Word: adman
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Meanwhile, back at the agency that produced the ad. Adman Howard Becker modestly disclaimed any special talent for creating the likeness of a radio pundit. Said he: "It's simple, really. If you speak in a portentous voice, write copy in short, terse style, make everything sound important, you sound like Murrow-no matter...
...evening ball game. Eight (Henry Fonda) is a mild-mannered, intelligent architect. Nine (Joseph Sweeney) is a cranky old pensioner, but smart. Ten (Ed Begley) runs a string of garages and spits like a battery syringe whenever the subject of race comes up. Twelve (Robert Webber) is an adman who can't distinguish the truth from a slogan...
Before the last trial was timed, enough statistics were logged for an imaginative adman to make even the also-rans sound like world-beaters. But Chevrolet and Pontiac had easily been the week's winners, and the Chevrolet-makers could claim to have reached an automotive milestone: the first U.S. stock auto engine that can put out one horsepower for each cubic inch of displacement without benefit of a supercharger...
Thus in Frederic Wakeman's novel The Hucksters, Soap Tycoon Evan Llewelyn Evans boomed out advice to a deferential huddle of ad-agency men. Last week Veteran Adman Emerson Foote, 50, a prototype for one of the leading characters in Wakeman's fiction, took the advice in real life, chin-chinned with himself and with his associates and spun the compass. He thereupon quit as executive vice president of McCann-Erickson, world's second largest ad agency (after J. Walter Thompson), surrendering a salary "well up in six figures." Said he: "Last year I flew...
...really after: sales. I Lone Lucy was riding high when it was dropped by Philip Morris; it was evidently not paying off at the cigarette counter. Though virtually all automobile sales fell in 1956, high-rated Ed Sullivan's sponsor Mercury suffered a bigger decline than most. (Adman's rebuttal: Who knows how badly sales might have fared without Sullivan?) Arthur Godfrey argues that sponsors ought to judge shows by how the product is moving. But, say admen, most products are affected by too many variables for TV to get the credit...