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2fi article* of media study
now beinif printed in book form
The 26 articles of the All-Media Evaluation Study art now being reprinted in book form. Copies should be available in August at $4 each. Volume will run to about 200 pages, 130,000 words, sponsor format, with all the numerous tables, (■hurts dud surveys as they appeared in tlu original articles. Agencies, advertisers, broadcasters will find volume most complete on media evaluation published to date. You may order now.
Highlights of the All-Media study
Here's a summary of what each of 26 articles in 2-year study contains. You will want to read, then file this with study as convenient reference
Sponsor's two-year All-Media Evaluation Study will have been time wasted if the agencyman, advertiser and broadcaster for whom it was undertaken don't use it.
To give you an idea of its scope the following summary i next three pages) was prepared. You'll find it not onlj a concise digest of what the study entailed hut also a reminder of what you might have overlooked or forgotten when the articles first appeared. After reading it. we suggest \<»u file it with your media articles as a reference.
For those who want the study in book form, we BUggest \>>u order the hound volume due to be published in August at $4 a copy.
Here are the 10 most important conclusions of the series i for a full discussion, see 28 June 1954 issue) :
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1. Media evaluation lags far behind copy, market.
2. Much money is wasted on noa-scientific practices.
3. Lack of research on much advertising is appalling.
4. On the other hand, widespread acceptance of many new "tools" is equalK had.
5. Refusal to experiment in use of media is notorious.
6. Methods for choosing media, especiallv for new products, are often primitive.
7. Much research to prove one medium "best is useless.
8. It is possible to set up an accurate intermedia test.
9. Reasons given by some advertisers for not using air media are incredible.
10. Psychology, especially study of motivations, has a vital place tn media evaluation. * * *
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