['Mr.', 'Page', 'Five', 'September', '20,', '1978', 'G.', 'Novak', 'When', 'analyzing', 'a', 'particular', 'concept,', 'the', 'difference', 'and', 'importance', 'ratios', 'are', 'inputted', 'into', 'the', 'model', 'and', 'advertising', 'is', 'held', 'constant', 'at', '2.5.', 'A', '"share"', 'number', 'is', 'cranked', 'out', 'by', 'the', 'model', 'and', 'is', 'used', 'to', 'classify', 'the', 'concept:', 'Classification', 'Projected', '"Share"', 'High', 'potential', '.55+', 'Qualified', 'potential', '.25', '.54', 'Low', 'potential', 'Less', 'than', '.25', 'A', 'couple', 'of', 'points', 'should', 'be', 'made', 'about', 'the', 'model:', 'a.', 'As', 'stated', 'in', 'other', 'reports,', 'an', 'idea', 'which', 'is', 'very', 'different', 'but', 'not', 'important', 'will', 'be', 'projected', 'to', 'be', 'a', 'good', 'concept', '(as', 'was', 'MORE).', 'Such', 'concepts', 'should', 'be', 'treated', 'cautiously.', 'projections.', 'Immediate', 'Issues', 'There', 'are', 'several', 'issues', 'which', 'must', 'be', 'addressed', 'in', 'the', 'immediate', 'future.', 'These', 'are:', 'a.', 'Model', 'update', 'b.', 'Possible', 'model', 'revisions', 'c.', '"Solo"', 'and', '"spinoff"', 'brands', 'd.', '1Investigation', 'into', 'attribute', 'relationships', 'a.', 'Model', 'update:', 'The', 'brands', 'which', 'have', 'been', 'tested', 'since', 'the', 'model', 'has', 'been', 'developed', 'should', 'be', 'included', 'in', 'the', 'regression.', 'Specifically,', 'the', 'brands', 'are:', 'REAL,', "70's,", 'and', '(perhaps)', 'CAMEL', 'Lights.', 'b.', 'The', 'model', 'uses', 'ratios', 'as', 'input,', 'as', 'this', 'continued', 'to', 'give', 'the', 'best', 'regression', 'fit.', 'However,', 'ratios', 'can', 'be', 'unstable', 'if', 'the', 'top', 'two', 'boxes', 'get', 'a', 'large', 'percentage', 'of', 'the', 'votes.', 'This', 'can', 'result', 'in', 'unrealistic', '"share"', 'b.', 'Possible', 'model', 'revisions:', 'The', 'model', 'should', 'be', 'reviewed', 'for', 'theoretical', 'integrity.', 'One', 'area', 'may', 'be', 'to', 'get', 'away', 'from', 'using', 'the', 'ratios', 'due', 'to', 'the', 'problems', 'mentioned', 'earlier.', 'Another', 'area', 'is', 'to', 'treat', 'advertising', 'differently', '(perhaps', 'as', 'a', 'percentage', 'of', 'the', 'category', 'spending)', '.', 'Also,', 'Greg', 'Totterdale', 'has', 'some', 'ideas', 'about', 'restructuring', 'the', 'equation.', 'YIoL', 'cco1g']