ADVERTISING DAIRY PRODUCTS 301 



picture in the mind's eye of the people for whom the advertise- 

 ment is intended and ability to reach them will be increased. A 

 good deal of psychology is involved in this step. In fact, ad- 

 vertising, like other kinds of salesmanship, has much to do with 

 psychology and successful salesmen are good psychologists, 

 either consciously or unconsciously. 



IV. Essential Steps in Advertising Appeal. A successful 

 advertisement accomplishes four things in reaching and influenc- 

 ing the buying public: It gets attention; it arouses interest; it 

 convinces, and it secures action. In other words, it makes 

 people look, like, learn, and buy. The ad writer needs to keep 

 these essentials in mind when he plans and writes his advertise- 

 ment and to strive definitely to make it effective with respect 

 to all of them. 



Attention, depends (a) upon the extent to which counter- 

 attractions are eliminated or lessened the less other advertis- 

 ing competes with an advertisement and the more it is set off 

 by itself, the more likely it is to get attention; (b) upon con- 

 trast, which is secured by making an advertisement different 

 from those around it most ad writers learn what other adver- 

 tisers are doing and then do something else; (c) upon the impres- 

 sion it makes on the eye and then on the feelings; (d) upon the 

 readiness with which it is understood in a single glance. 



Interest, which must develop out of attention if the adver- 

 tisement is to do more than merely catch the eye for an instant, 

 depends (a) upon the appearance of the advertisement and its 

 surroundings it must be inviting to the reader; (b) upon the 

 promptness with which it may be understood the reader 

 should be able to gather quickly its most important message; 

 (c) upon the way in which the reader is set to thinking about 

 the things advertised there -must be a quick suggestion 

 that the advertisement is worth his while for some reason or 

 other. 



Conviction depends upon successful appeal to reason or to 

 desire. 



Action is secured through direct or indirect suggestion or 

 demand. 



