Abstract:

This paper appears to he immediately concerned with advertising penetration. I propose to suggest that more formal analysis of the general notions used in marketing is extremely relevant and practical. There is a special reason for taking advertising penetration as an example of my theme. The subject is one which for me is associated with a peculiar problem (the nature of which is immaterial) over the technique to be used for its measurement. To resolve this problem, a closer study of the nature of the concept of advertising penetration was made, and certain investigations undertaken to show some of the implications of faulty definition. Some of this material is included in a condensed form in the paper which follows. The paper itself is presented in two parts. The first part consists of an examination of the term advertising penetration, from which it will be evident that I believe that what appears to be obvious should hot be accepted at its face value. The second part relates to the advantages of two possible measurement techniques.