Presents a simple model whose objective is to utilize existing and ongoing survey data in order to allow the advertising manager to segment the market in an optimum way. Shows how segmenting the market in such a way maximizes the budgetary constraints of the advertising manager.

Develops a model incorporating expected market potential derived from customers' purchasing expectations. Suggests that this can be used as a basis for advertising strategies. Claims to present a movement towards the ideal of marginal returns from marginal advertising outlays.