Word: added
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Dates: during 1980-1989
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Forget accentuating the positive; here's how to negate the negative. In an election dominated by negative advertising, the most effective counterattack came in South Dakota, where Democrat Tom Daschle turned Republican Senator James Abdnor's ads against him. When we last tuned in, Abdnor was running a commercial linking Daschle to Actress Jane Fonda, who, the ad incorrectly claimed, eschewed red meat -- not a trifling charge in a state where beef is a leading farm product. During the three weeks that the ad aired, Abdnor made up about ten points in the polls. Then Daschle decided to attack...
...close contests, the President may have turned off voters by attacking Democratic candidates by name. "The Republicans overdid it with Reagan," says Orleans Parish Assessor Ken Carter, who backed Democrat Breaux. "He began to sound like just another politician." In Missouri, former Republican Governor Christopher ("Kit") Bond withdrew an ad in which Reagan warmly endorsed him. Bond feared that it would inspire anti-Reagan votes for his opponent...
Giant Allied Stores never ran such an ad and never planned to sell itself off -- certainly not to a Canadian real estate company. But last week, after resisting for two months, New York City-based Allied (1985 sales: $4.1 billion) agreed to become a subsidiary of Toronto's comparatively tiny Campeau Corp. (1985 revenues: $155 million). The price tag of $3.6 billion made it the biggest Canadian takeover of a U.S. corporation in history. While Allied executives were a bit stunned, Campeau's chairman, Robert Campeau, was unabashedly delighted. "It's the best deal I've ever made...
...fanfare on Madison Avenue was deafening last spring when the two largest advertising mergers in history were announced within two weeks of each other. The power of the newly created superagencies and the vast riches that changed hands in the transactions stunned the ad industry for weeks. The first jolt was the three-way agreement in April to merge the sixth largest U.S. agency, BBDO International, with Doyle Dane Bernbach Group (No. 12) and Needham Harper Worldwide (No. 16). Their combined annual billings of $5 billion made the new agency, now called Omnicom Group, the world's biggest...
During all the hubbub, one influential group of bystanders seemed ominously quiet. They were the clients: the food companies and soapmakers that had grown accustomed to undivided attention from the ad agencies. Now that the merger mania is over, many clients are passing loud and painful judgment on the results. Their verdict so far: bigger is not necessarily better. An unprecedented parade of coveted clients has quit the two supergroups for smaller agencies. One such advertiser is RJR Nabisco, which took away $32 million in accounts (example: Fleischmann's margarine) from Omnicom and $96 million from Saatchi & Saatchi/Ted Bates. Declared...