A famous company president once said:
“Advertising, to me, is really one of the mysteries of American business. I
can inventory my stock. I can calculate the cost of my factories. I can figure
my taxes, estimate my depreciation, determine my sales cost, derive my return
per share. Yet, there are times when I spend as much as $18,000,000 a
year on advertising—and have no idea what I am really getting for my


1. The number of people who remember (and who do not remember) your
current advertising. We call this PENETRATION.

2. The number of customers in each group. The difference in these two figures
shows how many have been pulled over to the usage of your product by your
advertising. We call this USAGE PULL.