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Chapter 08 - Integrated Marketing Communications
8-1
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Chapter 8
INTEGRATED MARKETING
COMMUNICATIONS
HIGH-LEVEL CHAPTER OUTLINE
1. Strategic Goals of Marketing Communication
1.1. Create Awareness
1.2. Build Positive Images
1.3. Identify Prospects
1.4. Build Channel Relationships
1.5. Retain Customers
2. The Promotion Mix
3. Integrated Marketing Communications
4. Advertising: Planning and Strategy
4.1. Objectives of Advertising
5. Advertising Decisions
5.1. The Expenditure Question
5.1.1. Percent of Sales
5.1.2. Per-Unit Expenditure
5.1.3. All You Can Afford
5.1.4. Competitive Parity
5.1.5. The Research Approach
5.1.6. The Task Approach

8-2
5.2. The Allocation Question
5.2.1. Message Strategy
5.2.2. Media Mix
6. Sales Promotion
6.1. Push versus Pull Marketing
6.2. Trade Sales Promotions
6.3. Consumer Promotions
6.4. What Sales Promotion Can and Can’t Do
7. Public Relations
8. Direct Marketing
DETAILED CHAPTER OUTLINE
1. Strategic Goals of Marketing Communication
• Marketers seek to communicate with target customers for the obvious goals of
increased sales and profits.
1.1. Create Awareness
• Marketing communications designed to create awareness are especially
important for new products and brands in order to stimulate trial purchases.
• As an organization expands globally, creating awareness must be a critical
goal of marketing communications.
1.2. Build Positive Images
• When products or brands have distinct images in the minds of customers, the
customers better understand the value that is being offered.
• A major way marketers create positive and distinct images is through
marketing communications.
1.3. Identify Prospects
• Identifying prospects is becoming an increasingly important goal of marketing
communication because modern technology makes information gathering,
much more practical, even in large consumer markets.
• Technology now enables marketers to stay very close to their customers.

8-3
1.4. Build Channel Relationships
• When producers use marketing communications to generate awareness, they
are also helping the retailers who carry the product.
• Producers may also arrange with retailers to distribute coupons, set up special
displays, or hold promotional events in their stores, all of which benefit
retailers and wholesalers.
• Retailers support manufacturers when they feature brands in their ads to
attract buyers.
• Cooperating in these marketing communication efforts can build stronger
channel relationships.
1.5. Retain Customers
• Loyal customers are a major asset for every business. It costs far more to
attract a new customer than to retain an existing customer.
• Marketing communications can support efforts to create value for existing
customers.
• They can serve as source of information about product usage and new
products being developed.
• They can also gather information from customers about what they value, as
well as their experiences using the products.
2. The Promotion Mix
• The promotion mix concept refers to the combination and types of nonpersonal and
personal communication the organization puts forth during a specified period. There
are five elements of the promotion mix:
1. Advertising is a paid form of nonpersonal communication about an organization,
its products, or its activities that is transmitted through a mass medium to a target
audience.
2. Sales promotion is an activity or material that offers customers, sales personnel,
or resellers a direct inducement for purchasing a product.
3. Public relations is a nonpersonal form of communication that seeks to influence
the attitude, feelings, and opinions of customers, non customers, stock holders,
suppliers, employees, and political bodies about the organization.
4. Direct marketing uses direct form of communication with customers. Its objective
is to generate orders, visits to retail outlets or requests for further information.
5. Personal selling is face-to-face communication with potential buyers to inform
them about and persuade them to buy an organization’s product.

8-4
3. Integrated Marketing Communications
• In many organizations, elements of the promotion mix are often managed by
specialists in different parts of the organization or, in some cases, outside the
organization when an advertising agency is used.
• The goal of integrated marketing communications is to develop marketing
communications programs that coordinate and integrate all elements of promotion so
that the organization presents a consistent message. The concept of integrated
marketing communication is illustrated in Figure 8.1.
• It is generally agreed that potential buyers usually go through a process of:
1. awareness of the product of service,
2. comprehension of what it can do and its important features,
3. conviction that it has value for them, and
4. ordering.
• The goal of integrated marketing communication is an important one, and many
believe that it is critical for success in today’s crowded marketplace.
4. Advertising: Planning and Strategy
• Advertising seeks to promote the seller’s product by means of printed and electronic
media.
• From a marketing management perspective, advertising is an important strategic
device for maintaining a competitive advantage in the marketplace.
4.1. Objectives of Advertising
• There are at least three different viewpoints about the contribution of
advertising to the economic health of the firm.
• The generalist viewpoint is primarily concerned with sales, profits, return on
investment, and so forth.
• At the other extreme, the specialist viewpoint is represented by advertising
experts who are primarily concerned with measuring the effects of specific
ads or campaigns.
• A middle view, one that might be classified as more of a marketing
management approach, understands and appreciates the other two viewpoints
but, in addition, sees advertising as a competitive weapon.
• Objectives for advertising can be assigned that focus on creating awareness,
aiding comprehension, developing conviction, and encouraging ordering.
• In the long run and often in the short run, advertising is justified on the basis
of the revenue it produces.
• Since most business firms do not have the data required to use the marginal
analysis approach, they employ less-sophisticated decision-making models.
• The ultimate objective of the business advertiser is to make sales and profits.

