117. The following appeared in a memorandum from the director of marketing for a pharmaceutical company.
“According to a survey of 5,000 urban residents, the prevalence of stress headaches increases with educational level, so that stress headaches occur most often among people with graduate-school degrees. It is well established that, nationally, higher educational levels usually correspond with higher levels of income. Therefore, in marketing our new pain remedy, Omnilixir, we should send free samples primarily to graduate students and to people with graduate degrees, and we should concentrate on advertising in professional journals rather than in general-interest magazines.”
1The result of the survey is unbelievable until the facts ,such as who held the survey; who responded to the survey, are given.
2Higher income does not guarantee higher purchase of the company's product.
3It can be more costly to publish advertisement on professional journals than on the general-interest magazines, thus making the proposal not practical.
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