Selling service with the goods; an analysis and synthesis on the planning, designing, construction and installation of window displays. Includes ... displays, color harmony, lithography an - Softcover
Synopsis
This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1921 Excerpt: ...newness and cleverness completely confounding the sales message behind it and merely attracting because of its unusual design and action. In other words, the passerby--the prospective consumer--will be so attracted or puzzled by the novelty of the Display that he will fail to notice the sales message of the product advertised, and while the memory of the Display may remain for a time, he will have failed to associate it with any particular product. This can be illustrated by the Display used a few years ago to advertise Dewey's Grape Juice, which featured a large bottle, suspended in mid-air, pouring out an ever-flowing stream of grape juice, with no visible means of the fluid going into the bottle. Out of thirty-six people questioned who had viewed the Display, all were attracted by its cleverness and originality, but only two could recall the name of the product it was supposed to have advertised. The New York Telephone Company made a similar investigation a few years ago of a magnet Display which caused an article to seem to roam, of its own accord, over the surface of a flat mirror. After checking up results, this idea was abandoned for the same reasons that were found in the grape juice analysis. Other objections to this type of Display are classified as follows: 1. Prohibitive initial expense. 2. Difficulty to keep in perfect running order. 3. Indifference of dealers to keep running. 4. Inconvenience in routing and "setting up." Effective mechanical Displays are possible. Elaborate and exquisite electrical Displays, costing hundreds of dollars apiece to build and install, have been used effectively, but these Displays have been most unusual, have been made of the finest materials available, have been "followed up" constantly, and w...
"synopsis" may belong to another edition of this title.
