A business man who brings out a full-page advertisement
once in a paper which has 100,000 readers would leave the desired
memory-impression on a larger number of individuals than if he were to
print a fourth-page advertisement in four different cities in four
local papers, each of which has 100,000 readers. But if he uses the
same paper in one town, he would produce a much greater effect by
printing a fourth of a page four times than by using a full-page
advertisement once only.
As a matter of course this would hold true only as far as size and
repetition are concerned. Many other factors have to be considered
besides. Some of these could even be studied with our material. We
could study from our results what memory-value is attached to the
various forms of type or suggestive words, what influence to
illustrations, how far they reinforce the impressiveness and how far
they draw away the attention from the name and the object, how these
various factors influence men and women differently, and so on. Other
questions, however, demand entirely different forms of experiment. We
may examine the effects of special contrast phenomena, of unusual
background, of irregular borders and original headings. The particular
position of the advertisement also deserves our psychological
interest. The magazines receive higher prices for the cover pages and
the newspapers for advertisements which are surrounded by reading
matter.
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