The subject of this paper is a double one. The first intention is to try to find out what the Germans have done and are doing as far as travel and tourism is concerned and in the second part of this paper I want to develop some ideas of what might be done to evaluate the future development of German tourism and travel. The second part should be of equal interest to operators of travel and tourism and to the carriers. There might also be some hints for the travel-bureaux offering tourist advice and booking facilities.
My paper especially deals with the second stage in the advertising cycle, "Creative development". When it is the researcher's job to assess rough campaigns in order to stimulate new creative ideas and eliminate creative errors. Telpex is the combination of videotape-production combined with small-sample qualitative consumer research, developed by the London Press Exchange and now used for producing and researching layout commercials speedily and inexpensively for clients in England, the Continent and, since April this year , in the United States.