Abstract:

In the original printed paper I said that a difficulty about the concept of "focus" was to know how to measure it, and that the nearest I could get was the brand image questioning system used on the API, which allows people to mention or not mention brands on statements . If a brand is not mentioned on a statement, it may be presumed "out of focus" on it. In my spoken paper I had intended to mentionsome more pieces of evidence for the existence of "focus".