Review of Advertising psychology and research. An introductory book

Abstract

Reviews the book, "Advertising psychology and research. An introductory book," by D. B. Lucas and S. H. Britt (see record 1951-04925-000 ). Even the most critical reader will have difficulty finding anything seriously wrong with this book, provided that he understands its purpose. It is not intended as an advanced treatment of the subject. The subtitle makes this perfectly clear. Furthermore, it is extensive rather than intensive. As the preface points out, a book could be written on the problems covered by almost every chapter. It does, however, go into sufficient detail to provide a very practical survey of this particular field. It does not attempt to cover the whole field of advertising, marketing research, or psychology. It covers those parts of all of these fields that are important as far as the psychological aspects of advertising are concerned. As the title suggests, both psychological principles of advertising and research methods used in the field of advertising are included. The coverage is broad and the organization is logical. (PsycInfo Database Record (c) 2025 APA, all rights reserved)