8-5
• Marketing managers must also be aware that advertising not only
complements other forms of communication, but is subject to the law of
diminishing returns.
• Refer Marketing Insight 8-2 for an understanding of the levels of integrated
marketing communications.
5. Advertising Decisions
• The marketing managers must make two key decisions:
1. determining the size of the advertising budget and
2. determining how the advertising budget must be allocated.
• Many marketers have lost sight of the connection between advertising spending and
market share. They practice the art of discounting: cutting ad budgets to fund price
promotions or fatten quarterly earnings.
• Companies employing these tactics may benefit in the short term but may be at a
severe competitive disadvantage in the long term.
5.1 The Expenditure Question
• Most firms determine how much to spend on advertising by one of the
following methods.
5.1.1. Percent of Sale
• This is one of the most popular rule-of-thumb methods, and its appeal
is found in its simplicity. This approach is usually justified by the
following arguments:
1. advertising is needed to generate sales,
2. a number of cents out of each dollar of sales should be devoted to
advertising in order to generate needed sales, and
3. the percentage is easily adjusted and can be readily understood by
other executives.
• The percent-of-sales approach is popular in retailing.
5.1.2. Per-Unit Expenditure
• In per-unit expenditure, a fixed monetary amount is spent on
advertising for each unit of the product expected to be sold.
• This method is popular with higher-priced merchandise, such as
automobiles or appliances.
• Here the seller realizes that the reasonably competitive price must be
established for the products in question and attempts to cost out the
gross margin.
• The basic problem with this method and the percentage-of-sales
methods is that they view advertising as a function of sales, rather than
sales as a function of advertising.

8-6
5.1.3. All You Can Afford
• Here the advertising budget is established as a predetermined share of
profits or financial resources.
• The availability of current revenues sets the upper limit of the ad
budget.
• The only advantage to this approach is that it sets reasonable limits on
the expenditures for advertising.
• From the standpoint of sound marketing practice, this method is
undesirable because there is no necessary connection between liquidity
and advertising opportunity.
5.1.4. Competitive Parity
• This approach is often used in conjunction with other approaches, such
as the percentage of sales method.
• The basic philosophy underlying this approach is that advertising is
defensive.
• From a strategy standpoint, this is a “followership” technique that
assumes that the other firms in the industry know what they are doing
and have similar goals.
• Competitive parity is not a preferred method, although some
executives feel it is a safe approach.
5.1.5. The Research Approach
• Here the advertising budget is argued for and presented on the basis of
research findings.
• Although the research approach is generally more expensive than
some other models, it is a more rational approach to the expenditure
decision.
5.1.6. The Task Approach
• Well-planned advertising programs usually make use of the task
approach, which initially formulates the advertising goals and defines
the tasks to accomplish these goals.
• This approach is often in conjunction with the research approach.

8-7
5.2. The Allocation Question
• This question deals with the problem on deciding on the most effective way of
spending advertising dollars.
• A general answer to the question is that management’s choice of strategies
and objectives determines the media and appeals to be used.
• A successful ad campaign has two related tasks: (1) say the right things in the
ads themselves, and (2) use the appropriate media in the right amounts at the
right time to reach the target market.
5.2.1. Message Strategy
• The advertising process involves creating messages with words, ideas,
sounds, and other forms of audiovisual stimuli that are designed to
affect consumer behavior.
• To be effective, the advertising message should meet two general
criteria:
1. it should take into account the basic principles of communication
and
2. it should be predicted upon a good theory of consumer motivation
and behavior.
• The basic communication process involves three elements:
1. the sender of source of the communication,
2. the communication or message, and
3. the receiver or the audience.
• Advertising messages must be transmitted and carried by particular
communication channels commonly known as advertising media.
Marketing Insight 8-5 provides some relative merits of major
advertising media.
• For many products and services, advertising is an influence that may
affect the consumer’s decision to purchase a particular product or
brand.
• The end goal of an advertisement and its associated campaign is to
move the buyer to a decision to purchase the advertised brand.
• The planning of an advertising campaign and the creation of
persuasive messages require a mixture of marketing skill and creative
know-how.
• Listed below are some of the critical types of information an advertiser
should have.
1. Who the firm’s customers and potential customers are.
2. How many such customers there are.
3. How much of the firm’s type and brand of product they are
currently buying and can reasonably be expected to buy in the
short-term and long-term future.

