Word: soaps
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Dates: during 1950-1959
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...door-to-door soap salesman, Neil McElroy long ago hit on a simple formula for winning customers: "Give them something good and expose them to it often." As boss of Procter & Gamble Co., biggest U.S. soapmakers, strapping (6 ft. 3 in.) President McElroy, 45, has never let the old selling formula slip out of his hands. Thanks to that, as P. & G. reported last week, earnings for the first nine months of its current fiscal year soared to $49 million, up $15.5 million from last year. What impressed stockholders even more was that P. & G.'s earnings were climbing...
...frequently has several brands in one field, e.g., Tide competes with Duz and Oxydol, and Cheer will compete with all three. Thus, P. & G.'s hottest competitor is often P. & G. itself. The company also keeps ahead of the soap parade, spending more on advertising than any other U.S. company (an estimated $33.5 million last year...
...omnipresent advertising is the smooth promotional touch of Neil McElroy, who moved into the president's chair only 19 months ago, when Richard Deupree became board chairman. Just out of Harvard in 1925, McElroy started at the bottom in P. & G.'s advertising department, plugged Camay toilet soap door-to-door, later directed ad campaigns for such products as Dreft, Drene, and Duz, which he made bestsellers. As president, he still likes the person-to-person approach, will talk soap to his wife's bridge party guests, or to anybody he meets at any time to learn...
Ronald Colman plays Beauregard Bottomley, an omniscient bookworm who is convinced that radio's money-splurging quiz shows threaten the U.S. with "intellectual destruction," and sets out to strike a blow for intellectual salvation. An expert who can't be stumped, he appears on Soap Manufacturer Vincent Price's double-ornothing program week after week, letting his winnings pile up with the plan of taking over the whole $40-million soap company. When the alarmed hucksters try to give him what he has already won and get rid of him, a hero-loving public refuses...
...circulation boosters as Poppaedius the Sailorman, an Acrostichis Duplex (double acrostic), an Aenigma Verbale (crossword puzzle), and occasionally something that looks like an ad. ("Putabat to gam suam candidam esse!" snorts one Senator about another, in apparent anticipation of the 20th Century catch line of Britain's Persil soap powder, "I thought my shirt was white...