The value of specific purpose in advertising

Abstract

A questionnaire consisting of 10 problems about 3 newspaper advertisements on fur coats was submitted to men and women (age range from 18 to over 40) attending college classes at the University of Pennsylvania. The "merchandising," "institutional," and "price" appeals are shown to have specific advantages in advertisements. Suggestions are made for proper construction of questionnaires and psychological analysis of advertising. (PsycInfo Database Record (c) 2025 APA, all rights reserved)