Character of colors
- Color combination
- Color balance
- Feeling tone and imagination
- Strain and relaxation
- The third task : fixing the impression
- Principles of connection
- Laws of original connection
- Principles of revival
- Minor devices
- Memorability of different kinds of facts
- Trade marks
- Vicarious sacrifices in advertising
- The fourth task : provoking the response
- Direct appeals to feeling
- The nature and laws of suggestion
- The laws of suggestion
- Instincts, their nature and strength
- The relative strength of the chief instincts and interests
- Sex and class differences of interest to business men
- Sex differences
- age and class differences
- Books and articles referred to in the text or recommended for further reading