Review of The measurement of advertising effects

Abstract

Reviews the book, The measurement of advertising effects by George Burton Hotchkiss and Richard B. Franken (1927). Aside from bargain sale advertising and a few other types which bring about immediate and easily measurable results, there is some question in the minds of many advertisers as to whether it really does pay, after all, to advertise. Hotchkiss and Franken have in a large measure given a definite answer to this question. Following up the association tests of Geissler, they made two extensive investigations of advertised commodities. By a careful analysis of the data thus procured the authors are able to show the influence of use and of advertising upon public familiarity and buying habits are also traced. Differences between users and non-users in degree of familiarity with trade names, sectional differences, sex differences in brand familiarity and other interesting and important variations are shown. Essentially a monograph rather than a popular treatise, the reviewer concludes that this work should make a rather wide appeal to those who have more than a superficial interest in the psychological aspects of advertising. (PsycInfo Database Record (c) 2025 APA, all rights reserved)