Word: alka
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...samples that they give him to distribute. The campus stores pay 150 for a package of samples worth $2 or $3, then charge their customers about 290 for it. The eight or more items in a men's pack currently include Old Spice lotion, Gillette blades and Alka-Seltzer; the women's pack has, among other items, Pond's cream makeup and talcum, Colgate's Lustre-Creme shampoo and Grove Laboratories' NoDoz. On large campuses, bargain-happy undergrads have grabbed up as many as 8,000 one-to-a-customer packs...
...only one of many such works that are currently outclassing the programs they interrupt. Alka-Seltzer, for example, has retired its ubiquitous, jolly salesman Speedy, substituted a diverting view of waistlines-a hula dancer's, a frugger's, a weight lifter's, a pants press-er's-and simply says, "no matter what shape your stomach's in, when it gets out of shape, take Alka-Seltzer." The public is getting the message-Alka-Seltzer sales have risen 16% this year-and so are sponsors...
...tasteful new commercials a trend? Yes, but with a big hedge. Esthetically, the fresh approach is appealing to nearly all clients; financially, it remains out of reach for most. The Alka-Seltzer commercial cost nearly $25,000, and a new Ford spot featuring an astronaut walking in space outside her car cost even more. Still the fact that commercials are now being watched with something like pleasure does raise, at least faintly, the startling possibility that TV might be upgraded by, of all things, the long-abused commercial...
...bridges of continuity-the rest of the show was a splice-up of some of his favorite vignettes from past seasons. There he was again as the bowlegged, barelegged (except for anklet socks) toreador fleeing a rampaging bull in a Madrid ring. Or replaying his "Now a message from Alka-Seltzer," which was unexpectedly punctuated by a belch from Jonathan Winters. Or sending Richard Nixon to the piano and leading Bea Lillie off with a fond pat on her backside...
...Compton has few habits that require the frequent use of his chief product. That does not seem to bother him. He has strongly moved Miles into clinical testing devices and other profitable fields -and he also collects interesting facts. One fact in his collection: the world is consuming Alka-Seltzer at the rate of 56 million tablets a week...