Abstract:

This brief "compte rendu" shows us how little has changed in over thirty years. Its first sentence must have been repeated in different ways in every country and in every succeeding year: because advertising costs are particularly high, even greater efficiency is called for. It is also salutary to see how an industrial advertising problem raises exactly the same points as in consumer advertising: choice of the target and selection of the proposition or advertising claim. The methods which helped these decisions sound respectable today and will still be in use thirty years from now. The only difference which a consumer goods strategist might pick on is the assumption that his target will put in correct order a set of possible product claims. In this particular case the technique looks valid and economical.