8-8
4. Which individuals, other than customers and potential
customers, influence purchasing decisions.
5. Where they buy the firm’s brand of product.
6. When they buy, and frequency of purchase.
7. Which competitive brands they buy and frequency of purchase.
8. How they use the product.
9. Why they buy particular types and brands of products.
5.2.2. Media Mix
• Media selection is no easy task. Marketing Insight 8–5 presents a brief
summary of the advantages and disadvantages of some of the major
advertising media.
• In the advertising industry, a common measure of efficiency or
productivity is cost per thousand, or CPMs. This figure generally
refers to the dollar cost of reaching 1,000 prospects, and its chief
advantage lies in its simplicity and allowance for a common base of
comparison between differing media types.
• The major disadvantage of the use of CPMs also relates to its
simplicity.
• Involving programs produce engaged respondents who demonstrate
more favorable responses to advertising messages.
• Reach, in general, is the number of different targeted audience
members exposed at least once to the advertiser's message within a
predetermined time frame.
• Since marketers all have budget constraints, they must decide whether
to increase reach at the expense of average frequency or average
frequency at the expense of reach.
• In essence, the marketer’s dilemma is to develop a media schedule
that both:
1. exposes a sufficient number of targeted customers (reach) to the
firm’s product and
2. exposes them for enough times (average frequency) to the product
to produce the desire effect.

8-9
6. Sales Promotion
• Over the past two decades, the popularity of sales promotion has been increasing.
Two reasons for this increased popularity are undoubtedly the increased pressure on
management for short-term results and the emergence of new purchase tracking
technology.
• Figure 8.2 presents some popular targets of sales promotion and the methods used.
6.1. Push versus Pull Marketing
• Push and pull marketing strategies compromises the two options available to
marketers interested in getting their product into the hands of customers (see
Figure 8.3).
• Push strategies involve aiming promotional efforts at distributors, retailers and
sales personnel to gain their cooperation in ordering, stocking, and
accelerating the sale of a product.
• Pull strategies involve aiming promotional efforts directly at customers to
encourage them to ask the retailer for the product.
6.2. Trade Sales Promotions
• Trade promotions are those promotions aimed at distributors and retailers of
product who make up the distribution channel. The major objectives are to:
1. convince retailers to carry the manufacturer's products,
2. reduce the manufacturer's inventories and increase the distributor's or
retailer's inventories,
3. support advertising and consumer sales promotions,
4. encourage retailers either to give the product more favorable shelf space or
to place more emphasis on selling the product, and
5. serve as a reward for past sales efforts.
• Promotions built around price discounts and advertising or other allowances
are likely to have higher distributor/retailer participation level than other type
promotions because a direct economic incentive is attached to the promotion.
6.3. Consumer Promotions
• Consumer promotions can fulfill several distinct objectives for the
manufacturer.
• Some of the more commonly sought-after objectives include:
1. inducing the consumer to try the product,
2. rewarding the consumer for brand loyalty,
3. encouraging the consumer to trade up or purchase larger sizes of a
product,
4. stimulating the consumer to make repeat purchase of the product,
5. reacting to competitor efforts, and

8-10
6. reinforcing and serving as a complement to advertising and personal
selling efforts.
• Figure 8.4 presents a brief description of some of the most commonly used
forms of consumer promotion activities.
6.4. What Sales Promotion Can and Can’t Do
• Advocates of sales promotion often point to its growing popularity, as a
justification for the argument that we don’t need advertising, sales promotion
itself will suffice.
• Marketers should bear in mind that sales promotion is only one part of a well-
constructed integrated marketing communications program.
• While sales promotion is proven to be effective in achieving the objectives
listed in the previous sections, there are several compelling reasons why it
should not be used as the sole promotional tool.
• These reasons include sales promotion’s inability to:
1. generate long-term buyer commitment to a brand in many cases,
2. change, except on the temporary basis, declining sales of a product,
3. convince buyers to purchase an otherwise unacceptable product, and
4. make up for a lack of advertising or sales support for a product.
• When the competition gets drawn into the promotion war, the effect can be a
significant slowing of the sharp sales increases predicted by the initiator of the
promotion.
• The dilemma marketers face is how to cut back on sales promotions without
losing market share to competitors.
• In addition to developing pricing policies to cut back on short-term
promotions, some consumer products companies are starting to institute
frequency marketing programs in which they reward consumers for purchases
of products or services over a sustained period of time.
7. Public Relations
• Public relation is a nonpersonal form of communication that tries to influence the
overall image of the organization and its products and services among its various
stakeholder groups.
• The most popular and frequently used public relations tool is publicity. There are
several forms of publicity:
1. News release
2. News conference
3. Sponsorship
4. Public service announcements

