This is how the associative Laws of Habit and Intensity affect the power
of recall.

* * * * *

[Sidenote: _Applications to Advertising_]

There is no department of business to which the application of these
Laws of Recall is so apparent as the department of advertising. The most
carefully worded and best-illustrated advertisement may fail to pay its
cost unless the underlying principles of choice of position, selection
of medium and size of space are understood. The advertisers in
metropolitan newspapers and magazines of large circulation are the ones
who have most at stake. But whatever the field to be reached, it is well
to bear in mind certain facts based on the Laws of Recall that have been
established by psychological experiment.

Most advertisers have a general idea that certain relative positions on
the newspaper or magazine page are to be preferred over others, but they
have no conception of the real differences in relative recall value.
When the great cost of space in large publications is considered the
financial value of such knowledge is evident.

By a great number of tests the relative recall value of every part of
the newspaper page has been approximately determined. It has been
found, for example, that a given space at the upper right-hand corner of
the page has more than twice the value of the same amount of space in
the lower left-hand corner.

[Sidenote: _Effect of Repetitions_]