Word: admen
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Dates: during 1980-1989
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Evidently, sex sells. Puritan Fashions reports that sales of Klein jeans have risen so far this year to $110 million, up from $65 million in 1979. The company predicts that its fancy denims will bring in $200 million next year. But some admen fear that too much suggestive promotion may boomerang on the products being sold...
...strongest sign of the new acceptance of male cosmetics is the surge in male facials. At Georgette Klinger's mirror-and-chrome emporium on Manhattan's Madison Avenue, men now account for 20% of business. All day long a stream of admen, lawyers and bankers settle back in plush barber chairs to have their faces anointed and cleansed with an exotic array of creams, masks and steam baths...
...surprisingly, admen tell their clients that spending is just as important today as in better times. For example, they warn against cost-cutting measures that result in cheaper-looking ads. Batten, Barton, Durstine & Osborn claims that years invested in building a product's "quality image" can be wiped out by low-budget advertising. A study published in the January-February issue of the Harvard Business Review, written by Nariman Dhalla, chief economist of J. Walter Thompson, showed that companies that raised ad budgets during the 1973-75 recession "chalked up higher shares in their industries and increased their sales...
...least for now, that message from advertisers is being heard. Kellogg, Montgomery Ward, and Procter & Gamble, three of the heaviest consumer accounts, plan no cutbacks. Kraft cheese is increasing its ad budget by one-third, and Colgate-Palmolive will also spend more this year. Admen are watching nervously, but so far they are still singing happy jingles...