Talk fosters ad guidelines

McClain, Doug; Spethman, Betsy
August 1990
Advertising Age;8/13/1990, Vol. 61 Issue 33, p34
Trade Publication
The article provides information on a technique developed by marketing research consultancy Linguis-Techs which determines the spending patterns of consumers projected based on their language patterns. From that, Linguis-Techs creates a copywriting guideline, suggesting structure and wording. Researchers conduct a 10-minute telephone or personal interview with a random sample of the target audience. The advantage of the approach is that it uncovers the patterns of decision-making that are not accessible through the usual market research methods. Two New York advertising agencies specializing in medical trade advertising have expressed interest in exclusive rights to the technique.


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