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Hannay, Annie M ( Annie Murray )
United States -- Bureau of Agricultural Economics. -- Library
U.S. Dept. of Agriculture, Bureau of Agricultural Economics ( Washington, D.C )
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Bureau of Agricultural Economics
1n L--UEFOS;-^ rc%^ __

Economic Library List No. 17? Washington, D.C., November 1940


A Selected List of References

.. Compiled by Annie M. Hannay
Library, Bureau of Agricultural Economics

This list is composed, for the most part, of periodical
articles which describe exhibits of various kinds and which
attempt to evaluate their success in terms of interest
evoked and sales effected. References were compiled from
."" the following sources: American Marketing Journal, v. 1 to
v. 3, Jan. 1934 to Apr. 1936; Industrial Arts Index, 1936
to July 1940; Journal of Marketing (combines American Mar-
keting Journal and National LMarkoting Review) v.l, no. 1,
to v. 4, no. 4, July 1936 to Apr. 1940; National Marketing
Review, v. 1, nos. 1 to 4, 1935 5o Spring 1936; Psychologi-
cal Abstracts, y. 1 to v. 12, 1927 to 1938, v. 14, Jan. to
Aug. 1940; Social Science Abstracts, v. 1 to v. 4, 1929 to
1932. Call numbers following the citations arc those of
the U.S. Department of Agriculture LibrLary, unless other-
wise noted. "Libr. Cong." proceiing a call number indi-
cates that the publication is in the Library of Congress.

Effectiveness of Exhibits

SAssortment displays; new and improved technique used by manufacturers improves
retail sales. Printers' Ink 187(9): 23-25. June 1, 1939. 238.8 P932
Instances displays that have brought about increased sales.

Bristol, George T. Snow Thite. Inanimate characters become a new force in
merchandising. Dun's Rev. 45(2120): 13-17. Apr. 1938. 286.8 D92
"The most dramatic example of a new force in merchandising the ad-
vent of 'Snow White and the Seven Dwarfs' is seen in the transformation
of shop windows in -New York or Middletown... Astute merchandising is
taking advantage of the almost 'unbelievable popularity of Walt Disney's
latest creation... With the advent of Walt Disney cartoons, these inani-
mate creatures became forceful parts of the business of shaping fashion.
By 1932... ralt Disney's licensing of his children had grown into a


business which annually sold $3001000 in merchandise. Then this depart-
ment of his business was separately organized as tKamen, Ltd.' and in
1937 sales skyrocketed to $34,000,000." Jour. Marketing 3(l). 128.
July 1938.

Consumer expositions. Kinds of exhibits that pay best based on experiences
of advertisers at recent or current "World's Fairs." Printers' Ink
Monthly 35(4): 17-20, 79-80, 82, 84-85, 87-88, 90, 92, 94-96, 98-101.
Sept. 1937. 238.8 P933
It is shown that, while the Century of Progress Exposition in Chi-
cago was "a failure from an attendance standpoint" it was "from an ope-
rating standpoint the greatest success in exposition history. It is
the only fair that ever met expenses." Advertising exhibits are said
to have contributed largely to this success. A cross-section of opin-
ions of advertisers is given and the potential objectives of the com-
mercial exhibitor are listed. "The typos of exhibits which commercial
exhibitors employ to accomplish those objectives fall into seven main
patterns." These are summarized and illustrated.

Du Pont's mannequins jump demand for "acele"fabrics. Sales Mangt. 40(1): 126,
177. Jan. 15, 1937. Libr. Cong. HF5438.A34
"A troupe of 22-inch 'ladies' tours the country to beguile shoppers
and window-shoppers. Thereby 'Acelel is helped into a front-rank posi-
tion in the booming rayon industry."!

Elliott, F.R. Attention effects from poster, radio and poster-radio adver-
tising of an exhibit. Jour. Appl. Psychol. 21: 365-371. 1937. Libr.
Cong. BF1.J55
"A field investigation was carried on at a fruit exhibit in the
Indiana State Fair. Attempts to secure attention from 25,443 visitors
were made with each subject in one of three ways: (i) poster presenta-
tion of'talking points,' (2) auditory presentation of points (loud
speaker), or (3) a method combining poster and auditory presentation.
The combined method was most effective." Psychol. Abs. v. 12, no. 2,
Feb. 1938, item 921.

