Advertising, the Social and Economic Problem

Advertising, the Social and Economic Problem

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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. 1915 edition. Excerpt: ...There is an ideal conception of advertising efficiency. If the product advertised is a staple which is used in every family, or by every individual, like soap, and the advertiser offers a variety of qualities so that he can claim that he can economically make all the soap for all the people who read the periodical in which he advertises, he can claim that his goods have 100 per cent of advertising potentiality. If his advertising copy was to be so written that it appealed with equal force to every reader of the periodical who looked at the advertising section, and had sufficient appeal to move all who read it to buy, he might assume that his advertising was 100 per cent efficient. But even so he would not know what proportion of the readers were interested in the advertising pages, and it would be exceedingly difficult to find out. Yet, given these ideal advertising conditions, and equal conditions applying to production, selling, distribution, and general business policy, there would result ideal advertising efficiency--whatever that might mean for different propositions. If such an advertising proposition were possible, there would be an element to deal with which would make all the other elements uncertain in their operation toward that ideal 100 per cent efficiency. The advertisee may be all that he should be in the way of interest and potential need, yet he may not be a buyer; and why he may not buy is an element of mystery that it is quite impossible to solve. Habit has made him a customer of the local stores, and they do not choose to stock the article advertised. He may for the time being be supplied with another brand, and, despite his conviction that the advertised article is better, he will use the stock on hand--and very likely more

Product details

  • Paperback | 60 pages
  • 189 x 246 x 3mm | 127g
  • Miami Fl, United States
  • English
  • black & white illustrations
  • 123664414X
  • 9781236644145