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tell you the same if they were honest: The great fault of advertising is the amount of overspending involved, the amount of wandering from one medium to another without trying to really check results, the matter of overstocking on space, heing wasteful with the number of insertions. In a nutshell, you can sum it up by saying that most campaigns in advertising are done too quickly, with too much spread over too many media, so that the most expensive campaign and often the most successful doesn't show what caused the success. I don't believe that it is a matter of blanketing, of mass coverage."
The fascination of numbers — the frantic effort to "cover,'' "reach" or "hit" — often causes an advertiser to neglect the personality of a medium, its functional qualities and their effect on the reader or listener. Dr. Dichter found. Even criteria like "economic level" of the audience — a formula accepted as a convenient yardstick — are overshadowed by the conception of numbers, as can be seen by this remark of a Chicago agency v.p. :
"The reason the (newspaper) is good is not because they got a better class of readers, but because they have so many."
Additionally the "idol of circulation" blinds many advertisers to the vital question: "Does this particular medium produce an attitude in the reader or listener favorable or unfavorable to the medium's advertising?"
A co-owner of a New York agency, whose thinking is more searching than the average, showed how advertisers continually confuse the vehicle with its advertising value. The example he used was that of an advertiser buying an hour-long network radio show whereas he needed local impact. The agency partner's conclusion: "You are paying to be ignored."
To Dr. Dichter "unit circulation cost" is another "illusion":
"In his general uncertainty about effectiveness and sales results of his advertising, the agencyman looked for some formula that might help him to make up his mind in selecting and at the same time provide him with a convenient tool in selling his choice to the client. The media men readily sensed the need on the part of agencies and clients, and thus the unit circulation cost formula was born. We found that this formula is accepted by most agencymen as a convenient yardstick
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