Fischer, Albert T. Window and store display; a handbook for advertisers.
203pp. Garden City, N.Y., and Toronto, Doubleday, Page & co., 1921.
2538.2 F52
Ch. XIV deals with sales increase resulting from window displays.
The author concludes that "Window and store display when rightly planned
and rightly used can be made by far the most productive and most prac-
tical of all advertising mediums."

40 ways to profit by the 1939 fairs. Amer. Business 3(8): 14-16, 41. Aug.
1938. 230.8 Am35
Notes the effect on business of the Chicago fairs of 1933 'and 1934.


Garth, John. How trailers solvedd these sales problems. Amor. Business
7: 28-30. 48. Aug. 1937. 280,8 Am35
Illustrates the successful use of trailer displays in, increasing

Gaston, H.P. Roadside marketing in Michigan. Mich. Agr. Expt. Sta. Spec.
Bul. 185, 44pp. East Landing, 1929.
Digest in Social Sci. Abs. v. 1, nos. 11-12, Dec..1929, item 10373.
Roadside markets arc distinguished from roadside stands. The former
are said to have become important in Michigan in recent years. "Thirty-
nine farmers located on a sixteen mile section of highway running through
the fruit belt sold 53% of all fruit and vegetables produced on their

Griffith, Sanford, and Meyrouitz, Alvin. Marketing review of the world's
fair. Advertising & Selling 33(1): 31-32, 71. Jan. 1940. 233.28 Ad
"First publication of survey findings age, income level, residence
of visitors, cost of exhibits per person, popularity of commercial areas
from the New York World's Fair."

Hanson, Carlton. Unique .window displav "sells" trolley bus to Portland.
Mass Transportation 32(2): 35, 40. Feb. 1936. Libr. Cong. TF701.M3
A windoww display of the Portland Traction Co. showing a miniature
replica of the dovwn-town district with a trolley bus7in operation "was
a very effective medium of selling 'the trackless trolley' to the
Historical pagaent jumps Houbigant's 'perfume sales, Sales Iangt. 40(5):. 408-
409. lar. 1, 1937. Libr. Cong. HF5438.A34
"Houbigant, Inc., is skqrocketing perfume sales with itinerant dis-
play and department store set-up." Window displays are illustrated.

Howe, Andrew 1. Point of sale displays that sell. Printers' Ink Monthly
32(1): 68-92. Jan. 1936. 238.8 P933
Lists reasons given by dealers for the popularity of certain displays
and discusses results obtained by a number of displays selected by dealers.

M-jean, Paul. Los foires d'automobiles de la Haute-Savoie. EThe automobile
fairs of Haute-Savoie.3 Rev. de Geog. Alpine 16(4): 823-827. 1928.
Libr. Cong. DC611.A553R4
"La Roche-sur-Foron is situated in Haute Savoie not far from Geneva.
Its market place has seen cattle fairs and produce fairs for centuries.
With the changed economy that the last century has visited upon the Alpine
valleys those fairs have lost, their import-ince in the economic program.
La Roche has had a curious revival 4s a place of fair. The farmer of the
rich lands which lie about has replaced ox and. horse with the auto truck.
The first automobile fair (1925) had 6000 visitors. In 1928 there were
18,000 visitors. The attractions were twenty makes of automobiles as


* l well as: tractors, turbines, .farm motorst; agricultural amachiney, :j
dairy machinery." Social Sci. Abs. v. 2, no. 1, Jan. 1930, item 86.

Miller, Ivan C. Posters create sales in Montclair, N.J. Food Indus. 10(7):
387, 390. July 1938. 389.8 F737
Instances two cases in which food sales were increased by means of
poster displays.

