In recent years considerable attention has been paid by marketing theorists to the role of advertising and other promotional activities within the marketing policy of the firm and to their optimal setting in the combined operation of the various instruments available to such a policy. These authors have generally assumed, in their discussions, that the spending of money on advertising was done in an efficient way as far as the choice of media and of purchase motivating themes are concerned. Now we all know that in practice the right choice of media and of advertising themes is quite a bit of a problem. It is the object of this paper to consider in some detail the second of these two fields, viz. the efficient selection of purchase motivating themes for activation through advertising and other promotional activities.