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'SPONSOR
29 OCTOBER 1962
From two agencymen came words of wisdom about computers
Computer conversation dominated the last Advertising Research Foundation convention. Two of many talking about computers were William T. Moran (1), Y&R v. p. and research mgr., and Richard F. Casey, BJvB. senior v.p. and research dir.
Computers: how much of an ogre?
Large-scale use in media seen in one year Problem exists in type of data to be fed Rep researchers ask for definitive data tests Agencies may assume more of research costs
Not since the lanolin pitchmen did hall-hour commercials on late night television, back in the 50's, has anything captivated the conversation of agency, advertiser and media men as has the emergence of the computer as an integral implement in advertising.
Even though only two shops, BBDO and Y&R, have installed computers and even though only one other agency has purchased a
computer — which will not be installed for another 12 months— the potential impact of the computer was so pregnant it literally dominated the recent convention of the Advertising Research Foundation. Ten of the 15 speakers at that conclave talked about the computer in research, marketing and media planning.
Among the words of wisdom delivered at that conference were two
talks that touched tender areas. Said Richard F. Casey, senior vice president and research director for Benton & Bowles: "Too much of the current attention to computers in advertising is directed toward the machines themselves, not what is going into them."
And William T. Moran, vice president and research manager of Y&R said, "Advertising has broken out of its fact finding prison. It's on the loose and looking down the throat of the business process."
The computer jitters. To many an individual at the station, rep and marketing level, these words magnified the potential problems (hey envisioned with the arrival of computers. As one such person put it, "I'm suffering horn the DDT's,
SPONSOR/29 October 1962
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