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I 'COMMERCIAL COMMENTARY
by John E. McMillin
CS '61 Radio— 50% and over penetration
WRVA-R4DIQ
50,000 Watts AM, 1140 KC
200,000 Watts FM, 94.5 MC
Richmond, Virginia
National Representative: PETERS, GRIFFIN, WOODWARD, INC.
The ANA's "best best-seller"
Last year, at just about this time, the ANA took the wraps off its rather needlessly mysterious "Project X" with the publication of what many of us consider the most important and significant advertising book of recent years, "Defining Advertising Goals for Measured Advertising Results."
This week at Hot Springs, ANA members will be devoting further attention to Project X concepts and, as part of basic briefing for my trip to Virginia, I called ANA headquarters the other day to find out how "Defining Advertising Goals" has been doing.
"Great," said v.p. L. M. (Duke) McElroy. "Spectacular in fact. It's far and away the best best-seller we've ever put out. We've sold more than 10,000 copies."
Well, to me that news is both heartening and startling.
Heartening because it is good for business and good for advertising to have the ideas in the ANA volume given wide circulation.
But startling because "Defining Advertising Goals" is an expensive book ($7.50 to the public, $5.00 to members), a small book (114 pages) and a deceptively simple book whose full impact and value can only be perceived, I suspect, by fairly sophisticated admen.
It is certainly possible to read "Defining Advertising Goals," as some reviewers did last November, without seeing in it anything that seems dramatically new, striking and different.
Even more serious perhaps, it is possible for many advertising and marketing executives, after skimming through the book, to assume that "this is just what I'm doing right now" when, in fact, they are doing nothing of the sort.
These, I am afraid, are weaknesses in the original presentation of the material, and I hope that the ANA will give serious thought to devising new, more pointed and penetrating explanations of Project X doctrines.
For I believe that the ideas in "Defining Advertising Goals" should be part of the basic, required education of every ad manager, agency man, media owner, media representative and marketing executive in the country. They are that important.
Measurements for management
Project X started out, of course, as an operation directed to toplevel corporate managements.
With the tremendous growth in advertising budgets since World War II, corporation presidents and board chairmen have been asking an increasing number of such knotty questions as "How much money should we spend on advertising and why," "What returns do we get on our advertising investments?", and "How can we determine the effectiveness and efficiency of our advertising expenditures?"
The ANA, early in 1959, set out to provide authoritative answers to such questions by devising a set of comprehensive "management measurement standards" for advertising operations.
The end product and first fruit of the labors of the ANA Committee was "Defining Advertising Goals for Measured Advertising (Please turn to page 16)
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SPONSOR/5 November 1962