Miller, Ivan. C. That makes a world's fair exhibit click. Food Indus.
12(1-2): 44-48; 55-59. Jan.-Feb. 1940. 389.8 F737
The varied approaches of the food exhibitors and the results are
"Size alone was no measure of the value of a World Fair exhibit.
What was done in the exhibit space determined results. Those exhibits
which appeared to have accomplished best results, used the same formula.
They combine action and the human clement. They showed 'how it is made.
And thereby, they made a strong bid for better public relations...
Standad Brands' coffs-:roasting demonstration of 'how it is done', *..;
coupled with the aroma of fresh roasted coffee, and the sampling (at
the visitors expense) earned more friends for Chase & Sanborn coffee
than the elaborate puppet show trading on the prestige of the Charlie
McCarthy program...
"The most successful food exhibitors at the 1939 Worldls Fair...
brought the food plant to the people and they built for themselves much
good will with the public. They also raised the level of the food in-
dustries in the public estimation."

Murphy, John Allen. The business debt to world fairs of the past. Nation's
Business 27(8): 14-17, 58. Aug. 1939. 286.8 N212
Gives examples of business success resulting from displays at fairs,

Padgett, Harry. Chain store circus coffee drive. "Farmer-consumer" method
of promotion utilized by Safeway. Tea & Coffee Trade Jour. 77(6): 55,.
Dec. 1939. 68.8 T22
Describes displays of three brands of coffed'by the chain of Safeway
Stores as a result of vwhnich "coffee sales rocketed."

Test shows counter basket displays nearly treble sales. Sales Mangt. 38(2): 92.
Jan. IS, .1936. Libr. Cong. HF5438.A34
"Recent tests made in the drugstores of eight Boston suburban towns
by the Forbes Lithograph Manufacturing Company place a measuring stick
on the galuo of at least one certain type of counter display, and this
measuring rod says that a display of this type boosts sales between 100%
and 200%."

Tested display ideas, compiled by the editors of Printers' Ink. Ed. 1, 198pp.,
illus. New York and London, McGraw-Hill book co., inc., 1938. (Library
of tested sales, advertising and marketing plans) Libr. Cong. HF5845.T4
"The purpose of the book is to show by text and pictures what 102
individual displays have done and how they have done it."


Trailers prove potent sales builders for many types of products. Sales Mangt.
40(9, 10): 816-818, 838-839, 902-904, 928, 930. Apr. 20, May 1, 1937;
Correction 40(13): 1192. June 15, 1937. Libr. Cong. HF5438.A34
Instances a number of cases of increase sales resulting from trailer

Van Voris, Arthur H. 10 promotion plans that clicked. Amer. Business 7(4):
22-23, 36-37. Apr. 1937. 280.8 Am35
Instances of successful displays are given.

What shows pulled at the Fair? As ITev York show closes, exhibitors prepare for
1940 by studying the merchandising lessons which 26,000,000 visitors
taught them this year. Business Week, no. 531, pp. 22, 27-28. Nov. 4,
1939. 280.8 Sy8
Instances exhibits that draw crowds and explains why.

York, Dane. Thinking beyond books. Libr. Jour. 65(15): 675-678. Sept. lV
1940. 243.8 LG1
This article contains an account of an experiment made in a small
public library in a New England industrial community to attract the atton-
tion of non-readers. Three exhibits wore arranged, one of old newspapers
published in the community and containing neos about or pictures of resi-
dents of the towh, another of material dealing with the city's history
in fires and fircfighting, and a third which showed. the origin and deve-
lopment of a brass band which had existed iin'the community for almost
seventy years.
"These three displays were not the whole of the exhibit program but
they were the peaks. They were spread over a year and a halt and were
interspersed with exhibits by a local camera club, by exhibits of school
posters, and more conventional displays of art material from traveling
exhibits. But it was these three exhibits that really impressed the
library upon the community. They touched every newspaper reader, every-
one who had felt some of the fascination 'of fire, everyone who (even if
only as a child) had thrilled to a parade and a brass band. They helped
break down some of the barriers that keep the public out of the public
library... They aroused, moreover, an interest that every public library
needs and raust strive for the interest of the adult male of the commu-
nity.., no miracles wore worked... There was a gain in enrollment but not
enough to greatly increase the one-third-of-the community ratio previously
mentioned as a point of critical complaint. Yet the penetration and in-
fluence of the library had been extended far beyond the index of that
registration. It showed itsold in man.ry, ways: in a new awareness and
friendliness toward the library in almost all communal circles; the pre-
vious five-year decline of 24 per cent was reversed (inactive card holders
became active again), and by.,1939 the circulation showed a.tota. gain of
40 per cent over the low point 6f 1937...
."Emphasis upon books aloe "could not have achieved thoseiresiats -
certainly not so quickly. It was the thought and work that went beyond
books which proved so effective."


