Word: ad
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Dates: during 1960-1969
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...Neither will Rosner mourn eternally for the slobs still in the boondocks once he gets his discharge. At the moment, it is simply his turn in the barrel, just as it was for the boys in Korea before him, and for the boys in World War II before them, ad infinitum...
Ramparts magazine greeted the New Year with a straight left jab to the public jaw. A full-page ad in the New York Times last week featured a blowup of the January cover: a nauseous photo of a crucifixion complete with a pudgy Jesus and two U.S. infantrymen standing guard with bayonets. The magazine, which came out last week, contains what its management claims are pictures of some of the "one million children killed, wounded or burned in the war America is carrying on in Viet Nam." It also advances another conspiracy theory on the Kennedy assassination...
...Tough with Avis. Hertz's punch has already received a response from Avis. As written by Doyle Dane Bernbach, the latest Avis ad reads in part: "They've come out with a get-tough-with-Avis campaign. Why?" Avis suggests that it is "because No. 1's share of the rent a car business is getting smaller," cites a drop from 56% to 50% in Hertz's share of the market in 26 key places since the original Avis campaign began. Another reason is that Ally, a fighter pilot in World War II and the Korean...
Eyeball to Eyeball. Ally's returning ads partly spoof those for Avis by Doyle Dane, partly press Hertz prowess. One television commercial, for instance, shows a "We try harder" balloon deflating slowly while a voice ticks off Hertz's advantages in available cars, widespread locations and electronic reservation service. Another agrees that Avis' "only No. 2" claim is "hard to argue with." Ally, a teaching fellow in English at the University of Michigan before he turned to ad writing, proudly produced another that asks: "No. 2 says he tries harder. Than...
With the Hertz campaign only seven weeks old, cash-register results so far are inconclusive, but Ally is pleased that mail is running 9-1 in favor of the ads. Like Doyle Dane, he admits that what he calls "an eyeball-to-eyeball, nose-to-nose" confrontation will be good publicity for the entire $500-million-a-year car-rental industry. It should also be rewarding for the agencies. Avis' annual ad budget has risen from $1,200,000 to $4,500,000 since the No. 2 campaign began, and Hertz's outlay is certain to increase...