The psychology of advertising in theory and practice; a simple exposition of the principles of psychology in their relation to successful advertising Walter Dill Scott

This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1921 edition. Excerpt: ...tell what he was reading. In all cases of doubt the man was not counted at all. There were, however, but few such cases. I made six visits to the library, going on different days of the week, different seasons of the year, and different hours of the day. At each visit I made observations on one hundred men who were reading magazines. Of the first hundred observed, eighty-eight were reading from the body of the magazine and twelve were reading advertisements. Of the second hundred, six were reading advertisements. Of the third hundred, fifteen were reading advertisements. Of the fourth hundred, sixteen were reading advertisements. Of the fifth hundred, only five were reading advertisements. Of the sixth hundred, eleven were reading advertisements. Making a summary of the six hundred magazine readers, I found sixty-five reading advertisements and four hundred and thirty-five reading from the body of the magazine. That is to say, IOV2 per cent. of all the men observed were reading advertisements. At my request a gentleman made similar tests at the same library, and his final results were in remarkable harmony with those given above. Of all the men he observed, exactly ten per cent. were reading advertisements. The fact that only ten per cent. of the men were reading advertisements at any one point of time is not at all equivalent to saying that only one-tenth of them read--or glanced at--the advertisements. A large part of them turned over the advertising pages, but they turned them hastily and did not stop to read them unless in some way they were particularly interesting. Some of the men were looking at the pictures in the advertising pages; some of them were glancing at the display and reading nothing which was not particularly prominent; others... Это и многое другое вы найдете в книге The psychology of advertising in theory and practice; a simple exposition of the principles of psychology in their relation to successful advertising (Walter Dill Scott)