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8-11
8. Direct Marketing
• With direct marketing, the organization communicates directly with customers online
or through direct mail, catalogs, direct response advertising, or personal selling.
• Direct marketing methods are certainly not new. What is new is the ability to design
and use them more efficiently and effectively because of the availability of computers
and databases.
• Technology has clearly been the catalyst in the tremendous growth in direct
marketing activities in the last decade.
• Another obvious catalyst for growth in direct marketing has been the increased use of
Internet by consumers for purchasing many types of products.
• For the American consumer facing a “poverty of time,” direct marketing offers many
benefits. In addition to saving time, consumers often save money, get better service,
and enjoy increased privacy; many even find it entertaining.
• Direct marketing activities are often very effective in generating sales leads when a
customer asks for more information about a product or service and can also increase
store traffic when potential buyers are encouraged to visit a dealership or retail store.
KEY TERMS
Advertising: A paid form of nonpersonal communications about an organization, its product, or
its activities that is transmitted through a mass medium to a target audience.
Average frequency: The number of times consumers, on average, are exposed to an
advertisement within a given time period.
Consumer promotions: Promotions directed at consumers designed to induce the customer to
try the product, reward brand loyalty, encourage the consumer to trade-up or purchase larger
sizes, stimulate repeat purchases, and reinforce other advertising or personal selling efforts.
Cost per thousand: A common measure of efficiency or productivity in advertising, cost per
thousand (CPM) refers to the dollar cost of reaching 1,000 prospects.
Direct marketing: Direct communication with customers through direct mail, online marketing,
catalogs, telemarketing, and direct response advertising.
Expenditure question: The methods used to decide how much to spend on advertising, ranging
from simple (a percent of sales), to more complex (the task approach which determines goals and
how much it will cost to accomplish each goal).
Frequency marketing program: Programs designed to reward customers for purchases of a
product or service over a sustained period of time.

8-12
Integrated marketing communications: Marketing communications programs that coordinate
and integrate all elements of the promotion mix so that the organization presents a consistent
message. It seeks to manage all sources of brand or company contacts with existing and potential
customers.
Objectives of advertising: Creating awareness, aiding comprehension, developing conviction,
and encouraging ordering. Within each category more specific objectives can be developed that
take into account time and degree of success desired.
Personal selling: Face-to-face communication with potential buyers to inform them about and
persuade them to purchase an organization’s product.
Promotion mix: The combination and types of nonpersonal and personal communication an
organization puts forth during a specified period. There are five elements of the promotion mix,
four of which are nonpersonal forms of communication (advertising, sales promotion, public
relations, and direct marketing), and one, personal selling, which is a personal form of
communication.
Public relations: Efforts directed at influencing the attitudes, feelings, and opinions of
customers, noncustomers, stockholders, suppliers, employees, and political bodies about the
organization. A popular form is publicity.
Pull strategy: Promotional efforts directed at customers to encourage them to ask the retailer for
the product. They are designed to “pull” a product through the distribution channel from
manufacturer to buyer.
Push strategy: Promotional efforts directed at distributors, retailers, and sales personnel to gain
their cooperation in ordering, stocking, and supporting the sales of a product. As such they
“push” the product toward the customer.
Reach: The number of targeted audience members exposed at least once to an advertiser's
message within a predetermined time frame.
Sales promotion: An activity or material that offers customers, sales personnel, or resellers a
direct inducement for purchasing a product.
Trade promotions: Promotions aimed at distributors and retailers of products who make up the
distribution channel.
ADDITIONAL RESOURCES
Burns, Brian C., and Tom U. Snyder. Selling in a New Market Space. NY: McGraw-Hill, 2010.
Mullin, Jeanniery, and David Daniels. Email Marketing. Indianapolis: Wiley Publishers, 2009.

8-13
Percival, Sean. My Space Marketing: Creating a Social Network to Boom Your Business.
Indianapolis: Que Books, 2009.
Postman, Joel. SocialCorp: Social Media Goes Corporate. Berkeley CA: New Riders, 2009.
Reich, Brian, and Don Soloman. Media Rules: Marketing Today's Technology To Connect With
and Keep Your Audience. Hoboken NJ: John Wiley and Sons, 2008.
Vollmer, Christopher, and Geoffrey Precourt. Always On: Advertising and Marketing Media in
an Era of Consumer Control. NY: McGraw-Hill, 2008.

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The Project Gutenberg eBook of The Lonely

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Title: The Lonely
Author: Judith Merril
Illustrator: Virgil Finlay
Lutjens
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Most recently updated: October 23, 2024
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*** START OF THE PROJECT GUTENBERG EBOOK THE LONELY ***

THE LONELY
BY JUDITH MERRIL
ILLUSTRATED BY LUTJENS
[Transcriber's Note: This etext was produced from
Worlds of Tomorrow October 1963
Extensive research did not uncover any evidence that
the U.S. copyright on this publication was renewed.]

