Abstract:

The title of this expose might possibly be misleading as it does not concern an entirely new method of measuring advertising penetration by some simple formula. It is concerned rather with a process of analysis, using as a basis information which in most cases is readily available. At the same time, it does not require, in any way, a modification of the usual research procedures used for penetration surveys, because.it concerns basically the bringing together of a certain number of given facts which are more often considered separately. It is in fact, a supplementary analysis which attempts to take into account in a more integrated manner the problems of penetration. When speaking of advertising penetration, one speaks, in fact, of two things, one of which is limited in scope while the other attempts to assemble together all the different elements of which penetration consists.