TITLE

Talk fosters ad guidelines

AUTHOR(S)
McClain, Doug; Spethman, Betsy
PUB. DATE
August 1990
SOURCE
Advertising Age;8/13/1990, Vol. 61 Issue 33, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
10484831

 

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