Word: admen
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This week the February Ladies' Home Journal hits the newsstands with Swift's ad. Admen estimated that Swift, whose coupons will have reached a total of 15,075,137 subscribers and newsstand buyers, would not have to redeem more than 5%, the standard figure for such promotions. But last week's sales indicated that the company might have to pay considerably more than the million dollars it would normally allot for the event...
...toughest running drama of suspense and conflict draws a small but influential audience. At Lindy's in Manhattan, bookies take bets on the outcome of each month's cliff hanger, The Ratings. Across town on Madison Avenue, admen ante up with million-dollar chips, and on the same fateful turn, TV shows stake their survival, performers their jobs and networks their reputations. Every eye in TV is firmly fixed on the numbers that do what the batting average does for baseball, the big board for Wall Street and Debrett's for the peerage...
...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...
...reason why some admen still resist "smart" advertising is that it takes greater imagination and patience to captivate a customer than to clobber him. Even David Ogilvy, who dreamed up the Hathaway Shirt and Schweppes campaigns, was unable to work out a successful offbeat formula for Rinso. At times the determinedly soft-sell ads turn out merely limp. Nevertheless, some of the loudest drumbeaters in U.S. advertising have learned lessons from the velvet-voiced sophisticates. The work of top artists and crack color photographers is being used to a far greater extent than ten years ago-if only to dramatize...
From multimillion-dollar consume-research programs, admen have officially established what people have known all along. As David Ogilvy expresses it: "The consumer is not a moron. She is your wife...