Word: added
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Dates: during 1990-1999
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Teenage smoking will not go away--the industry's survival depends on it. However, by making cigarettes less accessible and more costly to youngsters, by deglamorizing the habit through less seductive ads and a ban on brand-name promotions, and by stigmatizing it with a broad antismoking ad campaign paid for by the industry, the settlement materially strengthens the Clinton Administration initiative to discourage teen smoking. It is, in effect, a vigorous exercise in preventive medicine that is both sound public policy and shrewd politics. Remember, though, that kids smoke in part because it's dangerous, not in spite...
...heavyweight advertisers are headed in different directions, including Domino's Pizza, Delta Air Lines, Reebok and the ABC television network. Account changes are rippling at a record pace through the U.S. advertising industry, which handled $52 billion in domestic media billings last year. (Billings measure clients' ad spending, on which agencies take a cut as fees; 15% used to be standard, although the rate varies.) The U.S. Army, beset by sex scandals and an increasingly hard time recruiting new soldiers, is putting its $80 million account--now held by Young & Rubicam--up for review. That couldn't be more fitting...
...award-winning ad touts a pair of reinforced rompers by Healthtex, a leading purveyor of juvenile apparel. But the folks who dreamed up the campaign work neither on Madison Avenue nor in the giant agencies of Los Angeles or Chicago. Instead they labor in, of all places, Richmond, Va. Situated among tobacco warehouses and antiques stores, the Martin Agency was once known for regional work, such as its "Virginia is for lovers" campaign. But recently Martin snagged a $55 million account for Saab cars away from a New York City agency; Coca-Cola is another client. Billings...
Burnett's troubles reflect the industry's turmoil. Certainly there's plenty of business available. Ad billings have been rising at an average rate of about 6% a year. But given the plethora of media outlets--print, radio, TV, cable, satellite and now the Internet--competing for consumers' attention, it's easier than ever for messages to get lost or ignored. So even though his airline was enjoying a record year financially, United chairman Gerald Greenwald sacked Burnett in October, noting that today's hate-to-fly passengers hardly regard the skies as friendly...
...paid to do. "What it comes down to is positioning a product in the mind of consumers so that it's relevant to them," says Bobby Calder, a marketing professor at Northwestern. "When that's been done, it's mission accomplished." And until that's been done, expect more ad campaigns to change their tune as more clients send their agencies packing...