Word: admen
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Dates: during 1950-1959
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...Diego's Hotel del Coronado last week, some 300 admen at an American Association of Advertising Agencies convention heard a talk that did their ulcers no good. Declared Ad Expert Horace Seymour Schwerin: "Of over $400 million which will be spent on TV advertising this year, well over $100 million is going down the drain. This is expensive garbage...
Furthermore, says Schwerin, "TV is not an advantageous medium for every type of product ... It is easy to show that a shoe polish will shine shoes, but how can you show that a pill will give relief?" Many a TV ad fails, says he, because admen are "college men ... not in rapport with the people they are communicating...
...story about a blind old lady in Texas, and the next week a story about a blind young lady in Texas." This summer the Playhouse audience rating took a serious dip (usually it has been in or close to the Top Ten), and that, apparently, gave the admen enough leverage to ease Coe's control of the show. Coe has been moved upstairs to the job of supervisor of production, Gordon Duff will replace him as producer...
...tough problem. The most intriguing offers seemed to come from partisans of the University of California at Berkeley. Did Ronnie want to be a writer? All right-someone at Berkeley promised him a job as sportswriter on the Berkeley Gazette. Was he interested in advertising? Fine. Alumni among the admen would be glad to get Ronnie a job in an agency. And for more immediate pin-money needs, Berkeley offered the maximum student grants-in-aid and top priority for writing jobs at the university's proposed million-dollar TV station. Along with everything else, of course, he would...
...likely to spend more of his salary on high-priced goods than a white man, partly because it gives him prestige before his friends. A tobacco company aimed an ad campaign at the Negro market and, taking into account his lower income, featured its 10? brand. The campaign flopped. Admen found the Negroes resented the implication of economic inferiority, had gone right on buying their favorite top-quality brands...