IPSO in Industrial Advertising

Abstract

Most industrial advertising has been strongly influenced by the “A. I. D. A. theory”—attention, interest, desire, action. But there is more to selling through print than issuing a number of advertisements, no matter how effective each may be in its own right. Customers have many attitudes and buy for many reasons, to which all the advertising of a company contributes. The author presents his “I.P.S.O.” proposal for industrial advertising as probably far more effective than “A. I. D. A.”