Word: admen
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...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...
...episode of Roots aired on Jan. 23, 1977, there were no signs that a phenomenon was in the making. Not only had ABC'S mini-series been dismissed in advance by many TV critics, but it had already been rated as a long shot by the programmers and admen who run network television. Up to the last minute there were plenty of commercial spots for sale on Roots. ABC itself projected only a passable 28% to 31% share of the audience for the show; CBS and NBC concurred, scheduling only routine fare against it. Not for the first time...
...about the Far East. All that gets pretty far removed from discos; certainly Revlon's admen would not dream of suggesting that a woman go disco dancing in a veiled hat. But if disco lights dictate dark lips and eyes, and that suggests an exotic aura of which veils are a symbol?well, who gives a damn about logic...
...must approve all major changes, and he is an exacting judge with an eye for detail. The model in the Jontue ads is pictured leading a white horse; to Outdoorsman Bergerac the first horse that subordinates showed him looked like a sway-backed plow dragger. The boss bought his admen a book on horses and insisted that they study it to pick a more imposing beast. They chose an Arabian stallion that is now pictured in almost every Jontue ad and counter display?a hallmark of Bergerac's approach. He insists that a woman must find at the cosmetics counter...