The Return Coupon as a Measure of Advertising Efficiency

Abstract

This brief study points out that the return coupon cannot adequately measure the effectiveness of an advertisement, except in direct mail order selling, because of the complexity of factors on which the reaction depends. At present it lacks sufficient attention-getting power to attract more than a small portion of the readers of the advertisement. Its usual size is likely to create unpleasant feeling-tone because of inadequate space allowed for writing. From Psych Bulletin 21:07:00636. (PsycINFO Database Record (c) 2016 APA, all rights reserved)