Abstract:

I want to stress the fact that the ultimate objective of an advertiser is not sales but profit. Some advertisers will be delighted and we may even earn a lot of money as profit-measurers. But then, an advertising campaign should be dismissed as ineffective, only because, for example, the firms buying department happens to have been so stupid as to purchase raw materials at a far too high price. And on the other hand, we should praise an advertising campaign as very effective, not for the large sales it produces but all the way to the large profits.