Abstract
EVEN the most retarded observer is aware that computers “have arrived” in advertising. It is a rare conversation currently that is not peppered with acronyms representing one or another computerized scheme for getting the advertising job done. Such a state of the art is encouraging, but perplexing to many people. Unless one's training happens to include notions of “32K storage”, “random access devices”, “matrix eigenvector programs”, and the like, it is relatively easy to become intimidated (or nauseated) by the pace of technology. In perhaps a shy, but nevertheless quite sincere spirit, one feels compelled to wonder just what computers have to do with making advertising decisions. Put another way, one wishes to know the nature and extent of the man‐machine relationship as regards advertising decision making. Does the machine supplant or complement man? To what extent and in what ways? What does the computer leave to the human's judgment? Is the time‐honoured notion of creativity in advertising losing currency?
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