Word: hertz
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...grim Gestapo type in boots and a belted leather coat began to lecture in German-accented English: "Businessmen, you have perhaps noticed that Hertz has been ticking along like a fine watch lately. This is no accident. This is the result of training and discipline." He pushed through a steel door that clanked shut, and conducted a tour of the concrete block: "There we take the men who service the cars and turn them into fanatics. And in this area, we are building a super troop of car attendants." The 60-second commercial, viewed during the Dean Martin show...
...This commercial is emotional. People are going to feel it. It tries to project an attitude that Hertz works harder," explained James Durfee, president of Carl Ally, Inc., the advertising agency that devised it to help Hertz rent cars. Said Hertz Vice President Gerald Shapiro, a former advertising man who now heads the rent-a-car division: "We like to explore new and unknown areas." Buried. Last week Hertz high brass pondered whether it had explored the wrong area and decided to bury the leather-coated efficiency expert for good. "This is not the first time, I am sure, that...
With its Gestapo creation canceled, Carl Ally is using a relatively gentle tone for Hertz. Its continuing campaign is aimed at the weary traveler who can, through his friendly Hertz man, borrow an umbrella when it rains, make an appointment with the local dentist, or scrounge a quarter for a shoeshine...
...Boys Now. All this is Hertz's big push to counter the gains that have been made by Avis in the expanding car-rental market. Now Avis has changed its line. It has exported its popular "We try harder" campaign to Great Britain, has stopped its No. 2 talk at home. "We've reached a point where we are no longer the little second guy. We're big boys now," said William Bernbach, chairman of Doyle Dane Bernbach, which carries the over $6,000,000 Avis account. Now, D.D.B. has counted 47 bugs that plague car renters...
...advertiser of color-television sets or rent-a-cars, for example, the pivotally important fact is that Sullivan pulls only 16.3% of the TV families earning more than $10.000 a year, while NBC's Dean Martin attracts 23.4% in that bracket. Not surprisingly, then, Zenith and Hertz buy time on Martin while, in the main, mass-consumption products such as Nabisco crackers, Wesson oil and Hunt's tomato paste are pushed on Sullivan...