Word: adman
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Dates: during 1960-1969
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Ever since television first flickered into life, it has attracted an ever-enlarging audience. The number of knob twisters dwarfs the circulation lists of even the largest magazine. In a speech before magazine promotion men at New York's Sherry-Netherland Hotel, Manhattan Adman Fairfax M. Cone (Foote. Cone & Belding) had some blunt words for magazines tempted to play the numbers game against the one-eyed monster of the marketplace. Cone's advice...
...PEOPLE!, an organization that claims membership in 1,700 communities in all 50 states, is run out of a plain, three-room Chicago office by Harry Ev-eryingham, 53, a former radio writer and adman who formed the organization seven years ago. Everyingham believes that the Communist takeover in the U.S. is well along, and that "there are many who are working with the Communists to accomplish this." The titular president of his organization is Tulsa Evangelist Billy Hargis, 36, whose material formed the base for an Air Force manual attacking the Protestant clergy last year. Hargis is convinced that...
...long sniffed at made-in-America marketing techniques, had never seen anything like it. Splashed in four vibrant colors across their newspapers not long ago were glossy-faced ads touting a new cigarette called Reyno, the Teutonic version of R.J. Reynolds' mentholated Salem. German smokers responded to the adman's tune like the children of Hamelin, promptly made Reyno one of the top selling cigarettes among more than 200 West German brands. And German ad agencies promptly began copying the four-color newspaper process, which was introduced to Germany by the flourishing Frankfurt branch...
...price discounting as a plot to put the little man out of business. German law forbids any claims that one product is better than a competing one; also banned are "Brand X" comparisons, bonus coupons, boxtop gimmicks, free tie-in offers and two for the price of one. An adman in Germany may boast that his client's soap washes white-but not whiter or whitest. Thus Y. & R. could not advertise that Remington shavers "have the biggest shaving head." But Remington captured 30% of the shaver market anyway, following another Y. & R. campaign of four-color newspaper...
...Consumer Panel. If it goes over, they prepare eine Direct Mail Kampagne or perhaps TV spots, always hammering home ein guter Slogan. They then make die Presentation to der Client. And along with its catchy words, Madison Avenue has also exported many of its contagious habits. Mused one Frankfurt adman: "Not so long ago when a German ordered 'drei Martini' he meant three Italian vermouths. Now some of them are such purists they even disdain the olives...