Word: adman
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What makes a radio plug pay off? After a four-year analysis of the selling power of spot commercials in 250 advertising campaigns, Chicago Adman William Ballinger figured out a precise formula: 1) mention the product name at least seven times every 15 seconds during the commercial; 2) repeat the plug as often as possible; 3) do not change the plug for at least 26 weeks, preferably 52; 4) phrase the sales talk to get under a listener's skin -in short, give it a distinct nuisance value...
...highly competitive magazine business, where one false step can be fatal, it was a brilliant transformation. Three men had sweated it out. One was Editor Ted Patrick, the dapper, greying adman who had dropped everything at Curtis' unborn, LIFElike "Magazine X" to go to Holiday's rescue (TIME, July 8). One was British-born Art Editor James Yates, who had gone to "X" after restyling the Satevepost during the war. The third was wise and wiry Ik (pronounced Ike) Shuman, who left a top job at the New Yorker four years ago to work first as "magazine consultant...
Over station WJZ Manhattan Adman Lew Kashuk last week plumbed a new deep: a singing commercial for singing commercials. Excerpt...
Paul Trousdale got into the Los Angeles building business by way of the University of Southern California and the ad department of Beech-Nut. After a year as an adman, Trousdale took a $125-a-month timekeeper's job with a local contractor, quit to form his own company with a $10,000 bank loan to finance...
...five-year-old Sunday supplement Parade was the first of Marshall Field's newspaper ventures to show a profit. Last winter, aiming to keep it showing, Field went shopping for a topflight adman. At Crowell-Collier Publishing Co. he found his man: red-haired Arthur H. Motley, 46, onetime Fuller brushman, who had done wonders as publisher of the American Magazine. To help "Red" Motley make up his mind, Field offered to share Parade's ownership with...