Word: ad
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Dates: during 1960-1969
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Money Is Bipartisan. In an age when TV advertising eats up one-third or more of campaign budgets, politicians feel a need for the professional touch in creating and placing ads. The agencies do everything from decorating platforms to turning out "victory kits" for local workers. Using their good contacts, they also dicker to get their clients' commercials wrapped around the most popular shows. Some agencies do chores that candidates themselves dare not do, such as soliciting editorial support at the very same time that they buy ad space from the publishers of hand-to-mouth ethnic papers...
...chiefs of agencies that handle political accounts are often party faithful: Doyle Dane's William Bernbach is a devout Democrat, and Erwin Wasey's David B. Williams is a Republican regular. But many agencies are pragmatically bipartisan. Bobby Kennedy has placed the ad end of his New York campaign with Manhattan's Papert, Koenig, Lois because his advisers were impressed by its work for Republican Senator Jacob Javits...
...earnings usually inspire businessmen to spend more money promoting their products. Since business is at its best in many years, the spenders are breaking all records. Advertising expenditures in 1963 rose 6% to reach $13.1 billion-the first jump beyond $13 billion. Advertising Age, the journal of the ad world, announced last week that the 100 leading national advertisers alone spent a record $3.17 billion on ads and sales promotion, up 10.5% from the previous year. Procter & Gamble, the nation's largest soapmaker, pulled ahead of General Motors to become the No. 1 U.S. advertiser...
...biggest advertiser of them all uses ten different ad agencies, advertises 42 different products, spends 10.4% of its $1.91 billion in sales on pushing its products (v. G.M.'s 1%). Procter & Gamble lays out a hefty $20 million per year to promote Tide, and Tide has captured 17% of the lucrative heavy detergent market. P. & G.'s Crest ($16 million for advertising) accounts for almost 33% of all toothpaste sales, Gleem for another 17%. Ivory Liquid ($8,500,000) has cleaned up 18% of all liquid detergent sales, Joy and Thrill another 12% and 8% respectively. Duncan Mines...
...believes in pouring in ad money disproportionately to sales until a new product gets to the point, as a P. & G. executive puts it, where "it brings home the duck to dinner." The success of this formula makes P. & G. confident that the unfamiliar products it is test-marketing today-Velvet Skin soap, Top Job liquid cleanser and The Max blue detergent tablet-will also become household words tomorrow, thanks to the power of advertising...