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Updated: May 18, 2025
The same advertisement never occurred on the same page; every page, unless it was covered by a full-page advertisement, offered a combination of various announcements. It is evident that by this arrangement every single advertisement occupied the same space, as the 8 times repeated eighth-page advertisement filled a full page too.
On the whole, the same relation exists for both groups, but the climax of psychical efficiency was reached in the case of the men by the 4 times repeated fourth-page, in the case of the women by the 8 times repeated eighth-page. The 4 times repeated fourth-page in the case of the women was 0.45, in the case of the men, 0.51, the 8 times repeated eighth-page, women, 0.53, men, 0.37.
If we make the same calculation, not for the totality of the advertisements but for those of a particular size, we find that the memory-value for the full-page advertisement was 0.33, for the 2 times repeated half-page advertisement, 0.30, for the 4 times repeated fourth-page advertisement, 0.49, for the 8 times repeated eighth-page advertisement, 0.44, and for the 12 times repeated twelfth-page advertisement, 0.47.
Every one of the 6 full-page advertisements which we used occurred only once, each of the 12 half-page advertisements was given 2 times, each of the fourth-page size, 4 times, each of the eighth-page size, 8 times, and each of the twelfth-page size, 12 times. The repetitions were cut from 12 copies of the magazine number.
I am inclined to believe that the ascent of the curve of the memory-value from the full-page to the fourth-page or eighth-page would have been still more continuous, if the whole-page advertisements had not naturally been such as are best known to the American reader. The whole-page announcement, therefore, had a certain natural advantage.
This series of experiments suggested accordingly that the memory value of a fourth-page advertisement is much smaller than one fourth of the memory-value of a full-page advertisement, and that of an eighth-page again much smaller than one half of the psychical value of a fourth-page.
When we study these 300 answers which the 30 persons wrote as their first 10 reproductions, and calculate from them the chances which every one of the 60 advertisements had for being remembered, we obtain the following values: The probability of being remembered among the first 10 was for the full-page advertisement, 0.5, for the half-page 2 times repeated, 1.2, for the fourth-page 4 times repeated, 2.9, for the eighth-page 8 times repeated, 2.3, and for the twelfth-page 12 times repeated, 2.4.
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