Word: schwerin
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...Diego's Hotel del Coronado last week, some 300 admen at an American Association of Advertising Agencies convention heard a talk that did their ulcers no good. Declared Ad Expert Horace Seymour Schwerin: "Of over $400 million which will be spent on TV advertising this year, well over $100 million is going down the drain. This is expensive garbage...
...Schwerin was in a good position to know which TV commercials fail to sell-and why. Since 1946, his Schwerin Research Corp., which has 30 clients (e.g., General Mills, Borden, Colgate-Palmolive), has tested more than 3,500 commercials on more than 1,000,000 viewers. Among his findings: that scantily clad models are poor saleswomen (they distract viewers from products they demonstrate); that a "baby sitter" who plugs a TV set as the best of any that she has seen in the homes where she has worked, is more effective than an "engineer"; that a professional chef who tells...
Many advertisers believe that any mention of their product helps sell it. Not so, says Market Researcher Horace Schwerin. Actually, "quite a few advertising efforts do boomerang" and "leave people less favorably disposed toward the product than they were beforehand...
...Schwerin cites one example of a typical TV drama about a-young married couple in which the husband is the bumbling idiot. A coffee commercial at the end of the program declared that the head of the household knows best about coffee brands, and pictured a pleased father drinking the brew and calling for it by name. The preconditioned viewers could not swallow that, according to Schwerin's figures, and belief in the advertiser dropped...
...Says Schwerin: "Advertising boomerangs occur much more often than is commonly realized . . . The effects, too, are neither quickly detectable nor readily traceable to the source." Researcher Schwerin's advice: more research...