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campaign, decorating dealers showrooms with display and point-of-sale material, supervising direct mail, and creating and executing special trade and consumer events. These activities are closely coordinated with the publicity and merchandising promodons generated by Volvo's p.r. firm — Edward Gottlieb & Associates.
The commercial copy, although
Reared at pointing up the car's quali
y product features, contrasting it
vith other economy cars in similar
>rice categories, is strictly soft-sell.
t's accomplished in a variety of ways.
For one, there is the one with
ound effects. A solid slamming door
-backed up with announcer talk
which explains "this is what makes
olvo a quality car," or, the sound
f brakes and the announcer's ex
lanation "Volvo has big brakes not
Ice other small cars, etc." Or the
»und of a heavy rain fall followed
\ the explaination that "no down
onr can possibly hurt (or rust)
J olvo's seven coats of paint."
Then there is the two character tuation commercial featuring hard■-please and complaining Fred and s cheerful fix-it-all friend Charlie. 1 these the scenes shift from a gar:f where Fred, the mechanic, comains bitterly, "why don't we ever t to work on a Volvo? ' and uirlie explains, "Volvo never needs pairs" to a prize fight ring where ed turns up as the lethargic fighter 10 "can't keep his mind on the fight cause I can't find a good car" and larlie eliminates this unhappy probn for poor Fred by pointing out the ractions of Volvo. \t least a dozen such situations, all lh different settings, but similarly I tent in attracting attention, are ing used during the campaign. The copy also includes dealer traf1. builder facets. For example, pointer out dealer contests, car servicing flints (by Swedish mechanics). Sind & Sullivan president Bob Sind *aps it up like this: "Radio has 1 >ved to be the most effective medi1 l»r our client's advertising. Its ; lity to provide a high auto-owners }) audience plus high frequency at i cost makes it the soundest adver1 ng buv for this product in most rkets." *>
S)NS0R • 17 JULY 1«)()1
WHERE ARE THEY?
WW hat's your station I.Q.? How many of these 30 radio stations
i can you place on sight? Test yourself — take pencil in hand, and,
(without help from SRDS) in the space below write in its location.
A real hep timebuyer should easily score 28. A media head — 25.
And no account man should settle for less than 20. The answers: p. 52.
WAVE
KRKD
WCBM
WOKO
WEEI
WJAS
WEBR
WGN
WING
KFRB
KCMO
KTAR
KNEW
WABB
WPOR
WTAR
WGAL
KYW
WWDC
WDGY
WWEN
WTIX
WGBS
KISN
WTIC
WHO
WWRL
WTOP
KIXL
WXYZ
•This one u ill give your rating quite a boost.
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