This is the Associative Law of Contiguity considered from the standpoint of recall. The points of contiguity are different for different individuals. Similarities and nearnesses will awaken all sorts of associated groups of ideas in one person that are not at all excitable in the same way in another whose experiences have been different. Law III. _The greater the frequency and intensity of any given experience, the greater the ease and likelihood of its reproduction and recall._ [Sidenote: _Laws of Habit and Intensity_] This explains why certain groups in any complex are more readily recalled than others--why some leap forth unbidden, why some come next and before others, why some arrive but tardily or not at all. 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_]