IF an order of importance has to be decided in the assessment of industrial marketing tools, unquestionably advertising would be most frequently regarded as of the highest importance. Advertising is expensive and in its effect unpredictable; thus advertising poses one of the most difficult areas for management decisions and, therefore, one in which the accumulation of any knowledge is disproportionately valuable. Mistakes in advertising strategy and technique are costly and difficult to rectify. For this reason advertising research is taking on a new importance as industrial advertising begins to move into a dominating position in industrial marketing operations.