The Mind of the Buyer

6 6 TH E M I N D O F TH E BUY E R
th ey serve, m ay b e discovered a n d m easured.
iVith a ddi ti onal lab or a nd collab ora ti on b e
tween psychol ogi cal l aborat ory a nd a dve rtis
ing copy-room, we may h op e to develop a kind
of m easuremen t which m ay ultim a tely b e of
g rea t se rvice to th e a dvertise r.
A dapt copy t o medium. After h avi ng de
cide d wh a t m edium s to use, th e a dvertise r
who is alive to th e p sych ological fac tors
invol ve d i n selling to group b uye rs, will
d evi se fo r ea ch m edium a pi ec e o f copy which
will b e a pp ropri ate to th e p sych ological
cha rac teristic s o f th e p ublic th a t rea ds i t. A
goo d exampl e of suc h a dapt a tion which was
succe ssfully m a de even i f i t c oul d no t b e based
up on sci entific difi erentiatio n between p ub
l ies, is rep o rte d by M r. F ra nk F ehlma n who ,
a s sal e s m anage r o f H. TV. G ossa rd Company,
planne d a n a dvertising camp aign involving
th e use of el even na tional woman’s magazines.
H e was c onvi nced th a t each o f th ese pe rio di
c als serve d a typic al group of w omen, a nd
th a t his c opy sh o ul d b e a dap te d to th e per
so nal ity o f each of these typ e s. La cki ng
ma th ema tical cha rac te ri za tion of th es e type s,
h e sough t th e edi to r of eac h magazi n e a nd
a sked fo r a descrip tion o f th e typical reader,
a s h e, th e e dito r, visualize d h e r. Th e a dver