[Review of the book Advertising for the Retailer

Abstract

Reviews the book, Advertising for the Retailer by Llolyd D. Herrold (see record 1924-10337-000 ). This is an elaboration of an extension course of the University of Wisconsin. It seems to have been prepared primarily to help the hometown merchant move his wares. The general field is touched upon, but most emphasis is given to newspaper advertising. The contents range from the mechanics of printing to follow-up letters, from what to advertise to window trimming. All the treatment is interesting and practical. The text is not devoid of a psychological tang, but the contents are not well spiced with it. The book will serve the instructor well who is teaching the psychology of advertising to students who will not enter the national field. As a source of illustrations nearer home than a New York advertising office it is also of value. (PsycInfo Database Record (c) 2025 APA, all rights reserved)