Review of Introduction to retail advertising

Abstract

Reviews the book, Introduction to retail advertising by Arthur Jordan Brewster (see record 1926-10468-000 ). The author states that he has endeavored to write a book that will be helpful to retailers and serve as a textbook in schools and colleges, the former purpose being the more fundamental one. He begins with a general survey of the field of retailing. A very readable and interesting discussion of some of the newer problems of the retailer, due to changing conditions in present-day life, forms a part of this survey. The treatment of copy-writing may be characterized as direct, clear and practical. That advertising should grow out of merchandising and store activities is the thesis upon which the principles of copy-writing are based. Principles are made concrete by the description of actual procedure in the advertising campaigns of various successful stores. Sources of information such as various bureaus are cited and nontechnical methods of conducting individual investigations are given. The author's occasional reference to psychology may be regarded as unfortunate. The omission of statistical methods from the discussion of investigations may not meet the approval of all, but it is entirely defensible in a book meant to serve as a practical guide in this field. In no way unusual in its outline, it is in the tying up of principles with practical concrete situations that the book's distinction lies. It is admirably suited to the purpose for which it was written. (PsycInfo Database Record (c) 2025 APA, all rights reserved)