Creative research bulletins : factors affecting the performance of advertisements /
"The bulletins are an attempt to consolidate generalizations from many researchers based upon readership studies of thousands of advertisements. Analyses of the data have yielded material which is offered as a guide on the relative merits of various techniques and approaches ... Each bulletin w...
| Corporate Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
[Chicago, Illinois] :
Leo Burnett Company,
[1962]
©1962 |
| Subjects: |
| LEADER | 04245nam a2200433 i 4500 | ||
|---|---|---|---|
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| 005 | 20240728000000.0 | ||
| 008 | 221104s1962 ilu 000 0 eng d | ||
| 035 | |a (NcD)010648619DUK01 | ||
| 035 | |a 1350279718 | ||
| 040 | |a NDD |b eng |e rda |c NDD | ||
| 043 | |a n-us--- |a n-us-il | ||
| 090 | |a HF5814 |b .C74 1962 | ||
| 245 | 0 | 0 | |a Creative research bulletins : |b factors affecting the performance of advertisements / |c prepared by Research Department, Leo Burnett Company, Inc |
| 264 | 1 | |a [Chicago, Illinois] : |b Leo Burnett Company, |c [1962] | |
| 264 | 1 | |c ©1962 | |
| 300 | |a 1 volume (various pagings) : |b illustrations (some color) ; |c 28 cm | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a unmediated |b n |2 rdamedia | ||
| 338 | |a volume |b nc |2 rdacarrier | ||
| 500 | |a A volume of 24 individually numbered Creative Research Bulletins, dated July, 1960 to November 15, 1961, each with separate pagings, with a collective title page and table of contents | ||
| 500 | |a Color illustrations mounted | ||
| 500 | |a Place of publication inferred from location of headquarters of Leo Burnett Company | ||
| 505 | 0 | |a 1. Introduction ; Appendix: methods and terms -- 2. The importance of 'attention value' -- 3. Effects of size: page ads and larger --4. Effects of size: half-pages and junior units -- 5. The effects of color -- 6. Color values -- 7. Black & white ads -- 8. Bleed vs. non-bleed -- 9. Principles of layout: basic formats -- 10. The principle of simplicity -- 11. Poster-type ads -- 12. Layouts for standard ads -- 13. Arrangement of layouts -- 14. The illustration: formal aspects -- 15. The illustration: internal aspects -- 16. The content of the illustration: part I (Introduction) -- 17. The content of the illustration: part II (interest value) -- 18. The content of the illustration: part III (aiming at market targets) -- 19. The content of the illustration: part IV (how and when to feature the product) -- 20. The content of the illustration: part V (other ways to add picture interest) -- 21. Those little incidental pictures -- 22. The headline: formal aspects: part I (introduction) -- 23.The headline: formal aspects: part II (factors affecting visibility) -- 24. The headline: formal aspects: part III (factors affecting readability) | |
| 520 | |a "The bulletins are an attempt to consolidate generalizations from many researchers based upon readership studies of thousands of advertisements. Analyses of the data have yielded material which is offered as a guide on the relative merits of various techniques and approaches ... Each bulletin will deal with one major element of advertising effectiveness. Whenever possible we will illustrate the discussion with examples of recent ads from major publications ... The first series of bulletins will cover the factors involved in the "effectiveness" of ads in print advertising in consumer magazines. They will discuss factors which affect readership of ads, including layout and design aspects and elements of content."--Unnumbered page 3 at front | ||
| 541 | |c Purchase; |a Rubenstein Library copy 1: Johnnycake Books; |d 202209 |5 NcD | ||
| 650 | 0 | |a Advertising agencies |z Illinois |z Chicago |x History |y 20th century | |
| 650 | 0 | |a Advertising |v Handbooks, manuals, etc | |
| 650 | 0 | |a Advertising |x Research |z United States |x History |y 20th century | |
| 650 | 0 | |a Advertising, Magazine |z United States |x History |y 20th century | |
| 650 | 0 | |a Color in advertising |x History |y 20th century | |
| 650 | 0 | |a Commercial art |z United States |x History |y 20th century | |
| 650 | 0 | |a Marketing research |z United States |x History |y 20th century | |
| 710 | 2 | |a John W. Hartman Center for Sales, Advertising & Marketing History |5 NcD | |
| 710 | 2 | |a Leo Burnett Company |b Research Department. | |
| 710 | 2 | |a Leo Burnett Company, |e publisher | |
| 752 | |a United States |b Illinois |d Chicago |2 naf | ||
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