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The new psychology of selling and advertising

Author: Henry C Link
Publisher: New York : Macmillan, [©1932]
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
The supremacy of the consumer, as a major premise, constitutes an entirely new platform for the psychology of selling and advertising. Manufacturers and advertising agencies have and are increasingly making use of sound and even scientific methods in discovering the public's wants and reactions to particular products. Vast sales and advertising campaigns are often reared on a foundation of market study as wide and  Read more...
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Details

Genre/Form: Electronic books
Additional Physical Format: (DLC) 32010405
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Henry C Link
OCLC Number: 122331421
Reproduction Notes: Electronic reproduction. Washington, D.C. : American Psychological Association, 2005. Available via the World Wide Web.
Description: xxiii, 293 pages : illustrations ; 22 cm
Other Titles: Psychology of selling and advertising.
PsycBOOKS.
Responsibility: by Henry C. Link ... foreword by John Broadus Watson.

Abstract:

The supremacy of the consumer, as a major premise, constitutes an entirely new platform for the psychology of selling and advertising. Manufacturers and advertising agencies have and are increasingly making use of sound and even scientific methods in discovering the public's wants and reactions to particular products. Vast sales and advertising campaigns are often reared on a foundation of market study as wide and serious in scope as the researches made in large universities. "The New Psychology of Selling and Advertising" by Dr. Henry C. Link--a psychologist of international reputation and an experienced merchandising and advertising man--presents a combination of scientific training and practical experience, employed to investigate the intricacies of consumer behavior, sales techniques, and effective advertising. The book's emphasis is always on the presentation of methods which will be found useful in dealing with the concrete problems of selling. Above all, the methods given are such as will stand analysis not only by experienced sales managers and advertisers, but by the competent psychologist of the modern school. Instead of following the traditional titles or classifications in the field of selling and marketing, represented by methods of selling that differ mechanically, the logic of this book is based entirely on the theme, discovering and measuring consumer demand. Its material is presented, therefore, in terms of the five major channels through which contacts with consumers are established, namely: Salesmen, Retailers and Dealers, Sales Compilations, Market Surveys, and Advertising. All of the chapters fall under one of these headings and the methods described deal with the use of these contacts as a means of increasing sales, planning sales, and predicting the sales of new products. Specific chapter topics include: seller's resistance; psychological market surveys and survey techniques; good advertising and advertisement testing; selling by radio and mail; salesmanship qualities; fashion behavior; merchandise control; and finally, the utility of sales records. (PsycINFO Database Record (c) 2005 APA, all rights reserved).

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Manufacturers and advertising agencies have and are increasingly making use of sound and even scientific methods in discovering the public\'s wants and reactions to particular products. Vast sales and advertising campaigns are often reared on a foundation of market study as wide and serious in scope as the researches made in large universities. \"The New Psychology of Selling and Advertising\" by Dr. Henry C. Link--a psychologist of international reputation and an experienced merchandising and advertising man--presents a combination of scientific training and practical experience, employed to investigate the intricacies of consumer behavior, sales techniques, and effective advertising. The book\'s emphasis is always on the presentation of methods which will be found useful in dealing with the concrete problems of selling. Above all, the methods given are such as will stand analysis not only by experienced sales managers and advertisers, but by the competent psychologist of the modern school. Instead of following the traditional titles or classifications in the field of selling and marketing, represented by methods of selling that differ mechanically, the logic of this book is based entirely on the theme, discovering and measuring consumer demand. Its material is presented, therefore, in terms of the five major channels through which contacts with consumers are established, namely: Salesmen, Retailers and Dealers, Sales Compilations, Market Surveys, and Advertising. All of the chapters fall under one of these headings and the methods described deal with the use of these contacts as a means of increasing sales, planning sales, and predicting the sales of new products. Specific chapter topics include: seller\'s resistance; psychological market surveys and survey techniques; good advertising and advertisement testing; selling by radio and mail; salesmanship qualities; fashion behavior; merchandise control; and finally, the utility of sales records. 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