If we practice our "Space Speech" and listen
real
hard—Is this the sort of thing we're going to
hear?
TO: The Hon. Natarajan Roi Hennessy, Chairman, Committee on
Intercultural Relations, Solar Council, Eros.
FROM: Dr. Shlomo Mouna, Sr. Anthropologist, Project Ozma XII,
Pluto Station.
DATE: 10/9/92, TC.
TRANSMISSION: VIA: Tight beam, scrambled. SENT: 1306 hrs, TST.
RCVD: 1947 hrs, TST
Dear Nat:
Herewith, a much condensed, heavily annotated, and topsecret
coded transcript of a program we just picked up. The official title is
GU#79, and the content pretty well confirms some of our earlier
assumptions about the whole series, as this one concerns us directly,
and we have enough background information, including specific
dates, to get a much more complete and stylistic translation than
before.
I'd say the hypotheses that these messages represent a "Galactic
University" lecture series broadcast from somewhere near Galactic
Center, through some medium a damn sight faster than light, now
seems very reasonable.
This one seemed to come from Altair, which would date transmission
from there only a few years after some incidents described in script.
Some of the material also indicates probable nature of original

format, and I find it uncomfortable. Also reraises question of
whether Altair, Arcturus, Castor, etc., relay stations are aimed at us?
Although the content makes that doubtful.
Full transcript, film, etc. will go out through channels, as soon as you
let me know which channels. This time I am not pleading for
declassification. I think of some Spaserve reactions and—frankly I
wonder if it shouldn't be limited to SC Intercult Chairmen and Ozma
Sr. Anthropoids—and sometimes I wonder about thee.
Cheery reading.
Shlomo
TRANSCRIPT, GU#79, Condensed Version, edited by SM, 10/9/92,
TC. (NRH: All material in parens is in my words—summarizing,
commenting, and/or describing visual material where indicated.
Straight text is verbatim, though cut as indicated. Times,
measurements, etc., have been translated from Standard Galactic or
Aldebaran local to Terran Standard; and bear in mind that words like
"perceive" are often very rough translations for SG concepts more
inclusive than our language provides for.—SM)
(Open with distance shot of Spaserve crew visiting Woman of Earth
statue on Aldebaran VI. Closeup of reverent faces. Shots of old L-1,
still in orbit, and jump-ship trailing it. Repeats first shot, then to
Lecturer. You may have seen this one before. Sort of electric eel
type. Actually makes sparks when he's being funny.)

The image you have just perceived is symbolic, in several senses.
First, the statue was created by the Arlemites, the native race of
Aldebaran VI (!! Yes, Virginia, there are aborigines!!) in an effort to
use emotional symbols to bridge the gap in communications
between two highly dissimilar species. Second: due to the farcical
failure of this original intent, the structure has now become a vitally
significant symbol—you perceived the impact—to the other species
involved, the Terrans, a newly emerged race from Sol III. (Note that
"you perceived." We must accept the implication that the original
broadcasting format provides means of projecting emotional
content.) Finally, this two-fold symbol relates in one sense (Shooting
sparks like mad here. Professional humor pretty much the same all
over, hey?) to the phenomenon of the paradox of absolute
universality and infinite variety inherent in the symbolism.
(Next section is a sort of refresher-review of earlier lectures. Subject
of the whole course appears to be, roughly, "Problems of disparate
symbolism in interspecies communications." This lecture—don't
laugh—is "Symbols of Sexuality." Excerpts from review:—)
The phenomenon of symbolism is an integral part of the
development of communicating intelligence. Distinctions of biological
construction, ecological situation, atmospheric and other geophysical
conditions, do of course profoundly influence the racially infantile
phases of intellectual-emotional-social development in all cultures ...
(but) ... from approximately that point in the linear development of a
civilization at which it is likely to make contact with other cultures—
that is, from the commencement of cultural maturity, following the
typically adolescent outburst of energy in which first contact is
generally accomplished ... (He describes this level at some length in
terms of a complex of: 1, astrophysical knowledge; 2, control of

basic matter-energy conversions, "mechanical or psial;" 3, self-
awareness of whole culture and of individuals in it; and 4, some
sociological phenomena for which I have no referents.) ... all
cultures appear to progress through a known sequence of i-e-s
patterns ... (and) ... despite differences in the rate of development,
the composite i-e-s curve for mature cultural development of all
known species is identical enough to permit reliable predictions for
any civilization, once located on the curve.
(Then progresses to symbolism. Specific symbols, he says, vary even
more, between cultures, than language or other means of conscious
communication, as to wit—)
It is self-evident that the specific symbols utilized by, for instance, a
septasexual, mechanophilic, auriphased species of freely locomotive
discrete individuals, will vary greatly from those of, let us say, a
mitotic, unicellular, intensely psioid, communal culture. (Which
makes it all the more striking, that) it is specifically in the use of
symbols, the general consciousness of their significance, the degree
of sophistication of the popularly recognized symbols, and the uses
to which they are put by the society as a whole, that we have found
our most useful constant, so far, for purposes of locating a given
culture on the curve.
(Much more here about other aspects of cultural development, some
of which are cyclical, some linear—all fascinating but not essential to
understanding of what follows.)

