Abstract:

Case histories written by manufacturers are always more direct than those by advertising agencies or research suppliers: fewer axes are being ground. Case histories have more personality than abstract listings of factors or methods. So this early description of the preoccupations and priorities of a famous consumer goods manufacturer makes a suitable early paper in this book. It describes the real world in which decisions are actually made rather than talked about. It places advertising strategy firmly in the context of marketing strategy. We also see an argument for corporate advertising and other costs to be considered separately from the accounting on individual products - a distinction which most multi-product companies have frequently to make. Note also the emphasis on the purpose of research rather than on details of method.