It was mostly tabulated figures that made little sense to Burckhardt and Swanson, but at the end was a summary that said:

Although Test 47-K3 pulled nearly double the number of new users of any of the other tests conducted, it probably cannot be used in the field because of local sound-truck control ordinances.

The tests in the 47-K12 group were second best and our recommendation is that retests be conducted in this appeal, testing each of the three best campaigns with and without the addition of sampling techniques.

An alternative suggestion might be to proceed directly with the top appeal in the K12 series, if the client is unwilling to go to the expense of additional tests.

All of these forecast expectations have an 80% probability of being within one-half of one per cent of results forecast, and more than 99% probability of coming within 5%.

Swanson looked up from the paper into Burckhardt's eyes. "I don't get it," he complained.

Burckhardt said, "I don't blame you. It's crazy, but it fits the facts, Swanson, it fits the facts. They aren't Russians and they aren't Martians. These people are advertising men! Somehow—heaven knows how they did it—they've taken Tylerton over. They've got us, all of us, you and me and twenty or thirty thousand other people, right under their thumbs.

"Maybe they hypnotize us and maybe it's something else; but however they do it, what happens is that they let us live a day at a time. They pour advertising into us the whole damned day long. And at the end of the day, they see what happened—and then they wash the day out of our minds and start again the next day with different advertising."

wanson's jaw was hanging. He managed to close it and swallow. "Nuts!" he said flatly.

Burckhardt shook his head. "Sure, it sounds crazy—but this whole thing is crazy. How else would you explain it? You can't deny that most of Tylerton lives the same day over and over again. You've seen it! And that's the crazy part and we have to admit that that's true—unless we are the crazy ones. And once you admit that somebody, somehow, knows how to accomplish that, the rest of it makes all kinds of sense.

"Think of it, Swanson! They test every last detail before they spend a nickel on advertising! Do you have any idea what that means? Lord knows how much money is involved, but I 

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