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A round-up of trade talk, trends and tips for admen
SPONSOR HEARS
18 DECEMBER 1961
Ccpyrlfht IMI
SPONSOR
PUBLICATIONS INC.
Marion Harper, Jr. has lately been getting around the country with this main mission: new business.
Among the accounts he's sought to have meetings with are a couple at JWT, Kraft and Scott Paper.
If the Colgate and Lever brands of fluoride dentifrices ever get rolling, they won't find P&G's Crest asleep at the switch.
P&G's plans for Crest away back provided for just such a contingency — that is, the amount of tv weight to be added to counter the pressure from competitors.
The brand people at Lever are reported as not quite happy over the way their network tv properties are turning out in the ratings column this season.
For a couple seasons they were accustomed to having six shows among the top 20 and suddenly they're down to three.
And they can't be assuaged by pointing out what's been happening to P&G's average of hits and misses.
Puzzling New York agency media directors: why one of the big shops has become so accessible for the weaning away of junior media executives.
For many years this same shop has had a reputation as both a breeding ground for top men and a place where it took an irresistable offer to lure the man away.
Medium and small types of accounts keep trying to induce agencies that are invited to solicit their business to waive the commissions on programing.
It's usually the last thing brought up when the client and agency get down to polishing off an agreement.
An agency with a lot of other network tv business has no other choice but to taboo the idea: acceptance would jeopardize this other business in the shop^unless the concession were made general.
As further seen from the agency management side: the talent commission covers a number of services for which the agency ought to but doesn't make specific charges. In the long run one washes out the other.
TVB and others may be missing a good bet by not updating for broad exposure much of the material it's turned out over the years.
There's a new generation of prospects coming into places of influence to whom a lot of this might be quite new.
62
Young, aggressive agency researchers learn after a certain amount of mental anguish to exercise restraint in advancing their thinking about programing to giant clients.
Why they must tread softly: such clients are extremely sensitive about anyone from the outside questioning preconceptions in an area which has become almost sacred.
However, what these keepers of the preconception will accept is a different media approach if it can be supported by a sound statistical story.
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18 DECEMBER 1961