Advertising and selling : principles of appeal and response . appeals, instincts, interests and effec-tive habits is a live one. The writer has repeat-edly been asked by such men to state the relativestrength of various appeals in the case of theaverage man—to say in how far certain interestsare universal, to what degree certain generaltypes are pronounced, and how they are dis-tributed and conditioned by age, sex, race, practical man expects the expert psycholo-gist to possess such information, and he has theright to expect much more than we are at presentable to tell him. Only one or
Advertising and selling : principles of appeal and response . appeals, instincts, interests and effec-tive habits is a live one. The writer has repeat-edly been asked by such men to state the relativestrength of various appeals in the case of theaverage man—to say in how far certain interestsare universal, to what degree certain generaltypes are pronounced, and how they are dis-tributed and conditioned by age, sex, race, practical man expects the expert psycholo-gist to possess such information, and he has theright to expect much more than we are at presentable to tell him. Only one or two fragmentary attempts havebeen made to answer such questions experi-mentally. Thus Harlow Gale studied a series ofsoap advertisements by the method of question-naire and voluntary introspection. His results, 247 PRINCIPLES OF APPEAL AND RESPONSE when worked over into terms of relative position,would yield some such result as the smaller the number the higher the position,hence the stronger the appeal. TABLE XIII Appeal Relative Position. Purity by governments test Old firm Home industry Attractiveness Special sale Souvenir prize The manager of a western magazine, as re-ported by Scott, secured thousands of repliesfrom readers as to which advertisement for agiven month had interested them most, and following table resulted: TABLE XIV Reason Number ofreplies Reliability of firm or goods Money considerations, Beauty of the advertisement Presented goods needed at the time 607508418408 Obviously such meager and generalized resultsare of little value. What is needed is a series of 248 INSTINCTS, THEIR NATURE AND STRENGTH
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