Word: admen
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...impact that the scrap is having on sales of the two soft-drink giants is so far inconclusive, and many Coke and Pepsi bottlers and some admen are upset about the battle. They worry that the confrontation will feed the public's cynicism about all advertising, attract unwanted attention from Government regulators, and sour consumer attitudes toward both drinks...
...Admen estimate that as economic recovery continues, real 1976 billings, discounted for inflation, should rise 4% to 5% over the year before, producing a dollar total of about $16 billion. Even that moderate advance would be a major improvement over the past two years. In 1974, billings amounted to $13.6 billion, which in real terms represented an actual decline from the previous year of 7%. Last year ad agencies took in $14.6 billion, but the increase in dollar totals did not match the rate of inflation, so again real billings slightly trailed those of the year before...
...months ago, they told us what to do: advertise gas economy, small size; advertise American, no-nonsense thrift. And who gets the action? Chrysler Cordoba and Volare-foreign names, foreign actors on the TV screen, 'Corinthian leather,' the look of 'elegance.' I asked the admen 'What the hell is this all about?' They could not explain...
...that all it would get for its efforts would be, well, a lot of gas. Many of the initial suggestions came from motorists who were bitter about fuel price increases and wanted only to pop off at the company. To get the transportation debate on track, Arco's admen resorted to some minor hokum. They introduced TV and print audiences to two fictional idea contributors played by professional actors: "Juan Martinez," who proposed a 190-m.p.h. train, and "Amy Farrell," who suggested truck-drawn land ferries that would carry cars between cities...
Dentsu gets only 3% of its business outside Japan, but it wields the kind of clout over its home market that American admen can only dream about. The agency places about a quarter of all the print ads in Japan and four out of every five rich prime-time TV commercials. Of its 5,000 or so competitors, the closest rival is the Hakuhodo agency, which has billings of less than $3,000,000. One reason for Dentsu's preeminence: because of its money, drive and just plain bigness, it can buy up prime print space and broadcast time...