The results showed that this was 0.44. But
our real interest referred to the distribution for the advertisements
of different size. If we make the same calculation, not for the
totality of the advertisements but for those of a particular size, we
find that the memory-value for the full-page advertisement was 0.33,
for the 2 times repeated half-page advertisement, 0.30, for the 4
times repeated fourth-page advertisement, 0.49, for the 8 times
repeated eighth-page advertisement, 0.44, and for the 12 times
repeated twelfth-page advertisement, 0.47. Hence we come to the result
that the 4 times repeated fourth-page advertisement as 1-1/2 times
stronger than one offering of a full-page, or the 2 times repeated
half-page, but that this relation does not grow with a further
reduction of the size. Two thirds of the subjects were men and one
third women. On the whole, the same relation exists for both groups,
but the climax of psychical efficiency was reached in the case of the
men by the 4 times repeated fourth-page, in the case of the women by
the 8 times repeated eighth-page. The 4 times repeated fourth-page in
the case of the women was 0.45, in the case of the men, 0.51, the 8
times repeated eighth-page, women, 0.53, men, 0.37.
I am inclined to believe that the ascent of the curve of the
memory-value from the full-page to the fourth-page or eighth-page
would have been still more continuous, if the whole-page
advertisements had not naturally been such as are best known to the
American reader.
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