Other References

Agnew, Hugh E., and Dygert, Warren B. Advertising media. 465pp., illus.
New York and London, McGraw-Hill book co., inc., 1938. Libr. Cong.
Contains a few pages on window displays.

Attention getters in displays. Printers Ink MIonthly 38(5): 46-48. May 1939.
238.8 P933
Illustrates some attention factors that make displays successful.

Brillant, 1.aurice. Loes civilisations anciennes de l'Arerique, a propos d'une
recent exposition. [The ancient civilizations of America, suggested by
a recent exhibition. Lc Corrcspondant 100. annee. no. 1583, pp. 778-
791. Sept. 10, 1928. Libr. Cong. AP20.C8
"The fundamental uniformity of the huran spirit, as manifested in
modes of thought, in mechanical achievements, and in the arts, was made
clear to all those who visited the Exhibition of the Ancient Arts of
America. held f n the sumner of 1928 at the Museum of Decorative Art in
the Louvre, Paris... In addition to its ethnological value, the Exhibi-
tion did much to make the public realize that, as artists, and as crea-
tors of beauty, many of the peoples of ancient America wore as admirable
as the ancient people of the Near East, of Egypt, of Greece, and of
Rome." Social Sci. Abs. v. 11, no. 1, Mar. 1929, item 113.

Co-operative store displays. Printers' Ink Monthly 40(6): 13-15. Juno 1940.
238.8 P933
Cooperation between manufacturers and retailers in display adverti-
sing is rccor-,cndod for its successful results. Examples are given.

DeFoe, N.H. Pl-anning profitable exhibits. Advertising & Selling 27(1): 29-
30, 50-51. Ma1.- 7, 1936. 23S.28Ad
Discusses methods of planning and managing exhibits.

Drama in exhibits. Printers' Ink Monthly 34(1): 42. Jan. 1937. 238.8 P933
Describes two drnamatizcd exhibits but gives no definite results.

Eliasberg, W. Lchrbuch dcr roklamcwissenschaften. (Textbook of advertising.)
49Qpp. BrUnn, Rudolf M. Rohrer, 1936.
Not seen.
"This is an extensive account of advertising from the sociological,
politico-economical and psychological points of view." Psychol. Abs.
v. 11, no. 6, June 1937, item 2888.

Everard, L.C. Museums and exhibitions. In Encyclopaedia of the Social Sci-
ences, v. 11, pp. 138-142. Now York, The Macmillan co., 1933. 280 Enl
A survey of the history of museums and of their educational influence.

- 7 -

Hessenmuller, Bruno. Das schaufenstcr als werbenittel fir technische erzeug-
nisse. Technik und Wirtschaft 24(1): 1-6. Jan. 1931. Bur. Standards
Discusses various problems affecting show window displays including
their cost and the features that attract most attention.

Howe, Andrew 1.1. Point-of-sale displays through dealerst eyes; Printers' Ink
Monthly special study. Printers' Ink Monthly 39(6): 20-22, 24, 51, 54,
56-59. Dec. 1939. 238.8 P933
Discusses dealers' ideas of effective displays.

Hurst, Albert Edwin. Displaying merchandise for profit. 433pp., illus. Now
York, Prentice-Hall, inc., 1539. Libr. Cons. HF5845.H75
Bibliography, pp. 414-415.
"The book traces through charts, text, and illustrations the funda-
mental principles of display, as it pertains to both interior retail
store and show window promotion of merchandise."

Jackson, George, comp. History of centennials, expositions and world fairs,
also the fundamental principles of successful county and state fairs.
253pp. Lincoln, Nebraska, 7ckesscr-Brin :xa.r co. E19393; Libr. Cong.
T395.J3 1939
U.S. Dept. of Agriculture Library has 1937 edition (310 J13).
The "practically endless"..influence of fairs..and expositiQns is noted.
They rarc said to be "baroreters of agriculture and motion pictures of
commercial and industrial achievement." They are "great educational in-
stitutions and important advertising mediums." Among the topics dis-
cussed are: 4-H clubs and the fair; rodeo at the fair; county fairs; live
stock expositions and purposes and facts about world fairs, centennials
and international expositions.

