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DECEMBER 28, 1964
\ • • in the eye of the beholder'
Beauty may have to make room for truth if the eye becomes the laboratory where either is examined; Marplan's Perception Lab is proving the eye, like a fingerprint, doesn't lie, much to its clients' benefit
■ "Half of my advertising is wasted — but I don't know which half."
Most advertising sophisticates are not only familiar with that quotation (attributed to various sources), but expect to hear it at least once in every third speech at ad functions. Many believe that the author, whoever he was, was likely right. Many heavy investors in all media today are positive that there is enough truth in the quotation to cover some of their own ad problems. Others at least suspect that their advertising investment isn't delivering 100 percent efficiency.
Most advertisers and agencies have long regarded their advertising seriously enough to try to do
December 28, 1964
something about this ad problem.
Particularly since the time that broadcast advertising brought intensified competition to the advertising world has the probing of consumer behavior expanded in search of greater advertising efficiency.
One of the razor-edged contentions with which all ''reaction" research is slashed — particularly when it confronts competition — is that opinions, as stated by the people who hold them, are suspect for many reasons. Bluntly, what people say they think and what they really think are two different things. Overcoming this accusation has constantly been the thorn in any side of opinion research.
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