Broadcasting Telecasting (Jan-Mar 1962)

t I your product. All this is available to you through ably directed and skillfully conducted research. You need not think of this research as a substitution, by any means, for the great men of management and advertising who sense and perceive what the public is going to want — even before the public knows what it wants and can tell the researchers the facts. You need not think of research as a substitute for the creative selling idea. But isn't all the information research can provide a highly important aid to you in making a well-informed judgment? Can't it be a real help in cutting down profit risk? Today— when profit margins are tighter than ever — you will undoubtedly want to look for the best over-all agency service, including the best research you can get. YOUNG & RUBICAM, Advertising Will your advertising's promise of profits be kept? Every investment in advertising is made in the expectation of a profitable return. Some expectations are more valid than others, for there is a great deal that the best advertising agencies can do to help eliminate profit risk. They can, for example, develop realistic situations which will tell you how many prospects are likely to notice, pay attention to and remember your advertising. They can tell you how your advertising is likely to affect people: whether it will leave them hostile or friendly, indifferent or interested. They can test products and prices and packages. Actual market tests they conduct will indicate a campaign's selling power, perhaps strengthen it. And in addition, they can develop a great deal of realistic information about the size, and the profit potential, of the market position you intend to give BROADCASTING, January 15, 1962 61