Research Methods in Advertising

THE purpose of research in any phase of a business is to secure facts, develop methods, or establish principles which may be helpful in conducting that business-in brief, to eliminate waste and to bring about more economic management. Waste in business is doubtless larger than most of us realize. It is probably larger in the field of distribution than in production. The chief sources of waste in advertising, which is closely allied with marketing, seem to be: (a) Failure to coo5rdinate advertising policies and work with the general policies of the concern and the activities of its operating departments; (b) Use of advertising for commodities which, with an increasing volume of sales, do not yield a satisfactory profit; (c) Failure to make all representations truthful; (d) Use of ineffective advertising, that is, poor copy and bad presentation

Advertising · Business · Business Strategies and Innovation

• Psychology in industry

  Morris S Viteles•Psychological Bulletin•1928

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