Sexuality has until recently been such a rare phenomenon among
civilized species that we had casually assumed it to be something of
a drawback to the development of intelligence. Such sexual races as
we did know seemed to have developed in spite of their biological
peculiarity, but usually not until after the mechanical flair that often
seemed to accompany the phenomenon had enabled them to escape
their planet of origin for a more favorable environment.
I say more favorable because sexuality does seem to develop as an
evolutionary compensation where (some terms untranslateable,
some very broad, but generally describing circumstances, like extra-
dense atmosphere, in which the normal rate of cosmic radiation was
reduced to a degree that inhibited mutation and thus, evolution)....
As I said, this seemed almost a freak occurrence, and so it was, and
is, here in the heart of the Galaxy. But in the more thinly populated
spiral arms, the normal rate of radiation is considerably lower. It is
only in the last few centuries that we have begun to contact with
any considerable numbers of species from these sectors—and the
incidence of sexuality among these peoples is markedly higher than
before.
Recently, then, there has been fresh cause to investigate the causes
and effects of sexuality; and there has been a comparative wealth of
new material to work with.
(Here he goes into a review of the variety of sexual modes, ranging
from two to seventeen sexes within a species, and more exotica-
erotica of means, manners, and mores than a mere two-sexed biped
can readily imagine. Restrain yourself. It's all in the full transcript.)

But let me for the moment confine myself to the simplest and most
common situation, involving only two sexes. Recent investigations
indicate that there is an apparently inevitable psychological effect of
combining two essentially distinct sub-species in one genetic unit.
(Sparks like mad.) I perceive that many of you have just experienced
the same delight-dismay the first researchers felt at recognizing this
so-obvious and so-overlooked parallel with the familiar cases of
symbiosis.
The Terrans, mentioned earlier, are in many ways prototypical of
sexuality in an intelligent species, and the usual and rather dramatic
events on Aldebaran VI have added greatly to our insights into the
psychology of sexuality in general.
In this culture, dualism is very deeprooted, affecting every aspect of
the i-e-s complex: not just philosophy and engineering, but
mathematics, for instance, and mystique.
This cultural attitude starts with a duality, or two-sided symmetry, of
body structure. (Throughout this discussion he uses visual material—
photos, diagrams, etc., of human bodies, anatomy, physiology,
habitat, eating and mating habits, etc. Also goes off into some
intriguing speculation of the chicken-or-egg type: is physical
structure influenced by mental attitudes, or is it some inherent
tendency of a chromosome pattern with pairs of genes from pairs of
parents?)
In this respect, the Terrans are almost perfect prototypes, with two
pairs of limbs, for locomotion and manipulation, extending from a
central—single—abdominal cavity, which, although containing some
single organs as well as some in pairs, is so symmetrically
proportioned that the first assumption from an exterior view would
be that everything inside was equally mirror-imaged. Actually, the
main circulatory organ is single—though consisting of two valves;
the main breathing apparatus is paired; the digestive system is
single—although food intake is through an orifice with paired lips
and two rows of teeth. In both "male" and "female" types, the organ
of sexual contact is single, whereas the gamete-producers are pairs.

There is a single, roundish head set on top of the abdomen,
containing the primary sensory organs, all of which occur in pairs.
Even the brain is paired!
I mentioned earlier that it is typical of the sexual races that the flair
for physical engineering is rather stronger than the instinct for
communication. This was an observed but little-understood fact for
many centuries; it was not till this phenomenon of dualism (and
triadism for the three-sexed, etc.) was studied that the earlier
observation was clarified. If you will consider briefly the various
primitive sources of power and transport, you will realize that—
outside of the psi-based techniques—most of these are involved with
principles of symmetry and/or equivalence; these concepts are
obvious to the two-sexed. On the other hand, the principle of unity,
underlying all successful communication—physical, verbal, psial, or
other—and which is also the basis for the application of psi to
engineering problems—is for these species, in early stages, an
almost mystical quality.
As with most life-forms, the reproductive act is, among sexual
beings, both physically pleasurable and biologically compulsive, so
that it is early equated with religio-mystic sensations. Among sexual
species, these attitudes are intensified by the communicative aspects
of the act. (Cartoon-type diagrams here which frankly gave me to
think a bit!) We have much to learn yet about the psychology of this
phenomenon, but enough has been established to make clear that
the concept of unity for these races is initially almost entirely related
to the use of their sexuality, and is later extended to other areas—
religion and the arts of communication at first—with a mystical—
indeed often reverent attitude!
I hardly need to remind you that the tendencies I have been
discussing are the primitive and underlying ones. Obviously, at the
point of contact, any species must have acquired at least enough
sophistication in the field of physics—quanta, unified field theory,
and atomic transmutation for a start—to have begun to look away
from the essentially blind alley of dualistic thinking. But the extent to

