The importance of cultural trends in market planning

Date of publication: September 1, 1972


It is important to measure changes in cultural trends, if advertisers are to increase the effectiveness of their planning. Our work on the Yankelovich Monitor has demonstrated that such data can be applied in a disciplined way, both as a checklist and as a stimulus for new ideas. Such research will become increasingly relevant, as trends change more quickly, and similar surveys, outside the United States, will fulfil a necessary role.

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