Junkin, Kathryne. International fairs and expositions. U.S. Dept. Corn. Bur.
Foreign and Dom. Corm. Trade Prom. Ser., no. 75, 76pp. Washington, D.C.,
1929. 157.54 T67 no. 75
This bulletin contains information on a large number of international
fairs and exhibitions. These are said to be "an important and popular
mea.s of advertising the commercial, manufacturing, and agricultural
activities of a district or country and Cto3 provide an international
as well as national market place.'t

Kdhler, R. W7irtschafts- und verkehrsgcograp.hische betrachtungen zur lcipzigcr
messed. CThe Leipzig fair from the standpoint of cconggic and transporta-
tion geography.] Erdo u. Wirtschaft 4(1): 1-9. Aor.y tlbr. Cong. HC10.E7
"The Leipzig fair is a market. In former times wars brought by mer-
chants were dealt in, but today sales are based on saiplcs. In any case
the modern fair brings a concentrating stream of men and goods. Conse-
quently one of the most important bases of the fair is its location.
This is just as much in Loipzigts favor now as in times past. The loca-
tion of Leipzig, coramercially and geographically considered, is the base

-8 -

for an international market-place. But the fair is also conditioned by
economic geography,- since Leipzig is the center of the central German
manufacturing industry,.. So far as German demand goes the fair is gene-
rally visited by from 150,000 to 189,000 business men. The region imme-
diately around Leipzig supplies the largest part. But important as the
fair is for domestic trade it is more so for export. The majority of
exhibiting firms send to the fair to get in touch with foreign buyers.
fast spring 28,660 foreign visitors were counted. Of these 25,600 came
from Europe, 100 from Africa, 2,430 from America, 450 from Asia and 80
from Australia." Social Sci. Abs. v. 3, no. 3, Mar. 1931, item 3472.

Kulischer, Joseph. Fairs, In Encyclopaedia of the Social Sciences, v. 6,
pp. 58-63. Yaw York, The Macmillan co., 1933. 280 Eni
Distinguishes between fairs and ordinary daily or weekly markets,
and sketches the history of fairs from ancient tines to date. Notes the
establishment in various countries of "official fair bureaus or national
associations established by commercial interest to promote and regulate
fair s."

Lasday, Ralph H. Can trade-shows be made profitable? Advertising & Selling
31(5): 47-49. Apr. 1938. 238.2S Ad
Gives rules for making trade-shows effective.

Lohnt es sich auf der Laipsizer mecsse auszustecllon? CDoos it pay to exhibit at
the Leipzig fair? 3 Mnrkt dor Fertigware 2(4): 187-194. July-Aug. 1930.
Not seen,
SRescults of a questionnaire sent to representative group of exhibi-
tors indicated that whereas only an average of 7.5% of the annual sales,
both immediate and mediate, were realized through the fairs, the ratio
of expenditures to orders was 5%, against the ratio of 15% of marketing
costs to annual sales. For the smaller industry, of course, the cost it
proportionately larger; hence exhibiting is really Df greatest advantage
to the largest firms," Social Sci. Lbs. v. 3, no. 4, Apr. 1931, item

Mott, Paul B. A survey of roadside markets in New Jersey. N.J. Dept. Agr.
Cir. 186, 33pp. Trenton, 1930. 2 Y4630 no. 186
The survey covers farmers roadside markets for the most part on a
county basis, and "in each county covered the major portion of the volume
of sales through this channel is represented... Comparing the estimated
retail value of sales by roadside markets with the total retail value of
the saoe lines of farm products produced in the state, roadside markets
sell about one and two-thirds per cent of the total produced."

Pellogrini, Adolfo. Analisi psicologica della pubblicita. Principal problomi
di pubblicita grafica. Archivio italiano di psicologia 14: 110-122. 1936,
Army Medical Lib. no. 328221.
"The attontional values of color, form, orientation and arrangement
in poster design are studied under direct observation and under indirect


S observation in which the attention is diverted by tasks presented on the
posters. Both children and adults were used as subjects. The two groups
and the two types of observation give different results, whichh are dis-
cussed in relation to the practice of advertising." Psychol. Abs. v. 11,
no. 1, Jan. 1937, item 441,

Public flocks to wallpaper show on tour, "ah-ing" and buying. Sales Mangt.
40(15): 1192-1193. June 15, 1937. Libr. Cong. HF5438.A34
1"Wallpaper Institute cracks misgivings that consumers would not be
interested in a I trade show' by a traveling exhibit of rooms in use; ex-
plained how new styles and dosi-ns are created.. It clicked solidly.
Twice as many cities to be. visited next 7rar."

