Word: adding
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Dates: during 1960-1969
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Girl-to-Girl Tone. When Papert, Koenig, Lois Inc., a Manhattan ad agency, first got the assignment to handle Pristeen, a group of male copywriters went to work, but their efforts did not quite capture the right girl-to-girl tone. The agency then turned to Peggy Prag, a late-thirtyish creative supervisor who spent six months devising the current approach. Though she found that she could "discuss the vaginal area just like automobiles or detergents" in agency conferences, her own copy clung to euphemisms, at least at first. Market research, including a nationwide survey of 1,200 women, showed...
...Board of Publications, and meetings with Lewis were held all year long, with the B-School monotonously repeating that BAD was competitive. Lewis challenged HarBus to name specific advertisers that concerned them, and they cited two, both of whom then wrote letters that they would not withdraw their ad from HarBus it BAD were allowed on campus. The Business School administration lost the letters before reading them. "The Business School was financially irrelevant to us," Lewis said, "but this was so absurd that it got our goat." And this fall, when they attempted to deliver again, the complaint came with...
SIMILARLY, when the Sack Theatres ran To Sir, With Love--"at the time, we had no idea what kind of movie it was," Opin said--BAD ran a special ad in one issue with a coupon offering a 50 cent discount on Mondays through Thursday. "The coupon kept coming in for 15 weeks, although the ad only appeared once," Opin said...
...Merrick's office. Along with running sales through the priority ticket service, Merrick had agreed to a discount price for students--the first time any legitimate theatre had done so. Students were to be charged a flat $2.50 price for the best seats available at any given performance. The ad ran once and sold out completely within two weeks, selling nearly $5000 worth of $2.50 tickets. "Then we began getting flak from the box office of Shubert Theatre about the discounts," Mindich said, "and the offer was withdrawn...
...utterly wrong. Many of my co-signers were, as I remember, unwilling to apply this principle to ROTC, but that is their problem and not my own. I have often signed advertisements along with people whose politics I did not entirely like. But the political response the ad has evoked from the Harvard administration is my problem, precisely because I did sign. Dean Ford has publicly welcomed the ad, though for reasons I now cannot understand he never endorsed the opposition to ROTC. And President Pusey has issued a statement describing himself on the barricades defending our liberties. But where...