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The Relative Merit of Advertisements; A Psychological and Statistical Study

The Relative Merit of Advertisements; A Psychological and Statistical Study


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About the Book

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. 1911 Excerpt: ...No. 2, No. 15, And No. 18 TABLE XIII Sex-differences In The Judgments Of Advertisements No. 2, No. 15, And No. 18 Per Cent. of Judgments according to Position. Ad. Sex. 1-5 6-15 16-20 Per cent. Per cent. Per cent. 2 Male 52 43 5 Female 38 38 24 15 Male 38 33 29 Female 7 31 62 18 Male 47 31 22 Female 19 42 39 uses the food and a still smaller number by the Royalty appeal. On the other hand 8 consider No. 2 of little value as a reason to buy Breakfast Food, 17 so consider No. 18, and 24, No. 15. This difference of response is due to a very considerable degree to the factor of reliability in the testimonial. "There can be little doubt that the heyday of the trustworthy testimonial has passed. There have been those who have taken advantage of the testimonial. But it is a fact that there are still hundreds of people of brains who are willing to write testimonials which are sincere."10 The Sanatogen Campaign started a short time ago is an illustration of very extensive use of this appeal. They recognize the popular feeling that testimonials are generally bought and consequently take great care to use only those from men and women who would never be thought of as selling their name. These three "authority" advertisements appeal more to men than to women. Table XII. gives both the average rank and the median rank for the men and the women for these three advertisements. (The distribution of judgments in No. 15 and No. 18 is markedly bi-modal and hence it is extremely difficult to present any one term as an indication of the tendency of the men as distinguished from the women.) An analysis of the data, as given in Table XIII., shows a greater per cent. of men than women ranking each of the three advertisements high and a correspondingly lower per...


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Product Details
  • ISBN-13: 9781130220902
  • Publisher: Rarebooksclub.com
  • Publisher Imprint: Rarebooksclub.com
  • Height: 246 mm
  • No of Pages: 32
  • Spine Width: 2 mm
  • Width: 189 mm
  • ISBN-10: 1130220907
  • Publisher Date: 01 Mar 2012
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Weight: 77 gr


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