Description: This listing is for an extremely rare set of marketing material from THE COLOR RESEARCH INSTITUTE OF AMERICA THE DIRECT MAIL INSTITUTE OF AMERICA There are different dates on the various items all from the 1940's This was some of the very early work of LOUIS CHESKIN The material included in this listing is most certainly some of the earliest materials relating to Louis Cheskin. I believe that the material was from a person who worked at Mr. Cheskin's firm in Chicago. Published in 1951, Louis Cheskin's groundbreaking Color for Profit initiated a scientific approach to color and design. THIS GROUP OF RESEARCH, REPORTS AND MARKETING INFORMATION was published prior to Mr. Cheskin being recognized as one of the great Marketer / Advertising Researcher of all time. Included in this listing 2 - Sets of COLOR RESEARCH INSTITUTE OF AMERICA - DIRECT MAIL TECHNIQUES - A leather like folder with 12 different inserts promoting Direct MailReply EnvelopesAddressingEnclosuresPostage Form of MailingReply FormsFollow-UpsEnvelopesColor and IllustrationsColor Letterheads COLOR RESEARCH INSTITUTE OF AMERICA - THE COLOR PROPHET - A leather like binder with approximately 30 sections showing different colors and fonts. Please note: The cover is loose COLOR RESEARCH INSTITUTE OF AMERICA - POWER OF COLOR - By George Gaw, Louis Cheskin and Ruth O'Bryan - 16 page research document COLOR RESEARCH INSTITUTE OF AMERICA - COLOR AND LAYOUT IN PUBLICATIONS ADVERTISING - By George Gaw, Louis Cheskin and Ruth O'Bryan - 12 page research document COLOR RESEARCH INSTITUTE OF AMERICA - POWER OF COLOR AND DESIGN IN PACKAGING - By George Gaw, Louis Cheskin and Ruth O'Bryan - 14 page research document 2 Sets of COLOR RESEARCH INSTITUTE OF AMERICA - ANALYSIS OF DIRECT MAIL PLANNING GUIDE FORMATS - By George Gaw, Louis Cheskin and Ruth O'Bryan - 13 page research document HOW 1231 COMPANIES HANDLE INQUIRIES BY MAIL - Published by DIRECT MAIL RESEARCH INSTITUTE - A Large binder with many pages of research that was noted as 'IMPORTANT NOTICE TO OUR SUBSCRIBERS. The sections included: InquiriesFollow-upsLettersCopyReply FormsEnvelopesCatalogsEnclosuresPostage SamplesColor Summary BOOKLET - HOW TO INCREASE THE PRESTIGE OF YOUR MAIL Large CARDBOARD DISPLAY - WHO OPENS THE MAIL 2 - Large CARDBOARD DISPLAY - COLOR PAYS FOR DITTO Some information on Mr. Cheskin: Louis Cheskin was a scientific researcher, clinical psychologist, and marketing innovator. Born in the Russian Empire on February 17, 1907, he was a one-time Works Progress Administration (WPA) artistic supervisor.[1] He died of a heart attack at Stanford University Hospital on October 10, 1981, at age 72. He observed that people's perceptions of products and services were directly related to aesthetic design, and named this relationship sensation transference. Cheskin spent most of his life investigating how design elements impacted people's perceptions of value, appeal, and relevance. He also discovered that most people could not resist transferring their feelings towards the packaging to the product itself. Based on consumer feedback, Cheskin recommended changing the colour of Jelke's Good Luck margarine from traditional white to yellow. Furthermore, he changed the wrapper material from waxed paper to foil to represent a higher quality product. These simple recommendations dramatically improved the product's sales, and are still in use for many margarine and dairy products. In the late 1940s, there were several consultants using this approach, then called motivational research, for market research based on psychological understanding. The first was probably the Bureau of Applied Social Research, founded by Paul Lazarsfeld in New York City. Though largely unsuccessful, it began the Institute for Motivation Research, founded by Lazarsfeld's student Ernest Dichter. Another public relations firm was Bernays & Co., founded by Edward Bernays. These two companies met success with their Freudian approach to marketing. Louis Cheskin had a contrasting approach. In the 1930s, he founded the Color Research Institute of America in Chicago, renamed Louis Cheskin Associates. He was one of the first marketers to use customer-centric methods and to value direct customer input above marketers' expectations or guesses about customers' needs. Please feel free to message any questions to me.
Price: 1950 USD
Location: Lake Zurich, Illinois
End Time: 2024-12-25T01:28:08.000Z
Shipping Cost: N/A USD
Product Images
Item Specifics
Restocking Fee: No
Return shipping will be paid by: Buyer
All returns accepted: Returns Accepted
Item must be returned within: 30 Days
Refund will be given as: Money Back
Brand: Color Research Institute of America
Color: Multi-color
Date of Creation: 1947
Country/Region of Manufacture: United States