Roloff, H.P. Expcrimontollo untersuchung der werbowirk'cung von plakatentwiirfen
(Experimental investigation of the appeal of poster designs.) Zeitschrift
f&r Lngerandto Psychologic 28: 1-44. 1927.
Not seen.
"An experiment to determine the relative value of 77 poster designs,
submitted in a contest for the best poster to advertise a new rubber shoe
... The whole 77...vwere...submitted to a psychological test for attention
value, monory, value, aesthetic value and persuasiveness. One hundred
persons, a samrling of consumers, chose those that were the most pleasing
to them and most persuasive. The attention and memory value were tested
directly after an incidental exposure of one half hour spent in watching
the demonstration of a psL-chological experimn.nt. The results of these
tests confirmed the judgments of the advertising men anril controverted
those of the commercial artists. The posters wore analyzed to determine
the factors that create high attention, memory and aesthetic value and
stimulate the buyin,.' reaction. It was found,that, among other character-
istics, the most prominent were the representation of some form of action
b- one or preferably more than one human being, in which the article was
shown in use. The article itself must occupy a fairly large proportion
of the whole poster space. The aesthetic value was a matter of striking
what pleased the consumer rather than the artist." Psychol. Abs. v. 1,
no. 5, June 1927, item 1425.

Routzahn, Evart Grant, and Routzahn, M.ary Swain. The a b c of exhibit planning.
234pp. Ner York, Russell Sage foundation, 1918. (Survey and exhibit
series, ed. by S.I,. Harrison.) 275 R76

Schnitt-Schowanlter, A. Die organisation der schaufensterreklame, rThe orga-
nization of show window advertising Botriebswirtschnft. Zeitschrift
fur Handelswissenschaft u. Handelspraxis.24(12): 357-361. Dec. 1931.
Not seen.
"The attention and stimulus-to-purchase value of this type of adver-
tising was tested both by the nurbor of persons and average time oach
was attracted by the display, and by the sGies of different groups of
articles displayed. For exa-aple, an exhibit of cosmetics, dental rnti-
septics, and foot powder showed results in increased sales for only six

- 10 -

days. In calculating the cost it is necessary to consider the relation
of this type to other trpes of sales activity." Social Sci6 Abs. v. 4,
no. 7, July 1932., item 11623.

Sherman, Caroline B. Iarklcts, municipal. In Encyclopaedia of the Social Sci-
ences, v. 10, pp. 139-1441. Nowv York, The lMacmillan Co., 1933. 280 Enl
functions and services of large public markets are noted. Exa nplcs
are given of such markets in EZurope and in the United States.

Sherman, Caroline B. Roadside markets. U.S. Dept. Agr. Leaflet 68, 6pp.
Washington, D.C., Oct. 1930; rev. Sept. 1932. 1 Ag84L
Lists factors contributing to success; classifies roadside markets,
as permanent, semi-permanent, and temporary; and outlines the advantages
and drawbacks of such marketing.

Silberer, P. Verkaufs und reklarne psychologie (Ps.chology of selling and ad-
vertising.) pp. 196-200. Zdrich, Leipzig, Max Nicnans, 1935.
Not seen.
"A general study of selling andL advertising psychology; a study of
advertisements to predict their success..." Psychol. Abs. v. 10, no.
10, Oct. 1936, item 5129.
Str6er, H.J. Grundlagen far die beurtcilung von lessen und deren auswertung.
Technik und Wirtschaft 23(3): 57-E4. Mar. 1930. Bur. Standards Libr.
An analysis of utilization of space in fairs with special reference
to the Leipzig fairs of 1927 to 1929 is follo',wd by a discussion, illus-
trated by graphs, of the distribution of the exhibitors according to the
size of th: stands and of the numbers of German and foreign buyers during
the years 1914 to 1929. It is shown that pIeace time business prospects
have improved inasmuch as there are more buyers per exhibitor than before
the World War.
Preparation for setting up a stand at a fair, the selection of per-
sonnel, and effective advertising are briefly,, discussed.

