The Psychology of Advertising

Cover The Psychology of Advertising
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It is quite certain that the data thus far secured are not sufficient for any generalization as to the exact Tiy T time or proportion of time which the Women In- terested Most g enera * public devotes to the advertis- ing columns of periodicals. It is quite generally believed that women read advertisements more than men, but in all the tests referred to above, the data were secured only from men. In the second place, it is true that the regular subscribers to periodi- cals read them more nearly
... from cover to cover than readers who drop into a library to read. Magazine 138 READING ADVERTISEMENTS readers on a train frequently have but a single copy of a magazine at hand, and as trips are usually some- what prolonged, the traveler frequently not only reads the text matter but reads many of the advertisements completely. Another element which enters into the question, as here investigated, is found in the fact that among such abundance of periodicals the reader be- comes somewhat bewildered, tries to glance through many papers and does not read so carefully as he would ordinarily do under other circumstances.

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