The Psychology of Advertising; A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising

This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1910 edition. Excerpt: ...for a beautifut summer home as t do, to write me and tet me tett them of a property I am hotding in the most beautifut part of Michigan, for myself and for them. I am not a reat estate agent. I am Just what I here profess to be, a seeker for a beautifut summer home for mysetf, with good neigh-bors. It won't cost you anything to write to me and let me send you some photographs and detaits. And write now, ptease, as 1 do not care to advertise this again. George Mills Rogers, Koo Washington St., Chicago, 111. No. 4.--Lacking in indicativeness. from the thing advertised. The picture and the meaningless headline will interest some people so much that they will stop and read the advertisement through to try to figure out what it all means. But the great majority of the readers will not stop at any particular advertisement, and unless they get something at a glance they get nothing at all. A large number of magazine readers see each advertisement, but only a few of them will stop to read it through. The advertiser must learn to make the best possible use of this casual glance of the multitude. Since many see the display and but few read the argument, an attempt should be made to construct a display that will not merely attract attention to itself, but be so constructed that it will beget interest in the goods advertised. Few people will admit that thejr are greatly influenced by advertising. I have discussed the question with many persons, and I have yet to find the first one who believes that he is materially influenced by magazine advertising in the purchases which he makes. One great cause for this personal delusion is found in the habit which they have formed of glancing through the advertising pages. They turn the pages rapidly and the...