Studencki, 1,. ftude psychologiquo do l'afficho illustrSe do sccuritc'. Le
Tra.vail Hz-iain 2(3): 320-337. Sept. 1954. Dept. Labor Libr. HD7256.AMT?
The most effective typos of safety posters arc discussed. The esson-
tin.l quality of such a oostcr is said to be its psychological value.

Swenson, Harr--. Displra, an art and a science for profitable merchandising.
Gas Age 81(7): 24-25. Mar. 31, 1938. Libr. Cong. TP700.G14

Teague, ;7.D. Wnat can we do with ano exhibit to magnetize the crowd? Sales
Langt. 40(1): .2, 64. Jan. 1, 1937. Libr. Cong. HF5438.A34
Urges that the public be taken behind the scenes, but does not in-
stance results.

- 11 -

Waters, Honoric William. History of fairs and oxlositions; their classifica-
tion, functions and values. 158pp. London, Ontario, Reid bros. & co.,
ltd., 1939. Libr. Cong. KF5471.W3 1939
Partial contents: Ch. 4. Trade fairs. The famous trade fairs of
Europe; organization, scope and value to, exhibitors and buyers; Oh. 6.
General annual fairs, exhibitions or expositions. Their organization,
functions, values and place in the national economic structure; Ch. 7.
The agricultural fair and the agriculturist. Their important place in
the community and national life.

Weidonmillcr, W. v. Einc wcitersefihrte plakatprafurng. (An extended* test
of thc effectivinoss of advertisements.) Psychotechn. Zsch. 7: 16-18.
Not soon.
"Eight different advertising bill-bonrds on a particular article
were constructed for an c:hibition on advertising art; and a question-
naire of six questions on the effectiveness of the advertisements was
given to every visitor at the exhibition. 565 of these blanks were
filled out and returned. The results... are reported in the article." -
Psvchol. Abs. v. 6, no. 9, Sept. 1932, item 3393.

Weissonburgcr, S.A. Displays that sell provided in today'Is stations. N!atl.
Petroloun 1,Ows 31(13): 80, 82, 84. DMar. 29, 1939. 307.8 P44
Rules are given for arranging mcrchanloise display.

Williams, Hol ard. Display is aun important factor in modern gas promotion.
Gas Ago 82(3): 19-20. Aug. 4, 1938. Libr. Cm-g. TP700.G14

Xettcrbcrg,, E. Display your products and why not? Concrete (Cement mill
sect.) 43(7): 205. July 1910. 299.8 C743
Urges cement sample displays for schools and colleges.

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No. 1. State trade barriers; selected references. March 1939; Revised '.
June 1940.

No. 2. The frozen food industry;salected references, January 1937 to MIwdt
1939. April 1939. .,

No. 3. High drafting in cotton spinning; selected references. April 193.:. ::, i

No. 4. Egg auctions; selected references. July 1939. .,,

No. 5. Acts administered by Agricultural M1arketing Service, October 1939 ii

No. 6, Periodicals relating to shipping, October 1939.

No. 7. Electrical properties of cotton; some references to the literature, ...
1931-date. November 1939.

No. 8. Sea island cotton; selected references. November 1939.

No. 9. Cotton picking machinery; a short list of references. March 1940, '.I

No. 10. The tomato industry in Puerto Rico and Cuba; a short list of rofor- .J
oncos. Juno 1940. I

No. 11. The dairy industry in the United States; selected references on the Il
economic aspects of the industry. July 1940.

No. 12, Planning for the faimor; a short reading list of free and inoxpensinl,
material. July 1940. ,

No. 13. Indirect flood damages; a list of references. August 1940. :,

No. 14. Relocation of farm families; selected references on settler relo CstlQ,
September 1940. %:12 .

No. 15. Homestead tax exemption in the United States; a selected list of '
references. October 1940. a c i

No, 16, Mate'; a list of references, October 1940.,

No. 17, Exhibits; a selected list of references. November 1940,

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