which these Terrans were still limited by their early developmental
pattern is indicated by the almost unbelievable fact that they
developed ultra-dimensional transport before discovering any more
effective channels of communication than the electromagnetic!
Thus their first contacts with older civilizations were physical; and,
limited as they still are almost entirely to aural and visual
communication, they were actually unable to perceive their very first
contact on Aldebaran VI.
(Shot of Prof Eel in absolute sparkling convulsions goes to distance
shots of planet and antiquated Earth spaceship in orbit: L-1 again.
Then suborb launch drops, spirals to surface. Twenty bulky
spacesuited figures emerge—not the same as in opening shots. This
looks like actual photographic record of landing, which seems
unlikely. Beautiful damn reconstruction, if so. Narration commences
with Aldebaran date. I substitute Terran Calendar date we know for
same, and accept gift of one more Rosetta Stone.)
This time is the year 2053. For more than six decades, this primitive
giant of space has ployed its way through the restrictive medium of
slowspace. Twice before in its travels, the great ship has paused.
First at Procyon, where they found the system both uninhabited and
uninviting; and at the time they did not yet know what urgent cause
they had to make a landing. (Our date for Procyon exploration, from
L-1 log, is 2016, which fits.)
Then at Saiph, two decades later, when they could provide a bare
minimum of hospitality—no more than safe footing for their
launches, in which they would live while they tried to ensure their
future survival. But this system's planets offered little hope. One
Earth-size enveloped in horror-film type gases and nasty moistures.
One more with dense atmosphere of high acid content: probe from
ship corroded in minutes.

They limped on. A half decade later they came to a time of decision,
and determined not to try for the next nearest star system, but for
the closest one from which their radio had received signs of
intelligent life: Aldebaran.
What they had learned between Procyon and Saiph was that those
of their crew who were born in space were not viable. The ship had
been planned to continue, if necessary, long beyond the lifespan of
its first crew. The Terran planners had ingeniously bypassed their
most acute psychosocial problem, and staffed the ship with a
starting crew of just one sex. Forty females started the journey, with
a supply of sperm from one hundred genetically selected males
carefully preserved on board.
Sex determination in this species is in the male chromosome, and
most of the supply had been selected for production of females. The
plan was to maintain the ship in transit with single sexed population,
and restore the normal balance only at the end of the journey.
The Terrans have apparently reached a level of self-awareness that
enables them to avoid the worst dangers of their own divisive
quality, while utilizing the advantages of this special (pun intended—
Prof. Eel was sparking again) ambivalence. Their biological
peculiarities have, among other things, developed a far greater
tolerance in the females for the type of physical constraints and
social pressures that were sure to accompany the long slow voyage.
Males, on the other hand, being more aggressive, and more
responsive to hostile challenges, would be needed for colonizing a
strange planet. (Dissertation on mammals here which says nothing
new, but restates from an outsider's—rather admiring—viewpoint
with some distinction. Should be a textbook classic—if we can ever
release this thing.)
That was the plan. But when the first females born on the trip came
to maturity, and could not conceive, the plan was changed. Three
male infants were born to females of the original complement—less
than half of whom, even then, were still alive and of child-bearing
age.

(Well, he tells it effectively, but adds nothing to what we know from
the log. Conflicts among the women led to death of one boy,
eventual suicide of another at adolescence. Remaining mature male
fails to impregnate known fertile women. Hope of landing while
enough fertiles remained to start again pretty well frustrated at
Saiph. Decision to try for first contact made with just five fertiles left,
and nearest system eight light years off—with Aldebaran still farther.
Faint fantastic hope still at landing, with just one child-bearer left—
the Matriarch, if you recall?)
Remembering the reasons for their choice of Aldebaran, you can
imagine the reaction when that landing party, first, lost all radio
signals as they descended; then, could find no trace whatsoever—to
their senses—of habitation. The other planets were scouted, to no
avail. The signals on the Mother Ship's more powerful radio
continued to come from VI. One wild hypothesis was followed up by
a thorough and fruitless search of the upper atmosphere. The
atmosphere was barely adequate to sustain life at the surface. Beam
tracing repeatedly located the signal beacon in a mountain of VI,
which showed—to the Terrans—no other sign of intelligent life.
The only logical conclusion was that they had followed a "lighthouse
beacon" to an empty world. The actual explanation, of course, was
in the nature of the Arlemites, the natives of Aldebaran VI.
Originating as a social-colonizing lichen, on a heavy planet, with—
even at its prime—a barely adequate atmosphere, the Arlemites
combined smallness of individual size with limited locomotive powers
and superior air and water retentive ability. They developed,
inevitably, as a highly psioid culture—as far to one end of the
psichophysical scale as the Terrans are to the other. (My spelling up
there. I think it represents true meaning better than "psycho".) The

constantly thinning choice between physical relocation and a
conscious evolutionary measure which this mature psioid race was
far better equipped to undertake: the Arlemites now exist as a
planet-wide diffusion of single-celled entities, comprising just one
individual, and a whole species.
(Visual stuff here helps establish concept—as if you or I just
extended the space between cells.)
It seems especially ironic that the Arlemites were not only one of the
oldest and most psioid of peoples—so that they had virtually all the
accumulated knowledge of the Galaxy at their disposal—but were
also symbiote products. This background might have enabled them
to comprehend the Terran mind and the problems confronting the
visitors—except for the accidental combination of almost total psi-
blindness in the Terrans, and the single-sexed complement of the
ship.
The visitors could not perceive their hosts. The hosts could find no
way to communicate with the visitors. The full complement of the
ship, eventually, came down in launches, and lived in them,
hopelessly, while they learned that their viability had indeed been
completely lost in space. There was no real effort to return to the
ship and continue the voyage. The ranks thinned, discipline was lost,
deaths proliferated. Finally, it was only a child's last act of
rebelliousness that mitigated the futility of the tragedy.
The last child saw the last adult die, and saw this immobility as an
opportunity to break the most inviolable of rules. She went out of
the launch—into near-airlessness that killed her within minutes.

