Garden City: Doubleday, Page & Company, 1922.
First Edition. Hardcover. Good. 7.5" x 5", 203 pp, illustrated and indexed. A good, sound copy with rubbing to covers, reinforced hinges, internal library discard markings. An important work aimed directly at advertisers (rather than store owners), and offering a "scientifc" approach based on the compilation of a considerable amount of data. Fischer argues that both ad agencies and manufacturers have failed to recognize "the need of a definite linking up and rounding out of the [advertising] campaign by means of properly planned dealer display." Subjects covered include motivating retailers and getting placement in their windows, distribution of window and store display material through the sales force, what determines the "life" of a display, obtaining and capitalizing on counter space, how much sales may increase through displays (citing several interesting research studies), continuity in display use, and the artistic elements of display creation, such as imagination, color, and motion.