Word: schule
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Dates: during 1960-1969
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...other services they formerly offered. Clients heretofore demanded, and got, not only advertising but market research, promotion, even product placement as well. Now agencies are no longer willing to do so much-at least not without fatter fees. "What's happened," says B.B.D. & O. Executive Vice President James Schule, "is that we have a better balance between services like market research, product development and testing and public relations v. pure advertising...
...means that big agencies can operate more efficiently. They are generally opposed, for instance, to the flat 15% commission that had been an advertising tradition for over 40 years. More and more agencies are switching to an adjustable fee that reflects the work they have to do for clients. Schule and B.B.D. & O., using their computer, have gone one step beyond that. The agency now has an E.I.C. (for Efficiency Incentive Compensation) system, which ties charges directly to agency profits. If the profit is less than anticipated, the client pays. If the profit is higher, the client receives a rebate...