But minutes were more than enough, with the much longer time
afterwards for examination of the dead brain. It was through the
mind of this one child, young enough to be still partially free of the
rigid mental framework that made adult Terrans so inaccessible to
Arlemites, that the basis was gained for most of the knowledge we
now have.
Sorrowingly, the Arlemites generated an organism to decompose the
Terrans and their artifacts, removing all traces of tragedy from the
planet's surface. Meanwhile, they studied what they had learned,
against future needs.
The technological ingenuity of these young sexuals will be apparent
when I tell you that only four decades after the departure of that ill-
fated first ship, they were experimenting with ultra-dimensional
travel. Even at the time of the landing at Aldebaran, ultra-di scouts
were already exploring the systems closest to Sol. Eventually—within
a decade after the child's death—one of these came to Aldebaran,
and sighted the still-orbiting Mother Ship.
A second landing was clearly imminent. The Arlemites had still
devised no way to aid this species to live in safety on their planet,
nor did they have any means to communicate adequately with psi-
negatives whose primary perceptions were aural and visual. But they
did have, from the child's mind, a working knowledge of the
strongest emotional symbols the culture knew, and they had long
since devised a warning sign they could erect for visual perception.
The statue of the Woman of Earth was constructed in an incredibly
brief time through the combined efforts of the whole Arlemite
consciousness.
They had no way to know that the new ship, designed for
exploration, not colonizing, and equipped with ultra-di drive, which
obviated the long slow traveling, was crewed entirely by males. Even
had they known, they did not yet comprehend the extreme duality of

the two-sexed double-culture. So they built their warning to the
shape of the strongest fear-and-hate symbols of a female.
(Shot of statue, held for some time, angle moving slowly. No
narration. Assuming that emotional-projection notion—and I think
we must—the timing here is such that I believe they first project
what they seem to think a human female would feel, looking at it. I
tried women on staff here. They focused more on phallic than
female component, but were just as positive in reactions as males.

???? Anyhow, like I said, no narration. What follows, though out of
parens, is my own reaction.)
It seems more a return than a venture.
The Woman waits, as she has waited ... always?... to greet her sons,
welcome us ... home?... She sits in beauty, in peacefulness, perfect,
complete, clean and fresh-colored ... new?... no, forever ... open,
welcoming, yet so impervious ... warm and ... untouchable?... rather,
untouched ... almost but never, forgotten Goddess ... Allmother,
Woman of Earth ... enveloped, enveloping, in warmth and peace ...
One stands back a bit: this is the peace of loving insight, of
unquesting womanhood, of great age and undying youth ... the
peace of the past, of life that is passed, of that immortality that
nothing mortal can ever achieve except through the frozen
impression of living consciousness that we call art.
The young men are deeply moved and they make jokes. "Allmother,"
one hears them say, sarcastically, "Old White Goddess, whaddya
know?"
Then they look up and are quiet under the smiling stone eyes. Even
the ancient obscenely placed spaceship in her lap is not quite
absurd, as it will seem in museum models—or tragic, as is the
original overhead.
(Prof. Eel goes on to summarize the conclusions that seem obvious
to him. Something is awfully wrong; that's obvious to me. How did
they manage to build something so powerful out of total
miscomprehension? What are we up against, anyhow? And, to get
back to the matter of channels, what do you think this little story

would do to Spaserve brass egos? Do you want to hold it top secret
a while?)
End of Transcript
TO: Dr. Shlomo Mouna, Sr. Anthropologist, Ozma XII, Pluto
FROM: N. R. Hennessy, Solar Council Dome, Eros
DATE: 10/10/92
TRANSMISSION: VIA tight beam, scrambled. SENT: 0312 hrs. RCVD:
1027 hrs.
Dear Shlomo:
Absolutely, let me see the full package before we release it
elsewhere. I've got a few more questions, like: Do they know we're
receiving it? How do we straighten them out? Or should we? Instinct
says yes. Tactics says it is advantageous to be underestimated.
Think best you come with package, and we'll braintrust it. Meantime,
in reply to your bafflement——
"L" class ships, you should have known, are for "Lysistrata." Five of
them launched during brief Matriarchy at beginning of World
Government on Terra, following Final War. So sort out your symbols
now.
And good grief, where did the other four land?
NRH

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