[Review of the book The Leadership of Advertised

Abstract

Reviews the book, The Leadership of Advertised by G. B. Hotchkiss and R. B. Franken (see record 1924-10339-000 ). This is an easily comprehended report of experiments conducted by the department of advertising and marketing of the New York University. With the cooperation of 21 psychologists in different parts of the country, association experiments were conducted to determine the brand familiarity of 100 commodities. Eastman Kodak was found to lead. The meat of the book consists of reports from the advertising departments of the leading brands, describing the policies and procedures followed in reaching a position of dominance. There are 125 pages of tables of the results of the association experiments. Unfortunately it is not possible to reach any conclusion regarding factors that make for brand dominance except that several widely divergent policies have brought success. (PsycInfo Database Record (c) 2025 APA, all rights reserved)