Word: hertz
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Dates: during 1960-1969
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...Reading Dynamics operation, which has justly been called the greatest advertising campaign since the comeback of Hertz, was not always based on the pure money ethic. In fact, Evelyn Wood is a deeply religious person and she considered her first attempts at commercialization in 1960 more in terms of a religious crusade: "Why have I dared to believe that reading down the page, at speeds held by many experts to be impossible, can be done? Perhaps it is because my deep religious convictions teach me that 'a man is saved no faster than he gains knowledge;' that...
Metropolitan Life Insurance Co. Chairman Gilbert W. Fitzhugh last week felt a little like a Hertz executive who had been told that Avis had finally overtaken him. The mighty Met, long the second biggest U.S. company after A.T. & T. in terms of assets, and No. 1 in the insurance field for nearly half a century, lost honors to rival Prudential Insurance Co. of America. By the margin of $83,020,000, the Pru outdid its competitor, ended the year with assets of $23,594,698,000 v. $23,511,678,000 for the Met. Part of the gain...
...When Hertz gave its $7,500,000 account to the agency, the new strategy was almost immediately apparent to Ally. "Up to then," he says, "this had been a one-sided dialogue." Along with turning it into an argument, Ally also set out to see whether Avis' innuendoes-that Hertz had dirty ashtrays and sullen service-were true. Flying his own Beechcraft on an inspection trip, he toured airports, where most car rentals take place. At each stop, Ally says, he prowled through parking lots of both companies, emptying ashtrays into paper bags. "There wasn't an awful...
Eyeball to Eyeball. Ally's returning ads partly spoof those for Avis by Doyle Dane, partly press Hertz prowess. One television commercial, for instance, shows a "We try harder" balloon deflating slowly while a voice ticks off Hertz's advantages in available cars, widespread locations and electronic reservation service. Another agrees that Avis' "only No. 2" claim is "hard to argue with." Ally, a teaching fellow in English at the University of Michigan before he turned to ad writing, proudly produced another that asks: "No. 2 says he tries harder. Than...
...With the Hertz campaign only seven weeks old, cash-register results so far are inconclusive, but Ally is pleased that mail is running 9-1 in favor of the ads. Like Doyle Dane, he admits that what he calls "an eyeball-to-eyeball, nose-to-nose" confrontation will be good publicity for the entire $500-million-a-year car-rental industry. It should also be rewarding for the agencies. Avis' annual ad budget has risen from $1,200,000 to $4,500,000 since the No. 2 campaign began, and Hertz's outlay is certain to increase...