Review of Marketing and Advertising

Abstract

Reviews the book, Marketing and Advertising by Floyd L. Vaughn (1928). The purpose of this book as stated by the author is to appraise marketing and advertising from the social or public standpoint, thereby rectifying the shortcomings of the typical treatment of these subjects, based upon the individualistic or acquisitive point of view. The increase in cost of marketing, the social cost and utility of advertising, acquisitive practices, cooperative marketing, and the part played by individual initiation and government action in their relation to the problems raised constitute the subject matter of the treatise. While economics rather than psychology determines the viewpoint of the book the two chapters on advertising may commend it to the attention of students of psychology of advertising. (PsycInfo Database Record (c) 2025 APA, all rights reserved)