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.”
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