Advertising research utopia 1961? (German)

Abstract:

The subject of my paper is stated as a question, as you observe. It implies some well-founded doubts regarding our ability, seriousness, and determination to carry out basic advertising research which can tell us one day how advertisers and agencies can spend their sometimes huge sums of money in a more efficient, more economical way. The methods are there, Du Pont researchers have started using them - what are we waiting for?

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